欢迎来到《权力的游戏》经济王国

随着《权力的游戏》第七季（也是倒数第二季）的剧情展开，我们来看看这部剧对维斯特洛大陆和埃索斯大陆以外的世界产生了怎样的影响。2014年，《权利的游戏》超过《黑道家族》，成为HBO有史以来最受欢迎的电视剧。但它的影响力显然超越了HBO的观众群。从衍生商品到葡萄酒再到旅游业，与原著小说相关的多个产业在粉丝们的推动下大获发展。

首先是衍生商品，它们已经不只在HBO商店里有售。网络上有许多《权力的游戏》的相关商品（有些有版权，有些没有）。在电商网站亚马逊和Etsy上，有成千上万的《权利的游戏》衍生商品出售：从印着“这就是我所做的。我喝酒，我知道一些事情”的定制杯子，到手工制作的史塔克家族式样的兽角酒杯，到应有尽有的剧中戏服。

然后是被放进兽角杯里的东西——美酒。受到艾美奖获奖节目启发，Ommegang啤酒厂与HBO合作推出了啤酒。Ommegang啤酒厂的艾莉森·卡博萨告诉《财富》杂志，2013年春天，啤酒厂的第一批名为“铁王座啤酒”的啤酒“像闪电一样卖了出去”。 最新一批被称为“屈膝黄金麦酒”的酒，产量甚至是第一批啤酒的两倍，在今年春天开售后马上被抢购一空。

年份葡萄酒庄园正在销售《权力的游戏》主题葡萄酒，包括夏顿埃酒、红葡萄酒和赤霞珠酒。因为合同原因，该酒商拒绝向《财富》杂志提供销售数据，但其品牌的发言人汉娜·帕金斯说，自从三月份开始，“我们对市场持续不断的热烈反应感到满意。”

不过，一杯红酒可不能让粉丝们感到满足。许多粉丝参观了剧作拍摄地点。在电视剧中，冰岛被称为“围墙之外的世界”。据称，自节目开播以来，冰岛的旅游业迎来大幅增长。渊凯城和阿斯塔波的拍摄之地摩洛哥也成为了HBO的观众们的朝圣之地。爱尔兰、冰岛、西班牙、摩洛哥、克罗地亚、马耳他和苏格兰都有类似现象。

这部剧的制作成本很高。据估计，这是有史以来排名第三的昂贵电视剧，平均每集预算为600万美元。克罗地亚的顶级度假城市杜布罗夫尼克是这部剧中的君临城。它仅仅通过接待剧组演员就获利不菲，包括提供交通服务和酒店服务，同时还为剧组幕后员工提供了大量服务。旅游业的火爆并没有对其他行业造成什么不利影响，因为克罗地亚的经济几乎完全依赖于旅游业。

为了吸引电影摄制组，北爱尔兰电影公司向该剧投资了18.28万美元。公司称，其结果是《权力的游戏》通过拍摄费用、拉动旅游业等方式，为该地区带来了超过2.24亿美元的收入。

最后，图书行业也迎来一波狂潮。自电视剧开播以来，乔治·R·R·马丁的《冰与火之歌》销量大幅增长，拉动了出版商兰登书屋的生意。根据尼尔森公司的统计，在电视剧备受关注期间，图书销售往往激增。尼尔森公司表示，这可能是因为电视剧刺激了观众在剧集播出前阅读原著。在2011年的剧集开播之前，这本书卖出了大约500万册。但开播后，仅在2011-2012这一期间，这本书就卖出了900万本。（财富中文网）

译者：Amelia Huang

As Game of Thrones' seventh and penultimate season gets underway, we're looking at how the series has affected the world outside of Westeros and Essos. The show surpassed the Sopranos in 2014 to become the most popular series ever on HBO. But reach its extends beyond HBO subscriptions. From swag to wine to tourism dollars, GoT fans have fueled a few different cottage industries on the backs of the original novels.

First, the swag. It doesn't stop at the HBO store. The internet abounds with GoT products (some licensed by the network, some likely not). Amazon and Etsy both have thousands of items available. From the customizable mug that says "That's what I do. I drink and I know things"; to the handmade House Stark drinking horn; to a whole series of all-out costumes.

Then there's the stuff you put in the drinking horn. Ommegang Brewery partnered with HBO to produce beer inspired by the Emmy award-winning show. Ommegang's Allison Capozza tells Fortune that the 14,000 cases in the brewery's first batch of a beer called Iron Throne Blonde Ale released in the Spring of 2013, "sold out like lightning." The latest batch, called Bend the Knee Golden Ale, after a common refrain on a show about kingdoms, was twice as large as the first and also sold out after its release this spring.

Vintage Wine Estates sells GoT-inspired wines, including a chardonnay, red wine blend, and cabernet sauvignon. The vintners declined to provide Fortune with sales figures due to contractual reasons. But since shipping began in March, "We have been pleased by the robust response that continues to build,” says Hannah Perkins, a spokeswoman for the brand.

But some GoT fans aren't satisfied by a mere glass of vino, many are also visiting the locations where the show was filmed. Iceland, which is "beyond the wall" in the show, has reported a major spike in tourism since the program's start, tourism group Promote Iceland told CNBC. Morocco, too, where Yunkai and Astapor were filmed, has also become a pilgrimage destination for HBO watchers. Ireland, Iceland, Spain, Morocco, Croatia, Malta, and Scotland all have similar stories.

Production of the show is pricey: It's estimated to be the third most expensive show of all time, with an average per-show budget of $6 million. Dubrovnik, Croatia's top vacation city, and the setting of GoT's King's Landing, has profited by hosting the crew itself—bringing in money by providing transportation, hotels, and more by hosting production staffers. The tourism uptick hasn’t hurt either: Croatia's economy depends almost entirely on the industry.

To lure the film crews, Northern Ireland Screen agency has invested $18.28 million so far in the show. The result, the agency says, is that GoT has brought more than $224 million to the area in the form of filming expenses, tourism, and more.

And finally, there's the book industry, where the current mania got its start. George R.R. Martin's A Song of Ice and Fire has had a dramatic increase in sales since the launch of the series, has been a boon to publisher Random House. Books sales tend to spike during pivotal episodes, according to Nielson's BookScan. (This may be because the TV show spurs the audience to try to read ahead of the show's timeline, BookScan says.) Before the TV series began in 2011, the books had sold about five million copies to date. During the 2011-2012 season alone, A Song of Ice and Fire sold nine million copies.