Power to Creativity: From Hollywood to Pixar, through Italy

Power to Creativity: From Hollywood to Pixar, through Italy

I'm not sure if anyone would dare to translate Armando Fumagalli's latest book, but it would clearly be worth it. Creatività al potere: da Hollywood alla Pixar passando per l'Italia, edizioni Lindau 2013 (Power to Creativity: From Hollywood to Pixar, through Italy ) is an excellent and useful read for anyone trying to navigate the jungle of the contemporary audiovisual industry.

Fumagalli dissects the American paradigm and contrasts it with Europe (particularly with Italy) to expose it to this unprecedented model of managing creativity: Pixar. It is the most successful company in the history of cinema; the only one capable of putting out, as of now, 13 blockbusters without fail. Pixar is an atypical business not only due to its numbers but the philosophy behind it.

If we give a closer look at the table of contents, we see that the book starts with the Storytelling (cinema, television, literature), in order to fluidly analyze what is Hollywood and how it works: the majors, the agents, etc., but not only. It also analyzes the "soul" of Hollywood: ethnicities, cultures, ideologies... Positive aspects are highlighted, but negative dimensions are equally identified, for example in the section "Why Hollywood Wins and Why it could Lose". From there, the link is made between cinema and television, in the US and in Italy. The last and lengthiest chapter is dedicated to Pixar as an alternative model.
The book contains an ample bibliography and the endnotes after each chapter aren't wasted. Fumagalli knows his stuff. His thorough documentation is supported by his hands-on experience in the audiovisual field (working many years as a consultant for Lux Vide), as well as his numerous professional interviews and trips to the most important global film production centers in Shanghai, Hollywood, and San Francisco (in whose suburbs is the small city of Emeryville, home to Pixar's headquarters).
In short, it's a read that doesn't disappoint nor does it lose sight of film's double dimension as art and industry.