新西兰欲建惠莱坞 促进电影业发展

新西兰惠灵顿机场方面上周六宣布，他们将在惠灵顿的一座山上竖起一块长30米宽8米的标志牌，上面写上Wellywood（惠莱坞）这几个字，希望以这种方式促进当地电影业的发展。美国好莱坞方面则表示，好莱坞这个名称是注册商标，“惠莱坞”标志属于侵权行为。

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Wellington Airport announced Saturday it will erect an eight-by-30 metre (26x100 foot) Wellywood sign on a hillside it owns overlooking the city.
The New Zealand capital of Wellington is to have a giant "Wellywood" sign emblazoned（装饰的） across a hillside despite criticism and threats of legal action for the blatant²（喧嚣的，公然的） copy of the famed Hollywood symbol.

Wellywood was first mooted³ 15 months ago, prompting Hollywood Chamber⁴ of Commerce chief executive Leron Gubler to challenge the idea saying the world famous Hollywood lettering was trademarked.

"If they do that with the Wellywood sign then I would think that would be a violation⁶ of our trademark⁵ ... I am checking that with our attorney," he said.

But Wellington Airport announced Saturday it will erect an eight-by-30 metre (26x100 foot) Wellywood sign on a hillside it owns overlooking the city.

Airport chief executive Steve Fitzgerald said they wanted to promote the film industry in the city which is home to acclaimed⁷（受到赞扬的） director Peter Jackson and the Oscar-winning Weta Workshop which designs and manufactures movie props⁹.

"At Wellington Airport we are proud to do this through celebrating Wellington's talent and success," Fitzgerald said.

"Wellington has already produced two of the top five highest grossing films of all time and there are high hopes that there is much more success to come."

However, a New Zealand marketing¹⁰ company director Wayne Attwell described a Wellywood sign as "quite crass¹¹" and said it would detract from（贬低） the perception of Wellington as a sophisticated city.

"The sign is positioning the city as 'We are Wellywood. We are a bit try-hard. We are a bit behind the times. We are a follower¹²'."

A Wellington MP, Trevor Mallard, joined the criticism saying "this is a pale imitation of the Hollywood sign which makes us look like try-hards".

Jackson, the director of the much-garlanded "The Lord of the Rings" trilogy, supports the Wellywood idea but British actor Sir Ian McKellen, who played the wizard Gandalf in the three movies, has given it the thumbs down.

Jack⁸ Yan, co-author of Beyond Branding and a director of the Medinge Group branding think-tank in Sweden, believed Wellywood breached¹³ intellectual property law and has notified the Hollywood Chamber of Commerce the sign is going ahead.

"I do not believe parody¹⁴（拙劣的模仿） is a defence in this case," he said.