????本周二，在科羅拉多州阿斯彭市舉行的《財(cái)富》科技頭腦風(fēng)暴大會(huì)（Fortune's Brainstorm Tech Conference）上，卡森伯格抨擊娛樂(lè)業(yè)，稱3D技術(shù)并未讓電影脫胎換骨。他解釋說(shuō)，娛樂(lè)業(yè)的高管們受到“僅存在于好萊塢的獨(dú)特品質(zhì)——貪婪”的驅(qū)使，對(duì)這一技術(shù)進(jìn)行了粗暴地利用，但卻忽視了品質(zhì)。

????他說(shuō)：“假以時(shí)日，我們會(huì)重獲成功，但只有將(3D)技術(shù)作為一種敘事工具，用來(lái)改善觀影體驗(yàn)，這一天才會(huì)到來(lái)?！庇行┤恕灾破怂沟俜?斯皮爾伯格作為例——已經(jīng)在著手這么做了。

????問(wèn)題在于，盡管看電影的人比以前多了，他們未必一定是去電影院?？ㄉ癖硎?，造成這種現(xiàn)狀的有三大因素：“觀影習(xí)慣的改變，觀影平臺(tái)的改變和電影呈現(xiàn)方式的改變”。因此，當(dāng)前人們極為關(guān)注如何改變電影業(yè)的商業(yè)模式，既能保證好萊塢能繼續(xù)掙到錢，又能讓影迷隨時(shí)隨地看到喜歡的電影。

????卡森伯格表示，到目前為止，這種趨勢(shì)催生了一批糟糕的電影——3D及其他類型的。他對(duì)過(guò)去五個(gè)月上映的電影大加批評(píng)，稱他們毫無(wú)創(chuàng)意。

????3D真想要大有作為的話，電影業(yè)就必須在創(chuàng)意上下更大功夫，減少短視的掙錢行為。只有這樣，才能說(shuō)服影迷：昂貴的電影票絕對(duì)物有所值。

????譯者：清遠(yuǎn)

????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.