《金剛狼》導演的高科技生活

????現在，福克斯家庭娛樂公司(Fox Home Entertainment)已經在所有平臺上發布了尚未評級的導演剪輯版《金剛狼》(The Wolverine)，導演詹姆斯?曼高德也推出了這部超級大片的終極版本。這部電影在全球各地賺取的4.14億美元票房收入的確令人印象深刻，但曼高德今年初還執導了另一部大片——他為美國動視公司(Activision)的視頻游戲巨制《使命召喚：幽靈》( Call of Duty: Ghosts)拍攝了一部廣告。在這部廣告中，著名影星梅根?福克斯與一群游戲玩家在拉斯維加斯擊落了數架無人機。進入零售市場僅24小時后，《使命召喚：幽靈》就斬獲了超過10億美元的收入。

????“我不是經常拍廣告，但我非常想跟制作團隊的好幾位朋友重新團聚，”曼高德說。“對于如何制作一部講述生活在游戲中的普通玩家（而不是名人）的廣告，他們構思出了一個絕佳創意。他們非常希望這則90秒鐘的廣告片能夠展示出他們心目中的場面和人物。”

????曼高德一直密切關注不斷變化的娛樂業格局，其中就包括視頻游戲領域。為了讓更多影迷看到自己的電影，他也以非常開放的心態探索全新的社交網絡機會。比如，曼高德使用微視頻服務Vine發布了一段時長6秒的《金剛狼》預告片。他說，這段預告片的下載量在上線頭3天就達到了2.5億次。

????“電影公司正在非常努力地嘗試使用和利用新技術接觸影迷，我認為這種做法值得鼓勵，”他說。“電影的推廣方式不能停留在刊登整版報紙廣告，也不能光靠幾個熱門電視節目發布30秒的廣告片。現實情況是，電影現在可以通過多種途徑抵達受眾。”

????11月19日，在發布藍光和DVD版本兩周之前，福克斯公司率先在iTunes、亞馬遜(Amazon)、谷歌電子市場(Google Play)、Xbox和Target Ticket等多家數碼賣場發行了《金剛狼》的數字高清版本，從而讓這部影片能夠更早地抵達更多消費者。這種發行方式已經成為家庭娛樂行業的一大發展趨勢。

????“許多消費者把電影視作數字財產，而不僅僅是光盤，所以電影業做出改變（其中也開始包括提供額外材料和更多額外材料來源的鏈接）以適應這種理念，具有增加價值的巨大作用，”曼高德說。“電腦旁邊那些更加精明的觀眾對以往只埋藏在光盤上的大量背景材料很感興趣。所以，為在線觀眾提供這些材料和評判這些材料的方式是一個巨大且非常重要的改變。”??

????The unrated, extended director's cut of The Wolverine is now available across all platforms from Fox Home Entertainment, and director James Mangold has unveiled his ultimate vision of the blockbuster film. The $414 million the movie made at the global box office was impressive, but Mangold had his hand in a different blockbuster earlier this year. Mangold directed the commercial for Activision's (ATVI) Call of Duty: Ghosts, which featured Megan Fox shooting down drones in Las Vegas with a group of gamers. Ghosts made more than $1 billion in its first 24 hours at retail.

????"I don't do ads that often, but I got to work with several crew members who I wanted to reunite with," said Mangold. "They had a really wonderful concept for how to create a piece about regular gamers, instead of celebrities, that were living inside the game. They had a lot of ambition about the spectacle and the characters they wanted to put on screen for 90 seconds."

????Mangold keeps a close eye on the evolving entertainment landscape, which includes the video game business. He's also open to exploring new social networking opportunities when it comes to connecting fans with his films, such as using microvideo service Vine to release a six-second trailer for Wolverine, which Mangold said was downloaded 250 million times in the first three days.

????"Movie studios are trying to be really progressive about using and utilizing new technology to reach fans, and I think that should be encouraged," he said. "Movies can't exist on just the old full-page ads in the papers and on 30-second spots on a couple of hit TV shows. The reality is that there's a lot of ways to reach people now."

????Fox was able to reach more consumers earlier by releasing The Wolverine on Digital HD across digital stores like iTunes (AAPL), Amazon (AMZN), Google Play (GOOG), Xbox (MSFT), and Target Ticket (TGT) on November 19, two weeks before the Blu-ray and DVD release. It's part of a growing trend in the home entertainment industry.

????"A lot of people are consuming pictures as digital property, not only as discs, so the adaptation of the business to embrace that -- and also to begin including the extras and links to sources with more extra material -- is a huge function in adding value," said Mangold. "The more savvy audience that is on computers is really interested in a lot of the background material that has historically been buried only on discs, so offering that material and offering ways of accessing that material to audiences online is a huge change -- and an important one."??