“Vote with your wallet” is a common free market refrain.
Allegedly you’ll let the company know you support a product by paying for it.
If you dislike Wal-Mart’s treatment of employees and engagements with
sweatshops, you don’t buy anything there. And if you like that organic grocery
on the corner, then you buy everything you can there in encouragement. There’s
are flourishing e-communities of consumers who only buy self-published indy books
for just these reasons.
But economic moralizing like this forces your message to be
simple. In the last week, I’ve been wondering about the lack of nuance in
“voting with your wallet,” thanks primarily to The Secret World of Arriety.
The Secret World of Arriety is a Japanese film by Hayao
Miyazaki of Studio Ghibli. Miyazaki's an incredibly lauded and popular director, responsible for Spirited Away, Ponyo and Howl's Moving Castle. The Walt Disney Company bought the rights to
distribute his movie in the U.S.,
like they do with all of his stuff. Before you grumble about the evils of
Disney, recognize they paid to widely release a foreign 2D cartoon in our
theatres. A wide release for any foreign film is hard; The Artist had to be a
heavyweight Oscar contender just to get billionaires to consider distribution,
and that was from Europe. When you compound
that Arriety is an Asian movie, the chances of it otherwise showing up at the
multiplex are alarmingly small.
Now let’s grumble about Disney. They removed the original
Japanese voice track from The Secret World of Arriety, and recorded a fresh
lip-synched English voice track. This is typically called “dubbing,” and is the
alternative to subtitling a film. U.S. audiences notoriously dislike
reading subtitles while watching a movie and are more likely to turn out in
larger numbers if it’s dubbed instead of subbed.
Purists, particularly the kind of film fan who wants to
experience something closest to the director’s original intent, were naturally
unhappy with the change. Now all those voices Studio Ghibli had honed and
coached were out in favor of Tobe McGuire and Amy Poehler. Instantly you got people
buying foreign DVD’s, torrenting subtitled copies, and the argument, “Vote with
your wallet.” In this case, that meant not paying for a movie that was
presented in such a form.
But it’s not so easy to vote with my wallet here. Refusing
to paying to see this movie does not send the message that I dislike dubbing.
It’s a lost ticket sale on a foreign film, so the message they get is, “Another
white guy won’t pay for foreign films. Let’s do Transformers 4.”
There’s no nuance in this protest. There is only the money a
corporation can make off distributing movies I deeply wish would flourish in
American markets. Friends, what do you do here?