The Subtitle Challenge
As local content goes global, are we paying enough attention to the language of subtitles?
The screenplay of a film/ show is written by a professional scriptwriter. Dialogues are written by a professional dialogue writer.
What about subtitles?
Thanks to streaming services, the front-end of the business is truly global now. As viewers, we are transcending linguistic, cultural, and national boundaries, and revelling in the experience.
If there is a superhero in this changing story, it is the SUBTITLE. It’s the new language on the block and it’s here to stay. We tune into subtitles as a matter of course. They have become a critical driver in a story well-told. Surveys point to a vast majority of viewers reading subtitles, not because they need to, but because they want to!
But as film professionals, are we giving enough attention to subtitles? Can we afford to look at subtitles as an afterthought? Or do we need a new skillset of professionals who focus exclusively on the art of subtitles?
Call to Action
There are several conversations around subtitling that are yet to happen in the Indian subcontinent. The need for standard operating procedures (SOPs) for subtitles; linguistic training in the art of subtitling; subtitling in various Indian languages; and building this vital skillset as a profession - are all on the table for discussion. These would have to be addressed sooner rather than later, given the burgeoning demand for local content from multilingual markets (domestic & international).
Meanwhile, here are some learnings derived from norms followed by linguistic and subtitling experts -
Work with Creative Linguists
A good subtitler is not merely a translator but a linguist who is able to creatively convey what is being said by not only using the limited space and time available, but by carefully selecting the most suitable choice of words. It’s a skill that requires recognising why one word may be more relevant to the story than another similar word. There are many words in the English language that are very similar but have completely different connotations. A good translator is able to identify the correct words.
Time & Space Limitations
The translator needs to think creatively while writing a subtitle that summarises what is being said, maintains the core message, and is limited to 37-42 characters. Keep in mind that the average reading ability of an adult is 15 characters per second and the frame should ideally not carry more than two sentences.
Strategic Storytelling
For the viewer, your subtitles can be a window to a new world. But insensitive or careless translation of your story can ruin the joy of watching a good film. A subtitler, in his choice of words, must strategically capture the plot, the era in which the story is set, the character’s emotions, his age and personality, for effective subtitling.
Prioritize Messaging
There are only so many subtitles and closed captions that a frame can carry. The subtitler must choose what to prioritize, while still reflecting the cultural and linguistic elements of the speech and the story.
Clarity, Logic, and Attention to Detail
Subtitles must be clearly & logically displayed, and text should read easily. You would want to take care that subtitles are not displayed randomly in different placements. The display, spacing, font size, and style are best kept uniform in order to not disorient the viewer. Take care to avoid grammatical errors and spelling mistakes (this sounds like a very basic comment but one can’t help being surprised by how common these errors are).
Allow for Time
Simply factoring in a subtitling cost in your budget is not enough. All of the above check points require you to make time for subtitling in your production schedule. Subtitles carry your film beyond your core market. They are not simply a translation of your dialogues but an entirely new language in which you are telling your story. Creative linguistics need time and space to convey your story in a manner that attracts eyeballs.
Workshop on the Fundamentals of Subtitling
Cinevesture, a young start-up in film & media, is committed to working with film professionals towards upgrading knowledge and skillsets. However, workshops of an international standard are heavy-duty lifting, and can only sustain with the active support and interest of the principal stakeholder - the film professional.
Are you interested in learning more about/ upgrading your skillset of writing subtitles? If so, please connect with Riyah at riyahpg@cinevesture.com to register your interest so that we can put together just the right initiative for you.