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1、迪士尼 星球大战 迪士尼和神话创造Disney Star Wars, Disney and myth-making迪士尼 星球大战,迪士尼和神话创造How one company came to master the business of storytelling一个公司如何成为兜售故事的商业传奇FROM a galaxy far, far away to a cinema just down the road: “The Force Awakens”, the newest instalment of the Star Wars saga1, is inescapable this Chr
2、istmas. The first Star Wars title since Lucasfilm, the owner of the franchise, was acquired by Disney in 2012 for $4.1 billion, it represents more than just the revival of a beloved science-fiction series. It is the latest example of the way Disney has prospered over the past decade from a series of
3、 shrewd acquisitions2 (see article). Having bought Pixar, Marvel and Lucasfilm, Disney has skilfully capitalised on their intellectual propertyand in so doing, cemented its position as the market leader in the industrialisation of mythology. Its success rests on its mastery of the three elements of
4、modern myth-making: tropes3, technology and toys.从遥远的星际抵达你周边的电影院星球大战 7：原力觉醒这部星战系列的最新影片就在圣诞期间上映，不容错过。早期星战系列电影出自卢卡斯影业名下，该公司在 2012年被迪士尼以 41 亿美元收购。不仅又让拥趸颇多的科幻系列重回影迷视野，还成为迪士尼公司另一个成功收购案例在过去十年，迪士尼走了一条通过成功收购而实现蒸蒸日上的发展路径（另见文）。它先后收购了皮克斯，漫威和卢卡斯影业，并巧妙的利用自己的1 Saga:传说；冒险故事；英雄事迹.2 Shrewd acquisition: shrewd 精明的，但是
5、译为成功的收购.3 Trope: 比喻；转义.知识产权获益。在这一过程中，迪士尼也巩固了奇幻题材故事产业的领导者地位.。它的成功依赖于掌握了现代奇幻电影制作的三大要素：类型化，高科技和相关玩具产品。 From Homer to Han Solo从荷马到韩索罗Start with the tropes. Disney properties, which include everything from “Thor” to “Toy Story”, draw on well-worn4 devices of mythic structure to give their stories cultura
6、l resonance. Walt Disney himself had an intuitive5 grasp of the power of fables. George Lucas, the creator of Star Wars, is an avid student of the work of Joseph Campbell, an American comparative mythologist who outlined the “monomyth” structure in which a hero answers a call, is assisted by a mento
7、r6 figure, voyages to another world, survives various trials and emerges triumphant. Both film-makers merrily plundered7(钟情于) ancient mythology and folklore. The Marvel universe goes even further, directly appropriating8 chunks of Greco-Roman and Norse mythology. (This makes Disneys enthusiasm for f
8、ierce9 enforcement of intellectual-property laws, and the seemingly perpetual extension of copyright, somewhat ironic10.)先从类型化说起。迪士尼旗下的众多作品，包括雷神、玩具总动员等等，都采用了老调重弹的神话故事架构来让观众产生文化共鸣。沃特迪士尼自身非常清楚寓言故事的魅力。星战系列导演乔治卢卡斯热衷于借鉴约瑟夫 坎贝尔的作品。坎贝尔是一名比较神4 Well-worn:用久了的；老调重弹；平凡的.5 Intuitive：直觉的.6 Mentor:导师（良师益友） ；指导（vt
9、.）7 Plunder:抢夺.8 Appropriate:适当的；拨出，占用.9 Fierce:读音10 Ironic:读音.话学者，他提出了“神话故事原型论”（Monomyth）。即在一个英雄的旅程当中，英雄主角需要完成一个使命，他通常在某个导师的指引下去到另一个世界，历经千难万险最终成功。两大电影制作公司也钟情借用古代神话和民间传说。漫威超级英雄更夸张，直接取材于许多古希腊罗马和中世纪斯堪的纳维亚的神话。（这让一向严格实施版权保护，并不停延长其版权期限的迪士尼公司，看起来多少有些讽刺。）The internal mechanics of myths may not have changed
10、 much over the ages, but the technology used to impart them certainly has. That highlights Disneys second area of expertise. In Homers day, legends were passed on in the form of dactylic hexameters11; modern myth-makers prefer computer graphics, special effects, 3D projection, surround sound and int
11、ernet video distribution, among other things12. When Disney bought Lucasfilm it did not just acquire the Star Wars franchise; it also gained Industrial Light Magic, one of the best special-effects houses in the business, whose high-tech wizardry is as vital to Marvels Avengers films as it is to the
12、Star Wars epics13. And when Disney was left behind by the shift to digital animation, it cannily revitalised14 its own film-making brand by buying Pixar, a firm as pioneering in its field as Walt Disney had been in hand-drawn animation. Moreover, modern myths come in multiple media formats. The Marv
13、el and Star Wars fantasy universes are chronicled in interlocking films15, television series, books, graphic novels and video games. Marvels plans are mapped out until the mid-2020s.11 Dactylic hexameter:抑扬六步格.12 Among other things: and so on13 Epics:史诗；叙事诗.14 Revitalize:使重新迸发活力 .15 Interlocking fil
14、ms:系列电影.神话故事架构可能未随时间流转变样，但是让其流传开来的技术手段却日新月异。这也是迪士尼公司科技特长的精彩所在。在荷马史诗的年代，英雄故事要用长短格六步格韵体写就；而在现代，计算机绘图，特效，3D，环绕立体声，在线视频转发等等媒介就能够承载这些故事。迪士尼买下卢卡斯影业不仅获得了星球大战系列的版权，还同时把光影魔幻工业（特效行业最佳公司之一）收入囊中，这家公司对星战系列的重要性不亚于它对成就复仇者联盟做出的贡献。动画制作在数字化转型，老牌迪士尼曾一度跟不上脚步，但收购皮克斯使其动画制作重焕生机。毕竟皮克斯在数字动画制作领域的地位堪比当时手绘动画时代的沃特迪士尼。而且，现代奇幻作品通
15、常采用多平台推广，漫威和星战就陆续出品系列电影、电视剧，图书，漫画和电游。漫威影业要推出的作品续集已经排到了 2020 年。But these days myths are also expected to take physical form as toys, merchandise and theme-park rides. This is the third myth-making ingredient. Again, Walt Disney led the way, licensing Mickey Mouse and other characters starting in the
16、1930s, and opening the original Disneyland park in 1955. Mr Lucas took cinema-related merchandise into a new dimension(新局面), accepting a pay cut as director in return for all the merchandising rights to Star Warsa deal that was to earn him billions. Those rights now belong to Disney, and it is making the most of them: sales of “The Force Awakens” merchandise, from toys to clothing, are expected to be worth up to $5 billion alone in the coming year. In all, m
