The Hunger Games: Breaking the Bank

Source: Friday’s Culture Casserole from foodforthesoul

I, along with tens of thousands, saw The Hunger Games on opening weekend and, according to Entertainment Weekly’s Inside Movies box office update, the opening day box office for the film was the best for a non-sequel.  Hoping to avoid the seemingly inevitable throngs that would be lined up to see this movie that’s all the rave and taking the nation by storm, a friend and I made a plan to see the earliest Saturday morning showing at a nearby ‘hundredplex.’

For the most part, I’m not the kind of girl who likes the idea of queuing up to see anything … at least not since I lined up outside Radio City to attend that Jackson Five concert in the 80′s or that Christmas Day (in the 1990′s) when I stood in the cold to be among the first to see Godfather Part III  or … OK, I’m no longer that girl except when I am.  Anyway, I digress.  My friend and I joined a modest line-up of eager fans and saw the 9 AM showing of The Hunger Games on opening weekend which, I suppose, makes me part of the latest movie phenomenon.

Honestly, I had not heard about The Hunger Games until last year when a guest chef contributed a Culture Casserole to The Daily Special feature.  Even then, all I knew was the name and that it was a book.  So, my decision to go was based on 1) walking past a Barnes & Noble bookstore and seeing a throng of kids and adults, patiently waiting to purchase the book and get it signed, and 2) the spirit of adventure, curiosity and discovery that I possess.

So, there we were, watching The Hunger Games in IMAX, not knowing exactly what to expect and going along for the ride.  While I watched I found myself intrigued by many aspects of the production as well as the plot.

From a production standpoint, the film-making is grand, sweeping, worthy of an IMAX experience. In this day and age when movie goers are balking at high ticket prices ($18 per ticket for IMAX in New York City!) and opting for the small screen to watch movies, (or converting a living room wall into one’s own personal drive-in with the use of a movie projection system and watching movies streamed from NetFlix or DVDs borrowed from the library like a friend did recently), it is no easy feat to get fannies into the seats when there are so many options available to a technologically savvy population.  Mission accomplished on the part of the producers of The Hunger Games–it is definitely the kind of movie that truly benefits from the big screen experience–it is a visual smorgasbord of delight. And, at the before-Noon ticket price of $11 (full price for IMAX IS $18!) offered by the AMC Theatres in my city, it was a steal!

In terms of the plot, there were many themes that speak to where we are in life and who we need to be in the face of life’s circumstances.

At the macro level, there is the historically significant theme of children being called upon to bear the brunt of responsibility for past conflicts of adults; this is clearly reminiscent of the way armies press young people into duty (some are driven by patriotism, others looking to escape poverty) to fight the wars the adults have wrought.  Then there was the very topical theme of the 1% being supported and entertained by the 99% whose main focus in life is on survival.  Further, the disposability of young people by a satisfied, even decadent elite class whose concerns go to simple pleasures like having dessert or making light of matters of life and death might be viewed as indicative of the way many in our society are lacking in compassion for others. Witness the youthful ‘prank’ played by the Rutger’s student on his roommate who felt it was harmless to film his roommate having sex with his partner and acceptable to invite his friends and tweeps at a designated time to the viewing of this personal act between friends.  It was only because the young man, whose privacy was violated, committed suicide that this blatant disregard, even trivializing of such an action, was brought to light.  The fact that there was such blatant disregard for the privacy of another,  might be viewed as indicative of how we as a society have become so insensitive to the needs and boundaries of others.

At the micro level, we see the main protagonist, Katniss, playing the role of hunter-gatherer for her family, expressing strength by volunteering (and in all probability sacrificing her life) to protect her sister and reflecting classic role reversal when she as the child feels the need (based on past experience) to demand that her mother stay responsible and take care of the home and her sister while Katniss participates in the 74th Annual Hunger Games.  This theme in particular resonates with me and many of my friends of a certain age who are being called upon to  provide support to elderly parents, support that is often financial or physical or emotional, or all three.

With all that said, The Hunger Games is a riveting film and a worthy view.  And, at the end of the film, when the stage is set for the sequel, I realize I’m vested in what’s to come and, while I might or might not read the books, I will see the next theatrical installment.

Reality Show Nation

Summer 2010 could have been dubbed the “Summer of Snooki”, named for the much discussed breakout “star” of MTV’s hit reality show Jersey Shore.  For months, Snooki and her male counterpart The Situation have been getting more than their 15 minutes of fame via constant exposure – tabloid TV and magazines, website chatter and tweets – all anxiously reporting on every drunken stumble, questionable wardrobe selection and salacious hookup.  It’s been widely reported that Snooki was paid $30,000 per episode to appear in Season 2 - not bad for a 22 year-old former veterinarian technician student; and Elle magazine has just selected her as one of Hollywood’s most powerful women, alongside studio heads, network chiefs and Oscar winners such as Angelina Jolie and Sandra Bullock.

But this discussion is not about the supposed shame Jersey Shore’s cast has brought to the Garden State, but rather some thoughts on the impact of extreme personalities in our dynamic media and marketing environment.  Some, including The Atlantic’s Mark Ambinder posit that the pervasiveness of reality show characters has made wacky, crazy political candidates more acceptable:

But all the reality shows — and the characters who have been mainstreamed and are now a part of our lives, people who we would otherwise encounter when we browsed the tabloids at the supermarket — have conditioned us for “wild and woolly” candidates. Culture bleeds into politics, and the other way around.

Next week’s elections won’t spell the end of the parade of dysfunctional loudmouths – the winners will take their places in Washington DC and state capitols around the country to pontificate for the next 2, 4 or 6 years.  And some of the losers will leverage their new-found visibility into talk shows, book contracts and continue to assault our senses for months to come.  And every night we’re treated to another batch of reality show contestants – teen parents, addicts, alleged singers and dancers – will marketers’ messages be able break through this cacophony?

As mass media content (both entertainment and news) becomes extreme will marketing tactics need to become even more extreme to capture the attention of consumers?  Or will a softer tone get the message across more effectively? 

What do you think?  Please share your thoughts in Comments.

What’s up for 2010!

2010
We’ve had fun bringing our twist to those trends that got our juices flowing in 2009.  And now we cast our attention to 2010.  There are so many happenings that are showing up and we think they will be changing the way we all look at the world. 

In addition to updating past posts when it makes sense, here are a few themes we are following:

  1. The New Value, it’s not just about price.  It’s experiential, it involves conscious decision-making – so marketers might have new chances to make a first impression.  For established brands, could this development be a boon?
  2. Transparency.  The 2008 election highlighted how critical it was to voters to be authentic. Now we see marketers like Domino’s Pizza jumping on board, taking “truth in advertising” to a whole new level.  What else is next?
  3. Has outreach to Ethnic & Urban consumers become yesterday’s news?  The economics of advertising and promotion is giving companies pause and there have to be casualties.  How will this dollars and cents issue affect marketing decision-making?
  4. The End of Civility.  If 2009 told us anything, political correctness seems to have taken a back seat.  You remember Kanye West’s public dissing of Taylor Swift at the MTV Awards and Representative Joe Wilson calling President Obama a liar during the live broadcast of his health care speech to Congress and the American people.  How far is this going?
  5. Career Path, meet Career Streams.  Distrust of corporations has been growing for some time.  Mergers and acquisitions, unemployment, job attrition, to name a few factors, are forcing us to think of new sources of earning potential.  Could single payer income sources be a thing of the past?
  6. A New Twist on the “Water Cooler.”  With more people moving to flexible work schedules and with work teams comprising people from different locations and time zones, the pop culture discussion around the “water cooler” has practically disappeared.  What will drive the mass culture word-of-mouth when mass culture seems to have fragmented completely?

We look forward to bringing our take on these ideas and more so keep an eye out for some new views from New-Take in 2010!

We’ve Got Updates – Right Here!

Some updates on previous posts:

giftboxesAre eReaders going to be the “got-to-have-it” gadget for holiday gifting this year? Barnes & Noble has launched its own dedicated eReader, the Nook.  They already offer an electronic book platform that can be used on PCs, iPods and other devices.   The wars are escalating as Amazon has just introduced a free application designed to enable Kindle owners to read electronic books on their PCs.  While Forrester Research reports that most bibiophiles are still looking for significant price drops (below $99) before they are willing to invest in an eReader device, will the increased number of electronic book platforms across existing and dedicated devices make the printed blockbuster a thing of the past?

lv2The Virtual Goods market is skyrocketing. US sales of virtual goods have doubled in just a single year and are expected to exceed $1 billion in 2009. And many consumers are indulging their recession- thwarted desire for luxury goods by spoiling their online alter-egos. Sales of fashion and accessories in the virtual universe Second Life account for 40% its the marketplace, as players outfit their avatars with the latest Gucci, Prada and Jimmy Choo gear that they are no longer able to afford in the real world.

And lastly, guess who’s joining the parade to Pop-up Stores? While it was played for laughs in the hit comedy “The 40-Year Old Virgin”, online auction leader eBay is planning to use temporary mobile locations to generate awareness and to familiarize shoppers with their web functionality. You saw it first… in the movies!

An Ode to Brand Loyalty

I am an MJ loyalist.  Not only do I appreciate the genius of his abilities, his music wakes up good feelings inside, compels me to move and dance and reminds me of my childhood.  Through the various twists and turns of his life, the many bizarre events that played out (and have even given me pause), I remained loyal to the MJ brand while acknowledging he was not without his foibles. I have always and continue to believe the product he offered–his music, his performances–was the real deal.  It is these deep-seeded feelings that have sustained my loyalty all these years and compelled me to see the documentary,  'Michael Jackson's This is It' Trailer
‘Michael Jackson’s This is It’ Trailer
“>This is It!

I am a Compaq (now HP) loyalist.  It was the first system I used when I began the entrepreneurial phase of my career over 20 years ago. HP’s messaging taps into the spirit of creativity I experience as a freelancer. HP - Computer is PersonalWhat began as a function choice has been transformed–my HP is a tool that inspires my creativity!  I am  on my 5th HP system since 1988 and it continues to awaken the creative juices within and, HP’s recent theme/messaging, The computer is personal again! definitely speaks to me.

 

 

Finding the core experience that builds and sustains loyalty is the quest of every brand. Nothing new there! And, many brands are short-circuiting the process that it takes to create and build brand loyalty by tapping the power of association. Whether it’s Blackberry linking up with the Beatles/All You Need is Love or Visa using Rick James’ hit Super Freak, this tactic makes sense especially at this time when brand efforts need to yield immediate results.  But when everyone’s playing in the same pool, it’s bound to become noise.  What will emerge from this sea of associations?  Brands that mine those emotional places and inspire their target into action.

Living in a Barbie World?

barbie1-(2)Barbie is celebrating her 50th birthday in style - Universal Pictures has just signed the iconic doll for her first live-action film.  Barbie is a superstar property:

According to Mattel…Barbie has 99% worldwide brand awareness, is the number one girls property in the toy industry, the top doll property in the U.S. and the number one worldwide property in the traditional toy industry.

With those kind of attributes, plus 75 million units of animated videos sold worldwide, we can understand why we’ll be seeing “Barbie: The Movie” in a multiplex one day soon.  And after a summer filled with blockbusters based comic book/graphic novel heroes like “Watchmen” and cartoons like “Transformers”, licensing popular toys for future film projects is the newest big thing.

However, unlike comic book or TV show characters which have a rich back-story, some of the announced projects are based on toys or games which have been driven mostly by the participants’ own imaginations.  What shape will the planned “Battleship”, “Legos” and “Candyland” movies take?   What can we expect from the rumored ”Viewmaster” film? 

Will film makers be able to capture the imagination and excitement of the new adventures created by children (and adults) each time they played these games?  Coming to a multiplex near you!

Battle of the eReaders

robots2Just last month, Barnes & Noble announced their new eBooks platform, explicitly seeking to take their share of the eReader market currently dominated by Amazon.com’s Kindle.

David Pogue, The New York Times’ Personal Technology writer offers a good side-by-side comparison of the two platforms in this video.  Key differences:

  • The Kindle is priced at $299 for a basic model; the eBooks platform is free to download
  • Kindle’s exclusive reader software can also be used on iPhones and iPod Touch, while B&N’s eBooks can be downloaded to any PC, Mac, iPod, Blackberry, iPhone
  • Amazon’s library covers over 345,000 titles; Barnes & Noble offers 700,000

So, who are you betting on in the battle of the eReaders?  Will electronic books replace printed editions and maybe stem the decline in reading for pleasure?

Hot off the presses - another player enters the fray: Sony just announced the launch of their own electronic reader, timed for the holiday gift season. Sony’s touchscreen-enabled reader, dubbed the Daily Edition, will retail for $399; a partnership with the New York Public Library will allow 21 day access to over 29,000 titles.

The games are on!

Value strikes Back

moviesHaving A-Listers in your movie doesn’t guarantee success. All you have to do is look at the less than stellar 2009 summer box office results. With movie prices going up each time we go to the theater (I vaguely remember $7 movie tickets) and the economy being where it is, we have become more value conscious consumers. We are ‘choosier’ about how we spend money and we want more for our movie dollars. The fact that movies sink or swim based on real time movie reviews available through social media (see When Good Tweets Go Wrong) isn’t helping matters either. Studios better bring the value back to the theatrical movie experience — you know engaging storytelling, scripts that work, originality rather than derivatives. Is that too much to expect?

Well, the weekend’s here again and this time Brad Pitt’s up to bat in Inglourious Basterds. Anybody want to predict how this A-Lister will do?

When Good Tweets Go Wrong

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Is Twitter killing the summer blockbuster?  Well, some potential blockbusters, perhaps. After opening at #1 on Friday, July 10, ”Bruno”, the follow-up to the 2006 hit “Borat” saw second night box office decline by 39%.  And that decline is being attributed by some to negative Tweet reactions by opening-night moviegoers.  As of July 26, domestic box office for “Bruno” stands at $56.6million; for comparason, at the same point of release “Borat” had earned $90.8million and was showing a positive trend.

“Bruno” is not the only summer flick that may have been done in by less than positive social media responses.  “Land of the Lost” and “Year One” are also alleged to be victims of fast-moving poor word-of-mouth driven by Twitter and other social media.

Word-of-mouth has always been an important component in driving audience to the multiplex.  Studios have long relied on those avid film fans who clog the theaters the opening weekend and then talk up the film at the water cooler Monday morning.   Marketing programs have typically been oriented to building a large opening weekend turnout, with the assumption that the studios had until at least Monday until the rest of the potential audience got the film review (positive or negative) from their movie maven friends and co-workers. 

As marketers have tried to harness the power of word-of-mouth, they have embraced a wide variety of social media,app_1_67144926522_6333 including blogs, Facebook, MySpace, etc. with a mix of carefully crafted studio-driven campaigns as well as outreach to influential social media mavens.  How many of you were inundated with friend requests to become a “Watchmen” fan  earlier this spring?

Now, with many avid film goers (and the most likely to be socially connected) ready to offer a “thumbs down”  within minutes of viewing a film, what will happen to the historical opening weekend?  Will the window of opportunity be reduced to the first showing, with the verdict in by 8pm Friday night?

Real Money for Virtual Goods?

virtual-giftsThe current issue of Fast Company highlights one of the fastest growing global industries – virtual goods.  Worldwide sales are projected to nearly double to $1.9billion from $992million in 2008.   As with many things tech, Asia is way ahead of the U.S., with consumers in China, Japan, and South Korea driving sales.

Virtual goods are anything from the flower icons you buy for friends on Facebook or MySpace to branded apparel and accessories to dress your favorite online game character.  Virtual goods are sold in four primary areas: social networks, online dating sites, games, and virtual worlds, reports Brian Balfour of Viximo .  One stat I found intriguing – FooPets members spend an average of $25 per month outfitting and feeding their virtual Fifis and Fidos, about the same amount that pet owners spend on their live animal companions.  

This year’s Virtual Goods Conference is being held in San Jose in September, I wonder if the Marriott expects to be paid with cash or virtual gifts?  So, how many of you have tapped your credit card to purchase a virtual good?  Have you been the recipient of a virtual gift – and what did you think of the giver?