Compare and Contrast how Aristophanes depicts Essay Example for Free

Compare and Contrast how Aristophanes depicts Essay Aristophanes and Euripides were poets in Athens during the Peloponnesian War. They had very different writing styles. Euripides was the older and he wrote Greek Tragedy and Comedy. He was one of the three important tragedy writers of the time, the others were Aeschylus an Scophocles. Euripides introduced new methods of handling the traditional myths, for example he used realism in his subject matter and was interested in the way women thought and how they acted. This is shown in his plays Hippolytus and The Trojan Women. Aristophanes wrote comedies in which inventive situations and colourful language were typical. His poems were mainly concerned with situation which was topical at that time. He satirized politicians and scholars and parodied his fellow poets. He used political and social fantasy a great deal as in the womens sex strike in Lysistrata. Aristophanes wrote two parodies which featured the tragic poet Euripides. These were The Poet and the Women and the Frogs. Euripides died before Aristophanes wrote the Frogs and so he was able to make the parody greater. Aristophenes wrote The Poet and the Women while Euripides was still alive and a respected and famous author. Aristophanes was unable to resist making fun of him in his play. He portrayed him as a man who was clumsy and in fear for his life, This day is to decide whether Euripides is to live or die. (Page 102). This was because Euripides was being threatened by the women of Athens who wanted to kill him because his plays showed the worst side of women, the women are meeting up at the Thesmorporia today and theyre going to condemn me to death for slandering them (Page 106). Euripides knew that the Thesmophoria, a religious festival for women, was going to happen soon and he wanted to send a spy to find out how the women were plotting his death. Euripides, with the help of his friend Agathon, therefore, persuaded his elderly relative Mnesilochus to dress up a woman, lend me a dress and a headband for my friend here? You cant pretend that you dont possess such things (Page 108), and attend the ceremony. Mnesilochus was discovered by the women who captured him and threatened to burn him as they believed him to be a spy for Euripides. Mnesilochis remembering one of Euripides plays sent a message A trick out of one of his own plays, The Palamedes. Chap wrote a message on an oarblade (Page 125). Euripides came to the rescue as a character out of that play showing courage he did not have, Thou lookst like Menelaos. (Page 133). In The Frogs, Euripides has been dead for some time and is portrayed as manipulative and greedy, besides, Euripides will be readier to sneak away with me, hes a much more slippery customer (Page 159). The storyline is about the God of Wine, Dionysus, who travels to the underworld to find a poet who will increase Athenian morale and lead them to victory in the Peloponnesian War. After first consulting the hero, Hercules, to find a way to Hades You could go via Rope and Gibbet: thats a very quick way, if you dont mind hanging around for a bit, to begin with (page 160), he sets off with his servant. He arrives in Hades only to find out that position of the best poet in Hades was in dispute, Oh, theres great goings on among the dead these days, great goings on. Civil war, you might call it (Page 185). Aeschylus the older Athenian poet, who wrote at least 50 years before Aristophanes, was being challenged by Euripides, Well then along comes Euripides and start showing off to all the fellers weve got down here cut-throats, highwaymen, murders, burglars, regular rough lot they are, (Page 185) Euripides had the support of the bandits, rogues and the worst men in general while Aeschylus had the sole support of Sophocles, hes sent a message: with this contest coming on, he says, hell stand by for third man if Aeschylus wins hell just go on as before, but if Euripides wins hell take him on himself.(Page 186). Sophocles was a friend of Aristophanes. Dionysus decided that even though Euripides had more support, it was Aeschylus chosen to restore Athens to its former glory, Well in my heart of hearts I have known all the time. No question about it, the man for me is (Page 210). Euripides in The Poet and The Woman is extremely comical especially when he is playing his own tragic heroes as they have heroic qualities which he lacks, other than loyalty which he shows when he tries to rescues Mnesilochus from his Scythian captor. However, Euripides in The Frogs is more sinister and has the ability to manipulate the bandits and rogues. He is therefore portrayed as a demagogue, who were people who played on peoples fears to increase their own political power. Aristophanes depicts Euripides in these ways because I believe that Euripides and Aristophanes were not friends but poetic rivals that respected each other even though they did not agree with each others type of poetry. A version of Ancient Greek professional courtesy. I also feel that the political and social situation at the time that Aristophanes was writing influenced the way in which he portrayed him. Euripides in The Poet and The Woman is a reflection of his Euripidess personality in real-life but has been distorted to make the make the play comical. His clumsiness and cowardliness have been exaggerated for this end. Euripides shows how cowardly he is because he sends Mnesilochus to the Thesmophoria and not himself. His clumsiness is shown through his use of the Deux Ex Machina which he uses to create the parody of Perseus but he cant control it, He must be coming to save me: he wouldnt have flown by just to pass the time of day. (Page 136), and he flies back and forth. However, Euripides does show loyalty to his friends by attempting to rescue Mnesilochus.

Marketing Strategies Used In Film Industry Bollywood Media Essay

Marketing Strategies Used In Film Industry Bollywood Media Essay Patiala House releases in Patiala, ironically the film has nothing to do with the princely state, Katrina Kaif in Lucknow studio of radio mirchi for Rajneetis Promotion, Silence is the promotion strategy for My Name is Khan a much talked film This paper investigates widespread marketing strategies used in Film industry popularly called the Bollywood both nationally and internationally. Film marketing is rapidly developing into a promising industry although the idea is its incipient stage in India. We have seen over the years that success of film now not only through its contents but varied integration of marketing strategies to promote the film. Today everyone in the film bazaar wants success but it is acquired by only those who have come out with some out of box strategy for their film. Films are much hyped before their release in the market so that they have great openings but some are bombed in few weeks and some are not even noticed due to lack of content. Films now are more than just an entertainment, but are a business. Marketing of a movie is not a new initiative it has its existence since films were introduced in India, but it is followed more rigorously in todays state of film affairs. The inception of this paper starts with introduction of the film industry followed with the strategies used to market the movies in the industry. This is also an interest area of the author, as being a movie buff. The other segment research will highlight the growth of this budding industry. The content of this paper also comprises with current inclination and variation that are common in the film industry. The methodology used in this paper has a literature review which will be the basis of the report. Due to non-availability of required data relating to the expenses on conventional and non-conventional media, the author has chose a case study approach. To indentify the consumption pattern of the consumer a research is conducted both with qualitative and quantitative analysis. The dissertation is ended with the inclusion of integrated marketing framework for Bollywood and the new means that for existing medium, those are being or could be deployed in the area of film marketing. Methodology: Before getting into details of film marketing the author highlights the area of conventional and non-conventional media and tactics to manipulate the viewers decision. Conventional media majorly includes Trailers and Commercials on Television, Posters, Radio promotion and Printed Ads etc. whereas, unconventional media comprises of SMS/MMS, Internet Broadband, BTL activities and events and social networking etc. In terms of number of movies produced India has the biggest movie industry. Around 800 movies are made and released of which 90% are bombed beyond the week at the box-office. (Indiaonestop, 2010) We can every day, every few hours, somebody, somewhere is launching a feature film in this country. (Bose, 2006) So its important for a film marketer to know which method or media would be appropriate for that particular film. While delineating conventional tactics for marketing films to the unconventional ones a clear example would be advertisement in theatre which is a conventional way but using technology or innovative techniques to market it qualifies to be an unconventional way of marketing. Taking in to consideration the number of flops annually the Bollywood gives, it is mandatory to understand the spending done on these mediums for promotion as it would give an insight to a new method which will be helpful for our dissertation. Film makers generally dont take into consideration what audiences want a few can be named as Ram Gopal Verma, Mani Ratnam etc. whose films like RGV ki Aag, Rakta Charitra and Raavan flopped in spite of having strong star cast. So in order to gauge consumer consumption pattern in terms of movie content, effects of promotional activities, change in the decision to watch a movie etc. (Chand, 2011) These factors will help in defining the timing of the movie to launched, content of the movie, Star cast, Publicity, unfriendly press and partner brands. Producers often forget the importance of the above factors in a hurry to give a clone of previous hits. All the film makers try to play safe, recover costs and try to move on and thus leave the impression to the general public that our film makers have run out of ideas. (Bose, 2006) Film makers these days are like businessman, they spread their losses by investing in several films simultaneously in the anticipation that at if one will work he can take care of the losses with it. A film-maker who has the resources and the ability to work and gamble on multiple projects is never let down by the law of probability. Mode of Study/Tools Used: A two pronged approach adopted in this report will help to understand all of the above and find a satisfactory answer for it. A secondary research will be conducted on the available data. A whole research framework will be gathered related to film marketing. This would not meet ones expectation entirely so we need a primary survey including both quantitative and qualitative analysis. Quantitative research would be done with the help of questionnaires targeting the urban crowds from the metros excluding the southern cities of India. Overseas city like Leicester and Wembley which has a number of Indian communities is also taken under the survey which will give a more holistic research. Approximately a sample of 50 respondents were targeted, though the number is too short for large topic like this; hence a figure ranging to 20,000 at a confidence level of 95% and percentage of 50% the confidence interval comes out to be approximately +/-3.5% which should be acceptable. Internet has been used as a medium to collect data from the respondents along with collecting data personally from the above mentioned localities in Wembley and Leicester. This medium saved cost and time. However response for the survey was not mandatory and it was completely at respondents discretion. The idea behind the selection of the metros for primary research is due to the beginning of the multiplex culture in these cities. Usual movie goers were targeted that includes families, teens, couples etc. The data obtained from this survey will be evaluated using factor analysis. This data will help us to understand the trend, interest of the consumers towards the unconventional media used to promote the films. As part of the research a case study of movie will be taken which was well marketed but bombed at the box office. This will give an actual scenario of the topic. Anticipated Output from the Research: Few questions would come up along with this dissertation: Whom should the producer communicate to? What appeals to whom? Which media reaches the most? What do the consumers want? Limitations of the Survey: This sample does not represent the entire India due to the limitation of the survey conducted in the taken geography. The area was chosen mostly as the region bestows majorly to the Hindi speaking population of the country. Another limitation is number of the respondents would be contacted through emails or social networking sites which leads to a possibility of fake response, half response or also data duplication. Review of Literature Overview: Hollywood has been dominant over the years in the international film industry but slowly Mumbai and Shanghai are emerging beyond providing the local language films and television into domestic and international markets. Los Angeles remains the largest cluster in the world with Mumbai following second in the lead. (PWC, 2010) Mumbai and Shanghais cluster increases between 2010 and 2040 while that of Los Angeles cluster decreases in size. This is because of shift of consumers towards alternative media options like video games and internet. (PWC, 2010) Indian and Chinese governments have realized the potential of the industry and so they are encouraging these industries to grow. However it is difficult to imagine a mainstream film audience opting for Chinese movies instead of Hollywood movies. In future this may change. In recent years Hollywood and Bollywood have realized the importance of regional cinema and so there is an increasing trend of dubbing popular movies of both the industry. E.g. Gurinder Chadhas latest film Its a Wonderful Afterlife was dubbed in Hindi and Punjabi. (PWC, 2010) As stated earlier the subject of this dissertation is to understand the Indian Film Industrys marketing strategies and its competitors. The aim of the literature review is to understand the method used for film marketing using conventional and nonconventional medium. Indian film marketing is in its incipient stage there is dearth of literature work. There are few reports and articles here and there which shed light on this subject. The literature review on the subject I found relevant to my research is as follows: Unraveling the potential: The Indian Entertainment and Media Industry, FICCI Frames, March 2006, by Price Waterhouse Coopers (PWC) The report is published by FICCI and it looks as Entertainment and Media Industry as a whole but not only the film industry. However the overall percepts provided gives some important information for my research. Table 1: IRS 2005, Round 2 as quoted in Jagran Prakashan Prospectus filed with SEBI dated Feb 3, 2006 Urban India Films Reach in % age Reach in millions A1 30.6 2.43 A2 25.1 3.85 B1, B2 19.1 7.53 C 18.1 8.59 D 17.1 9.52 E1, E2 15.7 10.59 Source: Televisionpoint, Research, Media Industry, 2005 The above table shows how much penetration films have in the socio economic classes. It helps to target market segmentation and marketing campaigns according to the socio-economic classes and the reach of the medium. However the report shows the share of the film industry in the Indian economy which is not changing from 2005- 2010 as the share of film industry was 19 % in 2005 but has not increased in 2010. (FICCI, 2006) The report points out that film industry is among few growth drivers for the EM industry. Quoting directly from the report: Indians love to watch movies. And advancements in technology are helping the Indian film industry in all the spheres film production, film exhibition and marketing. The industry is increasingly getting more corporatized. Several film production, distribution and exhibition companies are coming out with public issues. More theatres across the country are getting upgraded to multiplexes and initiatives to set up more digital cinema halls in the country are already underway. This will not only improve the quality of prints and thereby make film viewing a more pleasurable experience, but also reduce piracy of prints. (FICCI, 2006) Faults Found Indian Film Industry is full of uncertainty and is unorganized. The outcome is bollywood has only 1% of share in the world film industry while at the same time US has 60% of the world revenue. (PWC FICCI, 2007) Table 2 Filmed entertainment revenues by country/region, US$ million, 2009 Country/region Revenue in US$ million Percentage of total USA 34,431 40.4 Japan 11,061 13.0 UK 5,599 6.6 Other Western Europe 5,151 6.1 France 3,763 4.4 Germany 3,646 4.3 Canada 3,330 3.9 Other Asia Pacific 2,681 3.1 Australia 2,562 3.0 Latin America 2,431 2.9 Italy 2,087 2.5 Central and Eastern Europe 1,982 2.3 India 1,899 2.2 Spain 1,688 2.0 South Korea 1,275 1.5 China 1,206 1.4 Middle East and Africa 345 0.4 Total 85,137 100.0 Source: PricewaterhouseCoopers, Global Entertainment and Media Outlook 2010-2014, June 2010 The above report shows the world film market is still dominated by the developed economies. (UK Film Council, 2010) In spite of Indian Film Industry having larger admissions ratio and population it still lags behind to Australia and Italy in terms of world market share. Films are today more than Art, its business. This showbiz business is the biggest money earner in the country. In last couple of years film industry has changed itself into fully professional business industry with innovative methods to promote a film. Time has changed and so are the promotional and marketing activities of a film. Awareness of film and its Star Cast is important in the competitive industry. (Merinews, 2010) Almost two to three movies releasing every Friday, to succeed the producer or directors have to something different to attract the audiences. Its all about creating brand identity. For e.g. during the release of 3 Idiots Amir Khan toured seven cities across India to connect to people and create an attention towards the movie. This proved to be very successful strategy and the movie broke all box office records. Today the actors have also understood the importance of marketing of a film. The author has found few gaps in the Indian Film Industry. Digital Movies Development in the digital technology will lead the industry in future. Digital movie assures to raise box office collections by increasing picture resolution, quality of the print and lower distribution costs. There are mixed reaction on the issue of piracy. Initiatives by producers like Bharat Shah and Manmohan Shetty have started initiative to increase digital cinemas. (Bose, 2006) Audiences distinguishing the promotions to be fake All promotion techniques like Coffee with the stars, Invitation to the premiere etc does not attract the audiences as they dont trust the promotional event. They simply think that at given sample of 10000 only 2-3 fans get a chance to meet the stars or invitation. Audiences do notice such events but percentage of participation is very low. Thus by using conventional medium to connect to people a major chunk of the pie rests untouched by the film makers. (Chand, 2011) BTL activities and its effects on films Below the line activities do engage the audiences with the campaign but at the end they fail to attract the audiences at the ticket booths and do not increase the ticket sales. A good here is of the film Aagey Se Right The campaign Win a Gun was woven with the story line of the film where the actor loses his gun in the film. It was launched online where the users could take home a gun by answering a simple question and the help the cop Waghmare, find his lost gun as well. The actor also visited seven cities of India and checked visitors purses and bags as a part of campaign. In spite of the innovativeness and spending on the campaign the film did not earn money to the producers. (Nautiyal, 2009) Competition from International Movies The international market is expected to grow at the pace of 18% annually with estimation at Rs. 7 billion but bollywood shares only 10% of its box office revenues in the international market. (PWC FICCI, 2007) There is a significant gap in the urban and rural demand due to growing middle class. The urban audiences demand Masala + Movies which cannot be met due to shortage of talent. Hence this demand gap is filled by international movies. Hollywood is gaining a reasonable market share with the help of better marketing techniques. Their target audiences are young Indians which amount 50% of the population. (Kukenshoner et al 2008) Surmises The above holes found in the working of Indian film industry surmises to the statement that: Traditional marketing strategies are vieux jeu, and more and more innovative techniques are used to attract the audiences for the Friday. Bollywood and the World Film Industry:Â   With the rise of new mediums and change in economic scenario of India more attention is diverted towards bollywood at the same time other film cultures attempting to Bucolize Hollywood. (Desai Dudrah, 2008) Bollywood prides itself with being one of the largest film industries in the world in terms of producing the films. Some around 1090 films compared to 607 in the year 2006. (Jones et al, 2008) The current dominance of Hollywood is largely due to advancements in marketing techniques, innovative, good content and an effective distribution channel. In terms of commercial success Hollywood dominated the world market but other countries were still making culturally important movies. (Jones et al, 2008) France and UK were major competitors of Hollywood. Modern Motion Picture was invented in France. It loses its leading position against Hollywood with the invention of sound in the film. The demand decreased due to the less French speaking people over the globe. Since the creation of television and film, Britain has been thriving due the film as it is a key part and driver of the mix of creative industries. (House of Commons, 2003) The industry experienced a constant brain drain to the Hollywood. (Jones et al, 2008) Chinese film industry although compared to India is small but is very organized. One area bollywood has to work on if want to be successful in the world market is the length of the film. Even the best film has 20-30 minutes more length. If bollywood wants to succeed in the global market the industry will have to invest lot in marketing and distribution of the film. (Pillania, 2008) Nollywood a dark horse of Africa is the new word in the world market at least in India. The world was minted by their inspiring counterparts namely Hollywood and Bollywood. It is one of the fastest and largest growing industries with over 872 films in 2006 (UNESCO, 2006) The African market is dominated by Nollywood. Compared to Hollywood, Bollywood and other film industries the film making style is cost effective as it uses digital cameras instead of film and movies are made in mere a weeks time with the less than 15000 USD. Movies are released directly through DVDs or CDs rather than in Theatres. It does affect the quality of the film; making it difficult to export overseas. Few western directed documentaries have spread some knowledge of Nollywood in the West. A part of the industry is working to improve the current scenario. (Mazzocco, 2011) Tollywood is the combination of wood from Hollywood and Tolly from Telugu language also known as cinema of Andhra Pradesh. In 2008 278 movies were released. Hyderabad is the center of all the work done and studios of Tollywood. (Vikram, 2010) The South Indian film industries produce half of the total number of movies of India. Breakdown of films in different languages of India is shown below: Languages No. of Films Hindi 222 Tamil 151 Telugu 155 Kannada 109 Malayalam 64 Marathi 25 Bengali 49 Assamese 17 English 23 Others 877 (Source: Central Board of Film Certification, 2003) Bollywood has over the years created an synthetic culture that appeals to a specific audience in India while regional cinemas are still rooted to their culture and language. Few regional films have been so popular that they had bypassed Bollywood films at the box office by selling more tickets in their respective states. E.g. A Tamil Super Star Rajikanths Film named Shivaji broke all records of Tamil film industry and at the same time breaking Indias Box office records. Even though the film was played on only 12 screens it was the first non-Bollywood Indian film to make it to UK Top Ten. Bollywood is mistaken as Indian Cinema by many non-Indian commentators and also by some Indians but the fact is something different. The challenge to bollywood is not only from overseas but also from the regional movies. (Stafford, 2008) The Integrated Marketing Framework Understanding Film Marketing Publicity: The strategic importance of publicity of any film is undoubted. It is oxygen for everybody who is connected in the film industry. It keeps you in the attention and guarantees the longevity of your career. An important role is played by both media and non-media public relations. Although here Bollywood lacks good publicist like they have in Hollywood. Publicist have failed to keep with pace of growth by the industry in past years. Publicist are increasingly becoming a necessity as the number of publication seeking coverage are increasing along with the technology which is expand bollywood beyond the borders. (Parimal et al 2009) Public always has an craving for gossips about domestic crisis, romantic linkages with a star or a sensational filmi story. So it always makes a sense for a film-maker to give media some masala news about the plot of the film, release of the music, clarification on controversies, celebration parties or location of the shoots. Film awards also boost chances of the actor/actress to get new films. For e.g. Producer Bimal Roys movie named Bandini was released in 1966. The film was running according to the course and was about to be take off the theatres, when suddenly the movie was nominated for Film fare awards and Presidents Silver Medal. It a new lease of life to the movie and the movie was a hit miraculously. (Bose, 2006) If a movie successfully touches the public emotion it is bound to be a hit. This happened with movies like Gadar and Laagan. These films touched the patriotic sentiment of the common man so got mouth to mouth publicity and enjoyed greater success after the first week of release. It is said that people from villages with trucks full went to the cities to watch these movies. Especially, Gadar. Quality of movie along with good music played an important role in success of these movies. (Pandey, 2010) Partner Brands: Over the years bollywood have successfully partnered with brands like Tag Huer, Rolex, McDonalds, Maybelline, Exide battery, Coca Cola, Pepsi, Hutch, Bournvita, Zandu, Ultratech cement, Nikon and so on. For e.g. In the movie Taare Zameen Par, In the drawing competition the participants were shown using colors of Fevicryl. The same color prints were gifted by the elder brother of the main character Darsheel Safari. (S Roy et al, 2009) Few e.g. of the brands partnering with the films are as under: Film Name Brand Name Om Shanti Om Mukta Arts-Production House, HMV, Exide Battery, Filmfare Awards, Tag Heur Watch, Maybelline Chak de India EXIM Bank, Australian Trade and Commerce, Aaj Tak, McDonalds, Britannia Marie, ESPN, Puma Partner Coco Cola, Marie Claire, Zoom (Media Partner), Pepsi, Pizza Hut, Toyota, ESPN, Boost, Hutch, Sony Vaio, Phuket (Tourism), Starbucks, Mercedes, Kawasaki (Water Boat), Nokia 6600, BPL, DFL, Bournvita, Sony Erickson Mobile, Go air, Nikon, Calvin Klein Namaste London Spykar Jeans, Western Union Money Transfer, Streax, MTV, Kingfisher, Bharatmatrimony.com, Indiatimes.com, HP (laptop), Bailey (Packaged Water), Ford (Tractor), Sony Camcorder Source: (Product Placement in Bollywood Movies, pp 56) Content of the movie: Most modern films that are high in style and locations but low in content fail to click at the box office. The movie-goer however motivated is no fool and can see through the content of the movie within the first 15 minutes of the movie. Honesty is the best policy. Honesty to the medium and honesty to the audiences does pay off. Audiences always prefer innovativeness in the content. Five Film on the freedom fighter Bhagat Singh was made in 2001 simultaneously, but only the one with protagonist Ajay Devgan in the lead role was a hit at box office mainly because of its narrative style. There are many such instances in bollywood where narrative styles of the movie have won producers accolades. (Bose, 2006) Star Cast: Making a film is all about team work. It consists of actors, crew members, technicians and artistes who contribute their skills and reputation to create a brand value for the film. These people used to be employees of the production houses hired on monthly fixed salary in late 50s. Time passed and so changed the working of bollywood film industry. With the wipeout of the studio system freelancing became the norm of the industry where stars soon began to call the shots. Their association with the production team and banner determined their success and reputation in the industry. Today the focus shifting towards the stars, camps have come up where Shah Rukh Khan belongs to the Karan Johar Camp. Actresses like Urmila and Antara Mali belongs to Ram Gopal Verma camp etc. They may be lucky talismans or loyalists to their respective camps but together they constitute a winning team that every distributor would like to bet on. The star system of bollywood signifies their value by their impac t on the industry. Lorenzen and Taube (2008) stress that inclusion of stars in the movie play a major role in the success of the typical film of the bollywood at the same time acknowledging that mere inclusion does not guarantee the success of the film at box office. The second largest movie industry of India is Tollywood which also has the same star system. At international level Nollywood the movie industy of Nigeria also has the same star system where the power is hold by the marketers and distributors. In contrast to most European film industries, Nigerian film industry is run on very industrial terms. (Kerrigan, 2010) Timing of the movie to be launched: As such there is no rule that films have to be released on Friday but the general reason behind is Friday is the last day working day giving the audiences to spend rest two days in recreational activities. Watching a movie is one of them. Another reason for timing a movie release is people dont come to theatres if there are exams or festivals or world cup event. Given an example is the current release of the movie Yeh Faasle. The current hysteria of World Cup and Board examinations the film is not having audiences in spite of strong star cast. (Pattni, 2011) Planning Campaign of Film Marketing: Film marketing is nothing but how the filmmakers and marketers position their film in the mind of the audiences in order to increase the consumption of their film. (Kerrigan, 2010) A marketing process must address few factors like PEST, cultural and competition to fit in the market place. The timing of this process is very important; filmmakers have realized its importance. Film marketing is done at three stages namely corporate branding, promotions events and traders and distributors.(Chand, 2011) Planning for a Movie: Film marketing starts at the moment the idea of particular film making is conceived. The target audience is also decided for whom the movie is made for. So effective planning is needed to contain all the section you need to address. More than 50% of all movie theatre tickets are bought by 9% of the population. The films first two weeks does the business of around 78% in the given market place. (Smith, 2011) The two key factors of your film planning are Positioning and Target Market: Positioning: Positioning is how a product appears in relation to other products in the market (Tutor2u, 2011) The whole marketing and communication strategy of the film is depended on the positioning of the film. The film positions itself in the mind of the audience through positioning. A target audience is to be pin-pointed by the marketers to appeal them through positioning elements (Kalra, 2002) For e.g. In Dharmendras Barsaat the film was intended to be the refreshing love story with two new star faces. But no key elements were expressed convincingly in the film. Two star faces were created in the industry but the film didnt do well in the box office. (Chand, 2011) Targeting: Every movie differs from other and so is the genre of the movie. The film cant be a hit unless the film maker knows it target audience. It is important for the film maker to know what the target audience want, what they have rejected in past and their habits. Target audience is defined by age, class, gender etc while elements like movie goers, race, socio-economic status, urban and rural audience are additional. Targeting can be done on the basis of: Age Gender Education Religion Ethnicity Nationality Geography Medium of Marketing: Be interesting, or be invisible. Andy Sernovitz There are so many options for marketing that marketers are confused over it. There are many boulevards for marketing in India. Many marketing tools are used for single film in the industry. Lets look at the most used platforms to attract audiences at the theatres. In the past the marketing campaigns were usually done by billboards designed to fit in magazines, newspapers ads, integrated into television ads and the same in theater trailers. Over the years the style of bollywood has changed so is its campaigning style the conventional marketing through billboards, print ads, TV ads and trailers have changed their approach. In todays scenario film campaigning is more targeted at various online demographics that suits the audiences demands and is more specific. (Miller, 2011) Gupta and Gould (1997) stated product placement as incorporating brands in films in return of money. Regional movies are also at par with Bollywood in product placements. E.g. A Telugu movie named Jalsa had a Coca-C ola brand incorporated in it. (Roy Bhattacharya, 2009) Print Advertisements: In contemporary India advertisements play many roles. Print advertisement are the most used and old techniques to reach the audiences. Full page ads and half page ads in a newspaper like Times of India, Dainik Bhaskar etc were regular norms till date. These ads are now shifting towards internet which has photographs usually taken during the shoots. To make the ad more effective and increase its credibility quotes from critics are added to the advertisements. (Chand, 2011) The Indian print industry is expected to grow at 7.4% over the period of 2009-14 and an estimated of Rs. 230.5 billion in 2014 from the current estimate of Rs. 161.5 billion in 2009. (PWC, 2010) Television Appearances: It was started just as an experiment by Yash Raj but this idea seems to be accepted by all in the industry to promote their respective films. Currently this medium is taken by film makers very seriously. Before it was reality shows on TV and now it is serials. Bollywood has found their new mantra to publicize their upcoming movies. Both big and small TV stars benefit from this new arrangement as this is the be

Three Types of Friends Essay -- essays research papers friendship rela

Through my experiences I have come to realize that there are basically three types of friends a person can have. There are friends that I call â€Å"sometimes† friends, these people appear to be your friend but only when you are face to face with them, and when you are not around them they act more like a foe. They are often referred to as two faced or a back stabber. These types of friends are not very reliable nor should they be trusted. Another type of friend a person can have, and the best kind, is a â€Å"true† friend. A true friend is someone you know you can always trust and rely on no matter what. The last type of friend is the â€Å"acquaintance†. These are the type of friends that you do not necessarily hate, but at the same time you do not divulge your personal information with this person, simply because you do not spend a great amount of time with the person and do not know them well. It may be hard to determine if someone that you call a friend is actually a â€Å"true† friend or a â€Å"sometimes† friend. They can be very deceitful and scandalous towards you at times. If you notice...

The Comparative Abundance Of The Elements :: essays research papers

The Comparative Abundance of The Elements - There are 92 naturally occurring elements, only 17 of them make up 99.5% of the earth's crust (including oceans and atmosphere). - In living things (plants, animals, people) the six most abundant elements are carbon, hydrogen, oxygen, nitrogen, phosphorus and sulfur. - The universe is dominated by the elements hydrogen (83%) and helium (16%) 1. The Crust The outside of the earth is a thin crust which is approximately 20 to 40km thick. The crust is a formation of dips and hollows which are filled with water to form the oceans and seas. On top of the earth's crust is an atmosphere, this is a thin layer of gases, 95% of these gases are within the first 20km of the earth's surface. Of the 17 elements that make up 99.5%, the most abundant of these are Oxygen 49.2%, Silicon 25%, and Aluminum 7.5%. Then the next most abundant elements are Iron 4.7%, Calcium 3.4%, Sodium 2.6%, Potassium 2.4%, Magnesium 1.9%, Hydrogen 0.9%, titanium 0.6%, Chlorine 0.2%, Phosphorus Manganese and Carbon are all 0.1%, Sulfur 0.05% Barium 0.04%, Nitrogen 0.03% and the rest of the elements on the periodic table take up about 0.5%.   Ã‚  Ã‚  Ã‚  Ã‚  The elements of the crust are graphed below, but only ones that are the most abundant due to the fact that the abundance of the other elements of the crust are too low to graph accurately on one graph.   Ã‚  Ã‚  Ã‚  Ã‚  Almost all elements are found as compounds, however Oxygen, Nitrogen, and to a lesser extent sulfur, gold, silver and platinum are the only elements which can be found in almost there raw sate. The atmosphere contains Oxygen and nitrogen, but it only contains a small portion of the earth's oxygen, this is because most of the world's oxygen is found in water, oxides of metals, and as silicates. Common soils and clays are silicates. 2. Living Things In living things (plants, animals, people) the six most abundant elements are carbon, hydrogen, oxygen, nitrogen, phosphorus and sulfur (known as CHONPS). Most compounds in living matter are radically complex, each molecule could contain hundreds or thousand's of atoms. Carbohydrates and fats are compounds which contain carbon, hydrogen and oxygen only. Proteins are also compounds and they contain nitrogen, sulfur and occasionally phosphorus. Living matter cannot live on these six elements alone; even though they make up 99% of the mass, they also need some compounds of other elements such as calcium, potassium, sodium,

Conjectures and Refutations by Sir Karl Popper :: Science Sir Karl Popper Scientists Essays

Conjectures and Refutations by Sir Karl Popper In a broad sense science is a systematic quest for knowledge. With this working definition in mind one can see that many areas of human endeavors could qualify as science. Therefore, Popper attempts to find a point of demarcation between science and psuedo-science. "Is there a criterion for the scientific character or status of theory."(1) The most widely accepted answer to this problem Popper says is induction and empirical method. At this point I find it necessary to define these two terms. One, the idea of induction as it is used in this context is the process of deriving general principles from particular facts or instances.(2) Two, the empirical method is basing an idea on observation or experiment or an idea guided by practical experience and not by theory.(3) The most notable contributor to modern thinking about these two concepts was John Stuart Mill. Mill formulated proofs that he believed to characterize empirical science in his System of Logic (1843).(4) Popper believes that these two things alone cannot differentiate between science and psuedo-science. He emphasized the hypothetico-deductive character of science.(5) Whereby scientific theories are hypothesized and statements from them can be tested. If experimentation falsifies these statements then they are refuted. However, if the statements survive experimentation then and only then can they be tentatively accepted. No theory, however well tested can be conclusively established. Popper further goes on to say that every attempt to test a theory is an attempt to falsify it. Testability is Falsifiability. At a convention of the Aristotelian Society at Oxford in 1936; Popper gave his hypothesis which was to become world famous -- "what we call scientific knowledge is hypothetical, and often not true, let alone certainly or probably true".(7) Theories are never really confirmed by experiment, they can only survive from one test to another, remaining hostage to possible disproof tomorrow. For the first part of Poppers argument I must adamantly agree. Science is a continual process through which induction and empirical method play a major part, Nonetheless, if a theory is to be scientific it must be able to be tested. It must have this component of Falsifiability! If we do not continually test ourselves and strive for reaffirmation we risk falling in to a pit of conjecture and; I would further say that any theory that cannot be falsified by either present means or by proposed means cannot be a scientific one.

Recent trends in Marketing Essay

Inauguration by a Celebrity: In this, the celebrity becomes a brand  ambassador of the hospitality unit and thus it leads to creating an image of the restaurant. The inauguration leads to an indirect advertisement in the newspapers informing people that the restaurant has been inaugurated by this celebrity. For example: Food Star Restaurant in Bandra-Khar area inaugurated by Actor Salman Khan helped the restaurant in marketing its image. Sandwich Man: This concept is very popular in the United States. In this, an individual wearing a costume which has a resemblance with the restaurants image tries to attract and market the restaurant to the people who pass by. The sandwich man tries to interact and entertain the people thus persisting them to eat in the restaurant. This is a form of direct marketing done by the restaurant directly to individuals without the help of any electronic or non-living medium. For example: McDonalds uses this concept of Sandwich man Advertisement in Magazines and Newspaper: Often restaurateurs and hoteliers try to invite different food critics so that they can write good reviews in about the restaurant and hotelier. In this the restaurant or hotel is marketed using a print medium and thus gets a good amount of audience who might become a potential customer of the restaurant. For example: Magazine like Good Food and Sunday Times. Advertising via Phone: Customers are often given feedback forms after they are done with the meal. In which they feed in their mobile no’s and also other details. In this process, the restaurant will store the details of the customer in a certain database and will try market the restaurants various discounts or food items through the medium of SMS to the customer. This is basically a form of retaining the customer.For Example: Rajdhani Restaurant In-Store Media: In-store media the restaurant uses television or radio within the restaurant and tries to re-capture the interest of the customer to order more food. The in-store media informs sometimes about the menu of the restaurant and or it just keeps playing the Television advertisement of the restaurant. For example: McDonalds in certain malls of foreign countries Outdoor Advertising: In outdoor advertising, the restaurant tries to attract people by just placing an information board about certain discount or certain buffet in the restaurant. For example: Every Saturday, Krishna Chhaya Restaurant in Khar has buffet service for Lunch. Online Restaurant Info Guides: Various sites  like zomato.com, mouthshut.com and burrp.com are sites where people can get all the information of the restaurant and also of the reviews of the customers who have visited that restaurant. This online restaurant guide is one of the most popular techniques in marketing of restaurant. Food Festival: In food festival, the restaurant will come up with a certain kind of theme for a certain period of days. This theme includes the restaurant staff wearing clothes according to the theme and also the food being prepared based on that theme. For example: Barbeque Nation came up with African Food Festival in May 2012 Restaurant/ Hotel Website: Now-a-days, all kind of restaurant and hotels have come with their own websites. These websites include the various products, services, locations etc. The customers can even order food through these websites which ge ts home delivered. This is a popular technique used in advertising wherein the restaurant by itself advertises providing its information. For example: www.mcdelivery.com, www.kfc.com. Telephone and E-mail Marketing: Restaurateurs create a database of all their past customers and also the potential customers and they keep on trying to attract them back to the restaurant through phone communication or e-mailing them. They call or email them and inform them of the various new products or discounts available. For example: e-mails of discounts on large pizza orders from dominos. Guerrilla Marketing: Guerrilla marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination. Guerrilla Marketing is about making customers surprise and create a buzz among them. Take- away Menu: Often when food is home-delivered, the parcel also includes the take-away menu. This take-away menu is a kind of marketin g done by the restaurant to advertise itself with recent changes in done to the menu. For example: The pizza box of dominoes also has a take-away menu stuck on it. Movie Theatre Advertising: In this, restaurant tries to advertise itself in local theatres to attract the potential local customer. For example: the Lakara restaurant of Punjab sweets in Bandra West is advertised in the local multiplex named Gaiety  Galaxy. Transit advertising: In this, the vehicles delivering food are painted with certain logo and contact info of the restaurant, so that people can view and save the contact info of the restaurant and thus order from them. This is a form of indirect advertising. For example: Pizza Hut bikes have the contact no painted on the back container of the bike. Coupon Cards: Coupon cards and vouchers are given through various ways to customer and thus to utilize these coupons the customer will come to the restaurant. This technique is applicable to new customers as well as old customers. Popular fast food joints use this technique every now and then. For example: Smokin Joe’s pizza often has menu cards filled with coupons. Television Advertising: In this form of advertising, restaurant and hoteliers can market their products and services to a large amount of people and thus help in creating awareness about the brand. For example: Dominoes 30 minutes or less advertisement is advertised on television. Sponsoring Social Events: This technique of marketing a restaurant is used when it has opened up in a local area and trying to create awareness about itself. For example: Krishna Chhaya Restaurant in Khar West sponsors the college festival Utkaarsh of Khar Education society college of Commerce and Economics. Discount on Large Orders: This attracts customers who would like large orders or prefer catering service. For example: Biryani being sold in kgs. Word of Mouth Publicity: This is a form of indirect publicity whereby the restaurant provides good service to the customer and also expects that the customer might pass on a good word about the restaurant in the market. Restaurant and hotels try to maintain a database whereby they take information from customer through question that : Will they be coming back to the restaurant? Will they recommend the restaurant to their friends or family? Asking new customers, from where to got to know about the restaurant? (with options of friends, family, newspaper etc.) WEBLIOGRAPHY http://www.restoconnection.com/guerrilla-marketing-put-to-good-use-by-restaurants www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/ http://www.creativeguerrillamarketing.com/guerrilla-marketing/creative-uses-o f-stickers-in-advertising/ http://smallbusiness.chron.com/effective-marketing-plan-hotel-restaurant-industry-43767.html http://www.buuteeq.com/hotel-marketing-plan www.mcdonalds.com www.wikipedia.com www.foodnetwork.com/magazine.html www.zomato.com www.mouthshut.com www.burrp.com www.pizzahut.com

Gender Expectations Essay

Society often expects certain type of behavior from everyone. But in the big picture, this behavior is only based on what type of sex you are and what your responsibility according to your sex. In today’s society, we have discrimination; high expectations and a set of norms that in a lot of cases only apply or are strictly apply in one gender only. So all of this leads us to the question: Are gender expectations still prevalent in this present day? In the short story, Who you callin’ a lady? The author Kathleen Deveny discusses how women are supposed to act according to society. In this short story, the reader can see how a soccer player serves as an example of what is considered to be an â€Å"antiwomen† behavior. Elizabeth Lambert, shows a rough and a very aggressive behavior on the field. But is this behavior really different or rare for a woman? Society has the idea that women are to be kind, warm hearted, loving and sweet, but in reality women are human beings with feelings and passions, just like the rest of us. Feelings, that need to be expressed and released whether it is by hitting and fighting; normally how anger is shown. But Lamber, as mentioned before is a soccer player, soccer is a contact sport that easily generates a continuous amount of human contact that in occasions can escalate and get a little bit aggressive, but it is because of the level at which the sport is being played and the passion beh ind it. To many spectators, they might think that soccer might just be a sport, in which the objective is to get a ball into a goal, but to the players it’s much more than just a game with an objective, to most it’s their life; it’s what they’ve learned and known to do since they were little, what they have sacrificed many things in life to accomplish, what they have trained night and day and extremely hard for. It’s a dream that they made a reality, with all these emotions in mind, one can better understand the  sport and some of the â€Å"rough play† that goes on. According to Deveny â€Å"the difference is that we expect bad behavior from men† (Deveny 258). This quote illustrates how that the idea of men fighting and being aggressive is normal according to society. But who decided that expressing emotions is a character that only men are allowed to have and display? Maybe this idea stems from the characteristics such as caring; loving and helping that are represented and reflected in our mothers. Like Deveny says, â€Å"we want women to be honest, compassionate, and nice-you know, like our moms† (Deveny 258). Society’s view agree with Deveny’s quotes, that because our mothers, aunts, grandmothers and every woman, shares these characteristics that society associates and expects the same behavior from women in general. So if we always think in this way, that women that tend to achieve power will be seen and categorized differently because they might not fall in this general idea of women in society. The M/F Boxes by E. J. Graff illustrate how people have to live in a body that is not accordance with what they feel or with what they want to be categorized as. The essay mentions how doctors sometimes make the decision of what sex the baby should carry for the rest of his/her life (Graff 250). When a doctor takes such a huge responsibility to be responsible for the sex of a person, people that suffer from this early judgment are forced to live a life that they don’t feel comfortable living in. The essay mentions examples of people that don’t feel and act in accordance to what their gender appears as. â€Å"Sexuality-all of it, from identity to presentation to sexual orientation- is no exception; it develops as a biological interaction between inborn capacities and outside influences† (Graff 251). This quote expresses how we do not only feel good or have a certain degree of conformity in the inside but we have to express this felling on the outside. If we have a certain sexual inclination and have the desire of showing this feeling we could easily dress and act as we want. But unfortunately in today’s society, â€Å"Girls present as female, if not feminine, and fall in love with boys; boys present as male or masculine and fall in love with girls† (Graff 251). This quote depicts how society has already predetermined that boy and girls are only allowed to interact with the opposite sex. So this leads us to the question, what would happen if we dress as how we feel in the inside? The essay shows the reactions of different people. â€Å"A 15 year-old girl is  incarcerated in a Chicago mental hospital in 1981 and kept there for three years because she won’t wear a dress. A Winn-Dixie truck driver is fired from a job he held for twenty years when his bobs learns that he wears women’s clothes at home† (Griff250). It is obvious that society does not see with good eyes the fact that some people just want to be comfortable with them by interpreting their feelings. â€Å"Stay- At- Home Dads† by Glenn Sacks, talks about the role of females and males in today’s society. It shows how things will change if the female figure is the one who goes out and find a job an become the house head of the family financially and the males stayed at home taking care of the house and kids. After all men’s are accused of â€Å"men interfere with the wives’ career aspirations by their refusal of become their children’s primary caregivers, forcing women to sidetrack their careers if they want children† (Sacks 265). It’s clear that in todays society this is accepted, not just because â€Å"is the male job top provide for the family† but also because society thinks that is the women job to stayed at home and take care of the kids, when is prove that either one is capable of performing this task. Being a primary financial income required more time out of the house this can interfere with family time and household relate activities such as cleaning, laundry and cooking. But what if the role of house keeping is perform by a male? Will it lose credibility and acceptance if is a male taking care of the kids? According to society this will result in â€Å"as being at the mercy of their stronger wives’ commands† (Sacks 266). Society see this as males will lose power in the house, and in a way be under the wife’s command because she is the one bringing the money to the table. But in reality this â€Å"change† is creating an opportunity for families to interact more with each other is giving the opportunity to exchange roles and benefits that before was only given to only one member. By these changes males are giving the opportunity to interact more with their children and enjoy little thing such as â€Å"making dinner with a three-year-old’s ‘help’, or putting the baby down for a midday nap in a hammock† (Sacks 266). This reflects how sometimes by working a lot some people don’t have the time to do or share experiences with their love ones. But not everything is about changing â€Å"roles† is good or beneficial, often society seems that a male can’t be the one who is taking care of the kids. A clear example is when Glenn Sacks wrote the followi ng: â€Å"met with his teachers, and did his  spelling words with him every day. Yet the woman who chaired the meeting introduced herself to my wife, began the meeting, and then, only as an afterthought, looked at me and said ‘and who might you be?’† (Sacks 267). No matter what we do at home or who the one taking care of the kids is, society will always expect and think that that is a female role or responsibility. Today’s society is convinced that females and males have to fit in this manual of behavior. Everyone has to meet the criteria and act like the sex they represent without even thinking if that person has some feelings or different expectations of themselves. What we can do to break these expectations is to be more tolerant and respect the different points of view and be less judgmental in a person behavior because there will always be a reason behind it that we don’t know or simple we didn’t care to know. Work Sited Deveny, Kathleen. â€Å"Who You Callin’ A Lady† The Blair Reader. Eds. Laurie G. Kirszner and Stephen R. Mandel. Longman, 2013. 258-259. Print. Graff, E. J. â€Å"The M/F Boxes† The Blair Reader. Eds. Laurie G. Kirszner and Stephen R. Mandel. Longman, 2013. 249-255. Print. Sacks, Glenn. â€Å"Stay-At-Home Dads† The Blair Reader. Eds. Laurie G. Kirszner and Stephen R. Mandel. Longman, 2013. 265-267. Print.