Movie Alchemy – Alchemy In Technicolor

Alchemy in Technicolor

“As a kid growing-up with a particularly geeky fascination for color, it was rather serendipitous to spend nearly two decades of my motion picture career working on behalf of Technicolor. The name Technicolor conjured up a kind of wonderment. Working there only heightened my appreciation for what happened behind the curtain. Maybe it wasn’t the Land of Oz… but it did have its share of wizards!”

Joining Technicolor in 2001, and spending most of the next two decades working for the historic brand as Vice President of Marketing, Robert Hoffman presents decades of research and insight into the company’s celebrated history taking readers inside the “greatest name in color” at the height of its aesthetic dominance. Alchemy in Technicolor pulls back the curtains on the historic brand focusing on its seminal era within motion picture history.

Bob Hoffman's new book, Alchemy in Technicolor, isn't just an exercise in film history (though it succeeds just fine on that score, too); this volume is as much an exploration of aesthetics as it is a document of a series of processes that helped shape the face of 20th-century cinema. This is no mean feat, given how the very name has become something bigger than any of the processes and equipment associated with Technicolor. The author, who has a long history in the industry ranging from sound work to publicity (the latter including a decades-long stint at Technicolor as the advent of digital was shepherding in a new era for film), weaves his telling of Technicolor's story deftly, illustrating with incidents from multiple eras rather than just presenting a straight-line chronology.Joining Technicolor in 2001, and spending most of the next two decades working for the historic brand as Vice President of Marketing, Robert Hoffman presents decades of research and insight into the company’s celebrated history taking readers inside the “greatest name in color” at the height of its aesthetic dominance. Alchemy in Technicolor pulls back the curtains on the historic brand focusing on its seminal era within motion picture history.

Most histories of Technicolor focus on Hollywood in the 1930s, on the heyday of “glorious” color featuring yellow brick roads and ruby slippers. Bob Hoffman, former vice president of Marketing and Public Relations at Technicolor, takes us on a highly personal journey through Technicolor’s post-war evolution from novelty to norm, its expanding global reach (with key labs in London, Paris, and Rome) and its development of a highly nuanced color palette capable of telling all sorts of stories ranging from Hollywood spectacles to European art films. Hoffman gives us a window onto the world of dye transfer imbibition printing (Technicolor Process No. 5) within which the cinema’s greatest artists worked their magic, including directors Michael Powell and Emeric Pressburger, John Ford, Alfred Hitchcock, John Huston, Jean Renoir, Luchino Visconti, Bernardo Bertolucci and Francis Ford Coppola, not to mention their cinematographers: Jack Cardiff, whom Hoffman describes as having “a love affair with light,” Vittorio Storaro, cinema’s Caravaggio, whose ”films are always a master class and celebration of lighting and color,’” and Gordon Willis, “one of the greatest cinematographers in the history of American filmmaking.”

Bob Hoffman's Alchemy in Technicolor presents the definitive chronicle of a motion picture process whose look, though familiar to millions, is understood by few. Immanently readable and complemented by beautiful illustrations, he examines one of our most significant cultural touchstones with an insider's assurance and a fan's enthusiasm. It will appeal to everyone interested in film and will no doubt become the go-to volume for every historian that follows in his wake. Beautifully illustrated with over 175 images, Alchemy in Technicolor is a must-read for anybody interested in motion picture color.

When I learned about Bob’s masterful book I was thrilled. I’m still in awe of this massive undertaking! I couldn’t put it down. His storytelling highlights not only the technological advancements but also the artistry and vision that brought Technicolor’s vibrant palette to life and the personalities and players that have become legend. I knew little about the intertwined histories of Technicolor and Kodak, and Bob showcases how their competition and collaboration shaped the trajectory of film history. For anyone passionate about the history, the technical advancements and the artistry of cinema, this book, complete with memorable classic photographs and newspaper clippings, offers an unforgettable journey through several pivotal chapters of visual storytelling. It’s a must read for every film student and cinephile.

Hoffman’s beautiful book, Alchemy in Technicolor, is a must for anyone interested in the history of cinema. The advent and evolution of color in cinematography changed not only the history of the film medium but also world culture, and there was no more captivating color process than the two-strip and three-strip Technicolor formats, which allowed filmmakers to paint in rich and saturated hues that brought enchanting worlds to life. Alchemy in Technicolor is not only an entertaining and visually stunning account of color in film, but it also rewrites many of the misconceptions that have swirled around this most important company, one that literally changed our modern perception of the world.

Alchemy In Technicolor – Hardcover
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Movie Alchemy Blog

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