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技术 - 2011科技头脑风暴

梦工厂高管:3D未死

Jessi Hempel 2011年07月21日

梦工厂首席执行官杰弗里•卡森伯格称,3D技术这朵奇葩已经风华不再。但它还不会行将就木。

杰弗里•卡森伯格

    本周二,在科罗拉多州阿斯彭市举行的《财富》科技头脑风暴大会(Fortune's Brainstorm Tech Conference)上,卡森伯格抨击娱乐业,称3D技术并未让电影脱胎换骨。他解释说,娱乐业的高管们受到“仅存在于好莱坞的独特品质——贪婪”的驱使,对这一技术进行了粗暴地利用,但却忽视了品质。

    他说:“假以时日,我们会重获成功,但只有将(3D)技术作为一种叙事工具,用来改善观影体验,这一天才会到来。”有些人——他以制片人斯蒂芬•斯皮尔伯格作为例——已经在着手这么做了。

    问题在于,尽管看电影的人比以前多了,他们未必一定是去电影院。卡森伯格表示,造成这种现状的有三大因素:“观影习惯的改变,观影平台的改变和电影呈现方式的改变”。因此,当前人们极为关注如何改变电影业的商业模式,既能保证好莱坞能继续挣到钱,又能让影迷随时随地看到喜欢的电影。

    卡森伯格表示,到目前为止,这种趋势催生了一批糟糕的电影——3D及其他类型的。他对过去五个月上映的电影大加批评,称他们毫无创意。

    3D真想要大有作为的话,电影业就必须在创意上下更大功夫,减少短视的挣钱行为。只有这样,才能说服影迷:昂贵的电影票绝对物有所值。

    译者:清远

    Speaking Tuesday at Fortune's Brainstorm Tech Conference in Aspen, Colorado, Katzenberg blamed the entertainment industry for the fact the 3D technology has yet to re-invent the movies. Executives driven by "that singular and unique characteristic that only exists in Hollywood, greed" tried to capitalize too aggressively without focusing on the quality, he explained.

    "With time we'll get back to success here but it'll only come by embracing [3D] as a storytelling tool and using it to enhance the film experience," he said. Some people—he cited producer Steven Spielberg—are already doing this.

    The problem is, while more people are watching movies than ever before, they aren't doing it in the theaters necessarily. Katzenberg says three factors contribute to this: "a change in habit, a change in platform, and a change in delivery." There's a huge focus, therefore, on navigating the change in business models so movie lovers get the films they want where they want them while Hollywood still makes money.

    So far, Katzenberg said this is leading to bad movies—3D and otherwise. He panned the last five months' worth of movie releases across the board, calling them uncreative.

    For 3D to truly take off, the movie industry needs to invest more in creativity and less in short-sighted money-making efforts. That's what will convince movie lovers that the more pricey tickets will be worth paying for.

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