????暑期來臨，隨著《美國隊長》（Captain America）和《哈利?波特》（Harry Potter ）等大片熱映，電影票房全面飄紅，你肯定認(rèn)為好萊塢的高管們此時正沉浸在一片喜悅之中。不過夢工廠動畫（DreamWorks Animation）首席執(zhí)行官杰弗里?卡森博格卻對電影產(chǎn)業(yè)發(fā)起了牢騷?？ㄉ└癖硎?，雖然觀眾們成群結(jié)隊涌進(jìn)影院，但電影質(zhì)量卻“差得難以置信”。

????上周，在科羅拉多州阿斯彭市舉辦的《財富》科技頭腦風(fēng)暴大會（Fortune's Brainstorm Tech conference）上，卡森博格和與會者坦誠地分享了他的見解。以下是卡森博格經(jīng)過編輯后的發(fā)言：

????現(xiàn)在好萊塢最大的問題在于電影的“市場可能性”（marketability）與“放映性”（playability）之爭。這句話的真正含義是指好萊塢一直以來，在藝術(shù)和商業(yè)、表演和娛樂之間存在某種邪惡聯(lián)盟。而今天，聯(lián)盟失去了平衡，太過于偏向商業(yè)、娛樂和市場。過去七八個月里上映的諸多電影是過去五年里最糟糕的。他們太差勁了。簡直難以置信這些電影會如此之差。

????電影業(yè)既有高潮也有低谷，有作用力也有反作用力，當(dāng)然，電影業(yè)也會因此不斷改變和調(diào)整?，F(xiàn)在是一個極具商業(yè)精神的時代，我認(rèn)為電影業(yè)隨著時間推移，將逐漸恢復(fù)平穩(wěn)。不過，現(xiàn)在確實非常沉悶。

????我們在一直尋求偉大的創(chuàng)意和故事。人們經(jīng)常會問，你怎么判斷一個故事是否偉大？非常不幸，我認(rèn)為這更像一門藝術(shù)而并非科學(xué)。我確實知道一些東西就是能引起人們的興趣，不過這無所謂，這在世界各地都有效。

????在全世界任何地方，當(dāng)有人微笑著問我“《功夫熊貓》（Kung Fu Panda）是一個怎樣的故事？”我每次都會回答，對于我而言，它還算不上一個故事，只是一個很好的創(chuàng)意。不過至少它能引起大家的興趣，因此我們不妨從此入手。

????只要有好的創(chuàng)意，即使制作不得力，也能獲得成功。在動畫界，我只知道一部創(chuàng)意很差，但由于完美的制作而大獲成功的影片——《料理鼠王》（Ratatouille）。

????相信我，這部片子的創(chuàng)意真的很爛。想想吧，一只半寫實主義的老鼠在廚房里烹飪大便吃。只要是精神正常的人，都不會說：“太棒了，這真是個好創(chuàng)意?！边@個創(chuàng)意很爛，不過制作得十分出色，而且故事也講得很棒。事實上，我認(rèn)為這是當(dāng)代最好的動畫作品之一。

????譯者：項航

????With summer in full swing and popcorn flicks like Captain America and Harry Potter opening with robust ticket sales, you'd think Hollywood execs would be beaming. But DreamWorks Animation CEO Jeffrey Katzenberg has some beef with his industry. According to Katzenberg, audiences are flocking to theaters, but the quality of the movies are "unbelievably bad."

????Katzenberg appeared at Fortune's Brainstorm Tech conference last week in Aspen, Colo., where he offered the attendees some frank insight. Here's an edited portion of his comments:

????Today the thing that is probably most askew in Hollywood is the issue of marketability versus playability, and what that really means is that there is this sort of unholy alliance that has existed forever between art and commerce, show and biz. Today, it's out of balance, and it's too much on the biz, too much on the commerce, too much on the marketability. … The last seven or eight months of movies is the worst lineup of movies you've experienced in the last five years of your life. They suck. It's unbelievable how bad movies have been.

????There is an ebb and flow that comes on, and there is an action and there's a reaction to it, and yes, they will change and there will be an adjustment that will get made to that. It's a very entrepreneurial world, and I think you will see that right itself with time. But, right now -- today -- it's a particularly dreary moment.

????We're always looking for a great idea, a great story. You know, people often ask, how do you know if something is a great story, and unfortunately, I think it's more art than science to that. I do know that there are some things that just catch people's interest and it doesn't matter -- it works anywhere anyplace in the world.

????I have to say every time I ever said the words "Kung Fu Panda" wherever I was in the world, somebody would smile and say, "What's that about?" That to me is a good idea. It's not a story, but at least it's something that is going to intrigue people, and it's a place to get started.

????You can have a good idea and bad execution and have a success. I only know of one time that I can think of in the field of animation where somebody had a bad idea and had perfect execution and the movie was breathtaking: Ratatouille.

????I assure you this is a bad idea. Let's have a semi-realistic rat in a kitchen cooking shit to eat. No one in their right mind is going to say, "Well, that's a good idea." It's a bad idea, but it's so beautiful in its execution and such a great piece of storytelling. And actually, I think it's one of the great pieces of animation of our time.