徐靜蕾:夢想如何照進現實(圖)

In a Chinese society that prizes modesty, Xu Jinglei, a successful actress, director and blogger, is not shy about trumpeting her victories″or her natural talents.

'I'm pretty…smart…curious…a fast learner,' she says matter-of-factly, sitting in her bare office near Beijing's Chaoyang Park, decorated only with a few posters advertising her latest movie. Then, she adds with a laugh, 'Chinese are not used to bragging about themselves. But I'm 36. I don't want to pretend otherwise.'

Ms. Xu has every reason to be proud of her accomplishments since she first came into the public eye as a 20-year-old acting student playing a policewoman who falls in love with a gangster in a popular TV drama series.

在崇尚謙遜的中國社會，身爲成功演員、導演和博客作者的徐靜蕾，並不羞於鼓吹自己的成功和天賦。

她坐在北京朝陽公園附近一間略顯簡陋的辦公室裏（也在很多訪談節目裏）說：我漂亮……聰明……有好奇心……學東西快。這間辦公室只貼着一兩張《杜拉拉昇職記》的電影海報，在採訪她時這部電影剛剛上映。誇完自己徐靜蕾會笑起來。她說：“中國人不習慣這麼自大，但我都36歲了，我不能老天天地夾着尾巴，明明是這麼想的還不這麼說。”

徐靜蕾完全有理由爲她的成就感到驕傲，她20多歲時就走入了公衆的視野，當時還是表演專業學生的徐靜蕾在一部熱播電視連續劇《一場風花雪月的事》中扮演了一名女警察，這個角色與一個黑幫人物墜入了愛河。

But this Beijing native is far from vain. She has a way of connecting with ordinary people by coming across as being as normal as they are. Her blog, which has attracted more than 286 million page views since late 2005, is full of mundane details of her daily life, such as her insomnia, her cats, her diet (She has a healthy appetite for an actress.) and photos that show her with little make-up and wearing casual clothes. Her writing style, while loose, has an endearing quality of candidness, as if to say, 'Look, here's my life, and it's no different from yours. And I love it!'

She knows how to capitalize on that perception and her influence commercially while not trying to glorify it. She started a monthly digital magazine called Kaila, meaning 'opened' or 'started,' in April 2007 when she was the top blogger in China. The magazine, focusing on youth lifestyle, has average monthly page views of 10 million, and she's started selling jewelry under the Kaila brand since April.

Ms. Xu says she founded the magazine to fulfill a childhood dream, as well as to cultivate relationships with advertisers that might also be interested in her film projects. Her magazine and production companies now employ about two dozen people, mostly in their 20s.

但在北京長大的徐靜蕾絕不是個自負的人。她很會通過自己的博客與普通人溝通，博客裏的她看起來跟普通人沒什麼兩樣。自從2005年末推出以來，她的博客累計點擊量已經超過2.86億，博客多是有關她日常生活的瑣碎細節，比如失眠、她的貓們，她的飲食 (對於一個女演員來說她的胃口不錯)，以及她穿着隨意、不施什麼脂粉的照片。她的寫作風格雖然隨意，卻有一種惹人喜愛的直率，好像是在跟讀者說：看，這就是我的生活，和你們的生活沒什麼不同。我喜歡我的生活！

徐靜蕾懂得如何利用自己的知名度和影響力進行商業運作，她並不對此遮遮掩掩或是加以粉飾。2007年4月，在她佔據中國最知名的博客作者位置時，她創辦了一份名叫《開啦》的電子雜誌。這份雜誌專注於青年人的生活方式，月平均點擊量達到1,000萬次，今年4月以來徐靜蕾開始出售“開啦”品牌的飾品。

徐靜蕾說，她創辦這份雜誌是爲了圓兒時的一個夢，也是爲了接觸到廣告客戶，其中一些有可能也對投資她的電影項目感興趣。徐靜蕾的雜誌和影視製作公司現在共僱了20多人，其中大多是20多歲的年輕人。

A couple of advertisers in her magazine, such as Lenovo computers, appeared in her latest movie, 'Go Lala Go!' It's a drama about a young woman, Lala, and her office romances that has a flavor of 'Sex and the City' and 'Cashmere Mafia.' Because of product placements, which include Mazda cars and Lipton tea, investors in the movie got back two thirds of their 20 million yuan ($2.9 million) investment even before its release. The movie went on to become a blockbuster, by Chinese standards, taking in more than 100 million yuan at the box office, and making Ms. Xu the most commercially successful female director in China.

She took some criticism from the media for the product placements in the movie, which she co-wrote and directed and in which she played the leading role (although she wasn't an investor). One online commentator wrote caustically that 'the audience didn't buy a ticket to watch commercials.' The article was picked up by the website of the People's Daily and several major online portals. But she's not apologetic. She says it's a commercial reality that everybody in China's film industry has to face. Investing in films is a risky business in China, she says, because there aren't as many cinemas as in the U.S., audience sizes remain relatively small and copyright isn't effectively protected. 'I'm a creative person who keeps investors in mind,' she says. 'Whatever I do, first it has to be interesting to me. But it also has to be commercially viable. Otherwise, I won't do it.'

Ever the pragmatist, Ms. Xu is keenly aware of risks in the content business in China.

聯想等在她雜誌上登過廣告的公司果然出現在了徐靜蕾的最新影片《杜拉拉昇職記》中。這是一部關於年輕女孩杜拉拉和她辦公室愛情故事的電影，片子有《慾望城市》(Sex and the City)和《慾望女人幫》(Cashmere Mafia)的影子。徐靜蕾是這部影片的編劇之一，她還是該片的導演和主演 (但不是投資人)。由於影片中安排了馬自達汽車和立頓紅茶等產品的植入式廣告，該片的2,000萬元投資甚至在影片上映前就收回了三分之二。《杜拉拉昇職記》的票房收入超過了一億元，按中國的標準衡量很可觀。這也使徐靜蕾成了中國商業上最成功的女導演。

她因影片中的植入式廣告而受到了媒體的一些批評。一位網絡評論員寫道：觀衆買票進影院是看電影而不是看廣告，你是否考慮過消費者的合法權益這個問題？這篇評論文章被人民網和中國幾家主要門戶網站轉載。但徐靜蕾並不認爲這有什麼錯。她說，這是一箇中國電影業人士都必須面對的商業現實，投資拍電影在中國是一項高風險生意，因爲中國的影院沒有美國那麼多，電影觀衆規模依然相對不大，電影版權沒有得到有效保護。徐靜蕾說：“我是個非常考慮投資人利益的創作者。...無論我做什麼，首先要有意思，然後要商業上可行，我不會做不可行的事。”

作爲一名實用主義者，徐靜蕾也深知在中國從事內容業務的風險。

In her blog, she seldom touches upon politics or sensitive social issues, unlike China's most influential blogger, Han Han, who is a social critic and was once rumored to be her boyfriend. (He appeared on the cover of her magazine in May.) The launch of Mr. Han's own magazine has been postponed for more than six months for reasons unclear. Ms. Xu was also rumored to have dated the satirical novelist Wang Shuo.

She laid out five rules for her blog in 2008″never use people's real names; no critical comments of others; share happiness, not worries; no talk about politics and current affairs (so that her family won't have to worry about her). But if there's something she really needs to get out of her system, the fifth rule says, 'For the benefit of both body and heart, it's best to spill it out and bear the consequence.'

Now she updates her blog rarely, sometimes not even once a month, which was the case in May. But still lists her as the second most popular blogger after Mr. Han, and when she writes, mostly to promote her film and magazine, the posts command heavy online traffic. Her two-paragraph blog on April 16 got nearly 373,000 hits and over 4,400 comments. What it says is very simple: it was her birthday and everybody please go to see 'Go Lala Go!'

與目前中國最具影響力的博客作者韓寒不同，她在自己的博客中很少觸及政治或敏感社會問題。韓寒是一位社會評論家，曾經被傳是她的男朋友 (韓寒今年5月還登上了徐靜蕾雜誌的封面)。由於一些不清楚的原因，韓寒自己雜誌的推出時間已經被推遲超過了六個月。徐靜蕾還被傳曾與諷刺小說家王朔交往過。

她2008年爲自己的博客定下了五條原則：儘量不提別人的名字；儘量剋制自己的刻薄；儘量報喜不報憂；儘量不談政治，不論時事，讓家人放心。但第五條原則是：“實在想說的話，也別太憋着，一方面對身心有益。但是後果自負。”

徐靜蕾現在每月更新自己的博客只有有限的幾次，有時甚至一個月也不更新一次，今年5月就是這樣。新浪網仍然將徐靜蕾列爲受歡迎度僅次於韓寒的博客作者，當她更新時，新寫的博客總會吸引大量瀏覽量。她現在的博客主要是爲了宣傳她的電影和雜誌。她在4月16日發表的那篇只有兩段文字的博客文章得到了近37.3萬的點擊量，4,400條讀者評論。這篇博文的內容非常簡單：那天是她的生日，請大家都去看《杜拉拉昇職記》；影片那個週末上映，票房收入非常不錯。

But underneath her commercialism and pragmatism, she has her principles. Ms. Xu refuses to run ads on her blog even though it's the most influential medium among the three she's involved in. 'That would make it too commercial,' she says. She writes for fun. Besides, unlike her magazine and films, there's no cost involved (except herself) so there's no need to make money out of it, she says.

As for the blog de mode, 's Twitter-like service, Ms. Xu isn't interested. She's too busy with movie projects. 'I won't do things because of expectations of others,' she says. 'I do things because I want to do them. That's the only reason I can do things well.'

但在商業主義和實用主義的外表下，徐靜蕾做事有她的原則和底線。她拒絕在自己的博客上登廣告，儘管博客是她所涉獵的三個媒介中最有影響力的一個。徐靜蕾說，那會讓博客太商業化了，自己寫博客是出於興趣。與雜誌和電影不同，寫博客沒有成本 (除了她個人這個成本)，所以也不需要從博客上掙錢。

說到在新浪網上開微博，徐靜蕾表示她沒興趣這麼做，她目前把注意力主要放在電影上了。她說：“我不希望別人的期待變成我的壓力，最重要的是自己想做什麼，有這種動力纔是你可能做好一件事情的原因。”