????現(xiàn)在，?？怂辜彝蕵?lè)公司(Fox Home Entertainment)已經(jīng)在所有平臺(tái)上發(fā)布了尚未評(píng)級(jí)的導(dǎo)演剪輯版《金剛狼》(The Wolverine)，導(dǎo)演詹姆斯?曼高德也推出了這部超級(jí)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(zhí)導(dǎo)了另一部大片——他為美國(guó)動(dòng)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??？怂古c一群游戲玩家在拉斯維加斯擊落了數(shù)架無(wú)人機(jī)。進(jìn)入零售市場(chǎng)僅24小時(shí)后，《使命召喚：幽靈》就斬獲了超過(guò)10億美元的收入。

????“我不是經(jīng)常拍廣告，但我非常想跟制作團(tuán)隊(duì)的好幾位朋友重新團(tuán)聚，”曼高德說(shuō)?！皩?duì)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(gòu)思出了一個(gè)絕佳創(chuàng)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(chǎng)面和人物。”

????曼高德一直密切關(guān)注不斷變化的娛樂(lè)業(yè)格局，其中就包括視頻游戲領(lǐng)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(tài)探索全新的社交網(wǎng)絡(luò)機(jī)會(huì)。比如，曼高德使用微視頻服務(wù)Vine發(fā)布了一段時(shí)長(zhǎng)6秒的《金剛狼》預(yù)告片。他說(shuō)，這段預(yù)告片的下載量在上線頭3天就達(dá)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(shù)接觸影迷，我認(rèn)為這種做法值得鼓勵(lì)，”他說(shuō)?！半娪暗耐茝V方式不能停留在刊登整版報(bào)紙廣告，也不能光靠幾個(gè)熱門電視節(jié)目發(fā)布30秒的廣告片。現(xiàn)實(shí)情況是，電影現(xiàn)在可以通過(guò)多種途徑抵達(dá)受眾。”

????11月19日，在發(fā)布藍(lán)光和DVD版本兩周之前，?？怂构韭氏仍趇Tunes、亞馬遜(Amazon)、谷歌電子市場(chǎng)(Google Play)、Xbox和Target Ticket等多家數(shù)碼賣場(chǎng)發(fā)行了《金剛狼》的數(shù)字高清版本，從而讓這部影片能夠更早地抵達(dá)更多消費(fèi)者。這種發(fā)行方式已經(jīng)成為家庭娛樂(lè)行業(yè)的一大發(fā)展趨勢(shì)。

????“許多消費(fèi)者把電影視作數(shù)字財(cái)產(chǎn)，而不僅僅是光盤，所以電影業(yè)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(lái)源的鏈接）以適應(yīng)這種理念，具有增加價(jià)值的巨大作用，”曼高德說(shuō)?！半娔X旁邊那些更加精明的觀眾對(duì)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(píng)判這些材料的方式是一個(gè)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."??