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Jingdong book

制造大片:金钱、权力与好莱坞的秘密

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制造大片:金钱、权力与好莱坞的秘密

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★ 美国《娱乐周刊》A+ 年度好书,妖灵妖年度十大电影书——著名影评人妖灵妖十大电影好书中唯一一本“看了两遍还觉得不过瘾、学不够的书”,《娱乐周刊》称它“涵盖了从基本的商业语言到电影工业经济的本质,把它和全新的地图册一起放在你的车里,你就永远不会迷失在好莱坞这座小镇”。

★ 深度揭秘电影工业的本质和发展方向,创意产业经营者必读——本书作者通过各种手段收集了好莱坞六大片场的财务数据、内部信息,获得了大量第一手资料,这些资料显示,好莱坞的电影产业远非我们看起来那么简单,当今的好莱坞更是与二三十年代的片场制的经营方式完全不同,相比之下,中国的电影市场越来越大,电影思维却还非常原始,如妖灵妖所说,“我们要超过的,远远不止票房那么简单”,从这个意义上来说,本书是一本值得所有中国电影人学习借鉴的经典之作。

★ 本书将会改变你观看电影的方式——本书巨细靡遗地讲述了好莱坞一百多年的发展史,从六大片场的创业经历,到其不同的发展阶段,再到如今的经营模式,另外,作者在书中也披露了好莱坞明星拍片的合约细节、他们的生活方式,以及经纪公司对于他们形象的塑造等等有趣的问题,读者将会通过全新的视角,对好莱坞明星和电影制作有更全面的认识。


Content Description

这本书道尽了好莱坞的本质与全貌。电影幕后真正的魔法何在?在好莱坞拍电影究竟是怎么赚钱的?谁塑造了好莱坞的神话?

好莱坞唯一看重的艺术,就是谈生意的艺术。大制作要赚大钱,靠的不是片子本身的票房,而是其他形形色色的业务:电玩、原声带、连锁速食的搭售商品、主题游乐园的游戏项目。片厂在意的或许是大导演、大明星、大制作、奥斯卡,但是,片厂的母公司争的却是隐形的市场:有线电视、付费电视、数码衍生品等。

传奇与内幕,数据与分析,光荣与梦想,奇迹与重生……这本书将揭秘一个真实的电影现场——好莱坞。

Author Description

爱德华·杰·艾普斯坦(Edward Jay Epstein,1935— ),于康乃尔大学和哈佛大学攻读政治学,1973年取得哈佛大学博士学位,其硕士论文以追寻政治真相为题材(Inquest:The Warren Commission and the Establishment of Truth),博士论文以电视新闻为题材(Neus from Nowhere),两篇论文皆已出版成书。爱德华原本在MIT和UCLA教授政治学,后来觉得写书的教化功能更强而专事写作。现居美国纽约市。

译者简介

宋伟航,台大历史系、台大历史研究所中国艺术史组毕业。曾任出版编辑,现专事翻译。译有《我的动物天堂》《补缀的星球》《人类大世纪》《重拾山居岁月》《灵魂考》《酷男的异想世界》《丘吉尔:乐在危险的人生》《我在DK的出版岁月》《秃鹰律师》《无辜主人》《帮凶律师》等书。


Comments

看了两遍还觉得不过瘾、学不够的书,也理应成为大部分中国电影从业人员对好莱坞进行重新认识的主要参考读物。此书原名The Big Picture: Money and Power in Hollywood,首版于2000年,此后又经过两次修订,被《娱乐周刊》评为A+的年度好书。此书从头至尾充满了富有趣味的幕后猛料,其中第三篇“招揽观众”揭露了好莱坞种种对观众的骗术,尤其是宣传方面造假文化的盛行对中国电影的现状更有讽刺意义(或许会被很多从业人员拿来借鉴)。第四篇“好莱坞的经济逻辑”介绍了好莱坞的电影放映、海外发行以及后续衍生产品的开发,可以看到好莱坞对于票房本身早已不在乎了,也让人了解到好莱坞真的不是我们的报刊上所写的那样,它背后有严谨的意识形态、全新的商业逻辑以及无限的创意人才,才有了今天的成就(相比之下,对照这本书,会感觉我们现在的电影工业思维还处于默片时代),我们要超过的,远远不止票房那么简单。

——妖灵妖

好莱坞长期以来一直需要这样一本书——一本好莱坞使用指南。这本书非常全面、易读,涵盖了从基本的商业语言到电影工业经济的本质,再到名人身份地位的社会精神学意义。把它和全新的地图册一起放在你的车里,你就永远不会迷失在好莱坞这座小镇。

——《娱乐周刊》

本书是一场丰富的探险,将会改变你看电影的方式。

——《商业周刊》

爱德华·杰·艾普斯坦在这本书里告诉了我们好莱坞这些年发生了什么,而我们之前了解到的都是错误的。

——《华盛顿邮报》


Catalogue


1. 新旧好莱坞 001

PART 1江山代有新制

2. 造物主 029

3. 全球美国化 092

4. 好莱坞六巨头 101

5. 梦想交换中心 116

PART 2欺人的艺术·艺术的自欺

6. 受苦受难开发记 141

7. 放行的绿灯 153

8. 预备制造假象 162

9. 灯光,镜头,开拍 168

10. 点点滴滴 178

11. 假象大功告成 186

PART 3招徕观众

12. 打知名度 193

13. 赶观众进戏院 201

14. 进攻号角响起 205

PART 4好莱坞的经济逻辑

15. 爆米花经济 213

16. 外面的世界 221

17. DVD革命 227

18. 电视授权的暴利 238

19. 商品授权 245

20. 前事不忘,后事之师 249

21. 米达斯公式 256

PART 5好莱坞的社交逻辑

22. 到好莱坞一游的票友 265

23. 集体的灵犀 274

24. 新兴的精英阶层 280

25. 好莱坞的工作和玩乐 318

26. 作假的文化 326

PART 6好莱坞的政治逻辑

27. 脑中的画面 345

28. 游戏规则 352

29. 好莱坞眼中的世界 360

尾声:好莱坞的过去与未来 374

后记:电视大亨崛起 390

致谢 397

出处说明 400

注释 402



Book Abstract

假新闻之必要

“作假”的文化于好莱坞如此昌盛,不仅在于作假的人发现 :虚构的电影和他们发送的宣传资料袋二者的界线若是模糊一点,于他们有利可图,另也在于他们有把握 :娱乐媒体绝对不会拆他们的底。片厂的宣传部门和娱乐媒体,每每还有同伙的共犯关系。例如,大明星上电视节目以前,明星的公关人员和电视节目的项目制作人(segment producer)、撰稿(二者往往就是同一个人),几乎没有例外,都要先开一次“访问预备会”(preinterview)。“这件事的天字第一号铁律,” CBS 一名晚间节目制作人解释,“就是项目制作人和公关合作,访问节目排定的来宾,公关会表明他(她)要什么。明星本人若是没有参加开会,就由项目制作人依他和明星公关人员的讨论写好访谈的内容,说不定加一些报章杂志文章里面的摘要。项目制作人再把访问大纲交给公关或来宾本人。来宾抵达摄影棚时,项目制作人就再看一遍访问大纲,节目主持人也会拿到蓝色的索引卡,访问大纲已经条列在上面。绝对不会有来宾被暗算的。”

明星公关提来的“谈话头”,目的多半在把明星公共形象可能有的弱点,磨得再好看一点。“公关若是要加强来宾红遍全球的印象,”该 CBS 制作人再说, “就会提议主持人要早一点问来宾在国外和国际名流见面的事,像是晋见英国女王之类的。没有人会去问女王是否真有其事。”

娱乐媒体的记者配合明星的公关人员,强化明星的形象,对记者也不是没好处,不仅访问因此会有耐人寻味的伏笔,也有助于维系记者和明星公关的交情,记者往后比较容易从公关那边取得其他名流的情报。

维持明星良好的形象,双方同蒙其利—另一种做法也可能是避开敏感话题不要去提,像是年纪、离婚、小教信仰等等,只要是好莱坞大家庭和娱乐媒体同蒙其利的一切假象有受损之虞,两边自以联手遮掩是为大吉。好莱坞大家庭和娱乐媒体心照不宣的默契,也曾搬上银幕,由“革命电影公司”的老总乔·罗斯拍成一九九九年的喜剧《美国甜心》(America’s Sweethearts),片中的闹剧主角便是比利·克里斯托饰演的影坛公关李·菲利普斯,身负使命,要为电影戏中戏的男女主角艾迪·托马斯(约翰·库萨克饰演)和桂恩·哈里森(凯瑟琳·泽塔—琼斯饰演)捏造浪漫的情愫。这一位公关为了争取娱乐记者合作,以免费的旅游、旅馆住宿、送礼、专访大明星、泄漏明星活动的假影带,等等,贿赂媒体记者。

好莱坞和媒体于真实世界的关系,虽说有的时候是很像《美国甜心》演的闹剧,却是从双方互惠的严肃基础发展出来的,即如泰德·法兰德(Tad Friend,1962—)于《纽约客》杂志写的一般,大家都有的共同利益,有一项便是绝对不揭穿这是双方互惠的共识。“假装公关顾问跟这类报道完全没有关系,对大家都好(唯一的例外可能就是读者了)。”法兰德写道,“这对记者有利,因为这样表示记者有过人的本事,渗透到了外人罕至的宝地 ;这对明星有利,因为他看起来没有惧色,也不像有人在一旁帮他打点;这对公关一样也有好处,因为对明星好,对明星的公关一定也好。”[26]

有的时候,名人公关和记者的合作关系,也可能牵扯到实质的好处。依肯·奥莱塔(Ken Auletta,1942—)于《纽约客》为哈维·韦恩斯坦勾画的侧写,哈维·韦恩斯甚至会向记者示惠,换取记者于报刊的美言。有一次,他就帮“《纽约邮报》(New York Post)的第六版(也就是八卦专栏版)主编理查德·约翰逊(Richard Johnson),弄到替《喷气机富豪》(Jet Set)写剧本的机会。”[27] 这样的功夫,虽说未必次次都能如愿以偿,却还是衬托出片厂有多重视打造旗下明星—还有他们自己—形象的控制权。

好莱坞的作假文化植根之深,也无足惊讶,电影这一行的财富,绝大部分不就来自影人有办法用电影、电视创造出大家觉得像真的假象而为世界各地的人们带来娱乐吗?—连所谓的“真人秀”(reality show)也还是假象。而且,他们创造的假象,若要发挥最大的获利能力,就一定要扩张到别的产品上去—例如录像带、电玩、主题游乐园项目、玩具等等—维系多年都不会破灭,就算无法维持到好几十年,至少也要好几年才可以。所以,维持明星—还有其他算式的条件—于银幕上下有一致的形象,在好莱坞的大家庭,于今也不过是这一扩张过程的一部分。


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