Chapter 34 episode five target disney

Although the film creation was smooth sailing, around 2003, the cooperation between Pixar and Disney still had trouble.In terms of sharing and copyright, Jobs wanted to obtain a cooperation agreement that was more beneficial to Pixar, but Eisner always disagreed.Talks between the two companies have been intermittent. In January 2004, Jobs unilaterally terminated the negotiations. Jobs publicly belittled Disney's contribution to filming, saying: "In fact, Disney has rarely cooperated with us on the technical level of filming for many years. Most of the cooperation is limited to the market distribution of films, not filming. "

Jobs even declared that Pixar's brand influence has surpassed that of Disney: "Pixar is the most influential and trustworthy brand in the current animation film industry. Pixar's movies are more convincing to fans than Disney's movies. Fans make more sense." Disney's public relations spokesperson responded publicly: "Jobs's remarks are inappropriate. His remarks are regrettable. He not only attacked and insulted Disney, but also damaged Disney's reputation after the negotiations broke down. We hope Jobs will take care of himself." In fact, because of the rise of 3D computer animation technology pioneered by Pixar, animated films are fully tilting towards 3D animation.At that time, Pixar's movies had already accounted for more than 45% of Disney's total profits.In a sense, the dispute between Jobs and Eisner has directly affected the future of the animation film industry.Even Al Gore, then vice president of the United States, tried to mediate between Pixar and Disney.

The break between the two animation giants, Disney and Pixar, has only one outcome, that is, both losers.If they parted ways, Disney would lose huge revenue, and Pixar would lose the best distribution platform. Disney's shareholders and board of directors quit. They can't sit back and watch Eisner ignore the strategic cooperation between the two companies because of the so-called sharing and copyright issues.Led by Roy Disney of the Disney family, shareholders and the board of directors launched a "Save Disney" campaign to force Eisner to step down. In September 2005, Eisner resigned as Disney's chairman and CEO.

After driving away Eisner, the cooperation between Disney and Pixar was put on the agenda again.The more rational Disney management team issued a more kind invitation to Jobs, and this time the invitation was not an ordinary partnership, but a company merger! On January 24, 2006, Disney officially announced that it would acquire Pixar for approximately US$7.4 billion.Because of this transaction, Jobs became Disney's largest individual shareholder and joined Disney's board of directors, truly becoming a pivotal figure in the film industry. Counting from being expelled from Apple in 1985 to returning to Apple at the end of 1996, Jobs did two things in the past 12 years. One was to found NeXT and was acquired by Apple, and the other was to acquire Pixar and was eventually acquired by Disney. .The first one was a complete failure, but the latter one was a success after repeated defeats.

If the greatest legacy that NeXT left for Jobs is the experience of failure and the process of maturing, then the most valuable thing that Pixar left for Jobs may be thinking about the relationship between technology and art. Making animated movies brought Jobs a completely different experience than developing computers.Jobs concluded in an interview: "In the computer industry, every product is destined to become the accumulation of history and be replaced by new products in a few years or more than ten years. The animation industry is completely different. Pixar is making it Created into a culture of sustainable renewal, each generation of children sees Pixar cartoons with new eyes. "Snow White" was recently released on video and sold almost 20 million copies. You know, "Snow White" is almost 60 years old. I think in 60 years, people will watch "Toy Story" like "Snow White" today. A good movie will be watched by people for 60 to 100 years, which is true A miraculous thing."

Just like Pixar is good at using innovative computer technology to shoot highly ornamental cartoons, technology can release the potential of art, and art in turn can make technology more lovely and unique.Although Jobs himself was criticized by Pixar artists as having no artistic appreciation, he is indeed the best combination of engineering perspective, artistic taste and public demand on the planet. Jobs understood the truth of the combination of technology and art very early on. In 1982, he took the entire Macintosh team to see the artwork of Louis Comfort Tiffany.Louis Tiffany is the son of jewelry tycoon Charles Lewis Tiffany (Charles Lewis Tiffany), who devoted his life to designing beautiful handicrafts made of stained glass or mosaic inlays with superb artistic skills.Louis Tiffany's pursuit of art and Jobs' understanding of art lead to the same goal: good technical products should have the best artistic design, and good artwork should also be owned and used by the general public.

Take a look at the beautiful industrial designs of Apple after the return of Jobs: from the transparent colorful casing of iMac to the thin and light metal body of MacBook Air, from the dynamic music shape of iPod to the minimalism of iPhone and iPad The smooth lines... Who can really tell whether these products are outstanding high-tech, beautiful art design, or fashionable consumer elements? Oracle's Larry Ellison said of Jobs: "He had the mind of an engineer and the heart of an artist."