Showing posts with label marketing. Show all posts
Showing posts with label marketing. Show all posts

Thursday, May 14, 2009

(My) Mainstream Geekery: Star Trek from the Blogosphere

reprinted from May 11, 2009 Nerdabout:

@NYCRockStar Feels the Love at Star Trek

Our pal Roger usually shares his rants at NYC Rock Star. But today he's giving his two cents about Star Trek for us lucky folks. Can Englishman Simon Pegg do a better Scotty than American James Doohan? Should Kirk quit chasing hot green chicks and admit his love for Spock? Is Karl Urban fit to fill old Bones's shoes, or should he go back to fighting Orcs? Dammit, Jim, we're bloggers, not reviewers! Oh wait, here's the review! Read on ...
spock2

By Roger Resnicoff

Fans and non-fans may look at the new Star Trek movie, classify it as "science fiction", a "summer popcorn blockbuster," or even a "nostalgia trip," but I'm here to tell you that they're all right, and all wrong. Star Trek may the biggest, loudest love story ever. And it's fantastic.

Director J.J. Abrams honors the show's legacy without alienating and antiquating its best qualities. Whereas Abrams is indeed a solid director, he's truly enabled by a strong, smart script by Roberto Orci and Alex Kurtzman that contains just enough winks and nods to ring true to the Trekkies. But there's none of the cringing that I expected. There's really so much that could have gone wrong with this reboot—in fact, I was waiting for it to. Just about 10 years ago, I was at this very same theater (the Ziegfeld) to see Episode I of a much-loved science fiction icon. Awaiting the premiere of this Star Trek was a lot like that for me ... except without the massive letdown afterwards. Somehow accomplishing the enormous task of appealing to the wider, un-indoctrinated audience while satisfying the established base, one of the most astonishing qualities of this new Trek, is how it consistently fires on all thrusters and keeps from sucking.

So, where's the love?

You can sense the love that went into writing the script, with nods to older movies and episodes, in the form of lines, themes and symbols. The optimism of Trek, absent in most recent science fiction like Battlestar Galactica, is present. My favorite Trek has always been Star Trek II: The Wrath of Khan; this movie both shows and references the Kobayashi Maru test (keep a lookout for a familiar apple) that sets the stage for Khan, along with that film's revenge theme. Time travel, another familiar Trek plot device (see Star Trek IV, or City on the Edge of Forever), once again figures prominently in this outing, but I won't talk too much about that, so as not to ruin any of the fun.

The plot is almost secondary to the much-more-interesting "origins" story that's being played out simultaneously. All props to Eric Bana as a great Romulan baddie and an exciting "destroy the galaxy" storyline, but it's been done before in countless tv episodes and movies, Trek or otherwise. Kirk's "saved the galaxy/Earth/alien" many times before—it's like his specialty. The real fun is seeing the characters enter the canon of Trek history. Characters in this case not only includes the members of the Enterprise crew/family, but all the great toys that we've grown up watching them use, like the transporter, phasers and even the Enterprise herself, who's gotten a facelift enough to hold her own with any other sci-fi starship of the genre, but stayed true to her iconically-shaped profile.

The same can be said for the aforementioned "toys" ... they're all updated here, but with reverence for the originals—they're instantly recognizeable. The doors still swish, the communicators still beep, and the ship's computer sounds like she always has (Majel Barrett Roddenberry, a.k.a. Nurse Chapel, in her final Trek role). It adds a layer of familiarity and comfort for the longtime fans.

There’s love in the design of the sets and costumes, with a thoughtful updating of the original Sixties look and feel, with just enough refinement to lose the campiness and be reasonably acceptable as 23rd-century Earth. That's one of the defining differences with Star Trek than other sci-fi shows—this is our future that's being portrayed, so it has to feel right too. I even bought the officers in miniskirts.

The ensemble cast lovingly channels the spirits of the show's original characters, instead of just impersonating the actors themselves. Karl Urban retains all the country-doctor charm of DeForest Kelley’s "Bones" McCoy, yet restores a youthfulness to the character with a bit of a more believable edge to his eccentricities. Anton Yelchin's Chekhov predictably mispronounces his w's and v's, and Simon Pegg as Scotty is pitch-perfect.

There's love of mythic storytelling: Shades of Howard Hawks and Kurosawa (and by design, Tarantino and Lucas) when the young Kirk is encouraged to join Starfleet by Captain Pike, who issues a challenge to "do better" than his father, "a Starfleet Captain for thirteen minutes and died saving the lives of 800 men and women," including Kirk and his mother. This is immediately followed by a scene with Kirk, en route to ship out to Starfleet, rides his motorcycle to gaze at the sun as it rises on the dawn of his new destiny. A nod to Hidden Fortress, Star Wars, or maybe even Top Gun? Steadicam cinematography and stylized editing reflect the influence of Trek TNG alum Ronald Moore’s Battlestar Galactica reboot.

That brings me to the grandest love story of all: James Tiberius Kirk and Mr. Spock. Notwithstanding the parody videos of homoerotic relationships between the two, their story is of the budding of a lifetime relationship and iconic friendship (with the occasional triangular complications added by an alien hottie or Dr. McCoy). That said, in classic romantic-comedy fashion (like Cheers' Sam and Diane, Moonlighting’s Maddie and Dave) they initially can’t stand each other at Starfleet Academy.

Chris Pine, as the young Kirk, reminded me a bit of Good Will Hunting, which I find amusing, because there were rumors of Matt Damon being offered the role. Like Will, he's seen as an extraordinarily gifted young man, with lots of potential and an attitude problem (which is how many geeks see themselves). A father-figureless townie living in the shadow of Starfleet Academy (like Damon's Southie to Cambridge), he's kind of an ass—but that's as it should be. Zachary Quinto fully inhabits the young, more impulsively emotional, Spock. Nimoy's Spock was always fun to watch when he was mortally threatening, especially to Shatner's Kirk. Quinto convincingly plays Spock *just* in control of his emotions, with sometimes logic being the only thing keeping him from kicking Kirk's ass. As per tradition, Kirk, seemingly reckless cowboy, calls shots from the gut, in contrast to Spock's logical, deliberate decision-making as the Nerd-in-Chief. You can see how these guys are going to "grow up" to be the men that we've come to know.

Bottom line, it's a satisfying, warp-speed reboot of a franchise held dear (and sometimes as equally derided) to many. I loved it back. Oh, and there are tons of the pew-pew-pew and kickass that makes it a fun summer movie for everybody else.

Thanks, Roger! And don't forget to watch the man-on-the-street coverage from@sciencegoddess as well!




Link

Thursday, March 12, 2009

Magazine Publishers Association Digital Awards

A number of months ago, I met with fellow Newhouse / Syracuse alumnus Howard Polskin of the Magazine Publishers Association. We had gotten hooked up with each other via another fellow Newhouse alum Howard Sholkin a few weeks earlier, to talk shop and do a little bit of networking. We had a great conversation, talking about the media business in general, and the direction it’s going in.


During our chat, Howard mentioned that the MPA was in the process of planning for their third annual Digital Awards luncheon at the fifth “Magazines 24/7 Digital Conference” in March, and asked me if I’d be interested as acting as a judge for the competition. The MPA Digital Awards honor excellence and innovation of magazine brands on all digital platforms in 12 categories.


I told him that I’d be honored to be part of the distinguished group.


Anyway, the Conference was a big success, and the awards were announced a little over a week ago (yeah, I’m a bit behind – been busy), so I thought I’d share the news with you as well, if you hadn’t heard. Kate Maxwell, Senior Editor at Condé Nast Traveler, presented the awards to the winners at the Marriott Marquis New York on March 3rd.

And the winners are…

WEBSITES OF THE YEAR
The “Website of the Year” category recognizes excellence and innovation in content, design, functionality and usability in four subcategories.

Website of the Year: News, Business & Finance: Wired.com
Website of the Year: Entertainment & Sports: SI.com
Website of the Year: Enthusiast: Architectural Record
Website of the Year: Service & Lifestyle: Epicurious.com

MAGAZINE BLOG OF THE YEAR

Winner: Entertainment Weekly “PopWatch

BEST ONLINE VIDEO – STANDALONE

Winner: National Geographic Magazine “Searching for the Snow Leopard

BEST ONLINE VIDEO – SERIES

Winner: National Geographic Magazine “Fast Lane to the Future

BEST PODCAST SERIES

Winner: The Campaign Trail on NewYorker.com

BEST WEB-ONLY TOOL

Winner: Parenting and Babytalk “Child Health Guide

BEST ONLINE COMMUNITY

Winner: Epicurious.com

BEST MOBILE STRATEGY

Winner: InStyle Mobile

BEST MAGAZINE E-STORE

Winner: WIRED Store


via the Magazine Publishers of America

Friday, February 06, 2009

Friendster's Comeback? and Cute Marketing Thoughts for the Weekend

Happy Friday... Some thoughts to take you into the weekend. You know, 'can't take the Assignment Editor out of the boy...' -- see if you can follow the random train of thought:


I’ve been told that there are strange things afoot in From the land of ET+12, (aka Asia).

Yesterday, I attended a panel with the Strategic Web Insights Group, hosted by Dan Mooney and Devin Brown. It was my second meeting, and I’ve met some very interesting people there before. Sat next to Marshall Sponder, who I’ve been running into for about the past six months here and there. Anyway, the discussion was about Presenting KPIs to Management, but I’ll get to that in a bit.


First, from the Foreign Desk... Facebook is still growing -- in Asia

From a couple guys by way of NBC Universal (Digital Research Director Blandon Casenave, and someone I didn’t know) , I learned that in Asia, the most popular online social community is Friendster, believe it or not.


A little background: according to Venturebeat, in the current international land-grab among leading social networks (N.B.: have you staked your claim on your @Handle yet on Twitter? Bought your name’s URL?), the almighty Facebook is overtaking MySpace (my old employer, NewsCorp) as the largest social network in the world.

That’s old news now to anyone in the know. Here’s the rub though: remember ol’ Friendster, which the grownups were digging Pre-FB, and then completely bailed on when FB came around?


Well, in Asia, Friendster continues to lead Facebook and everyone else by at least a two to one margin. Like increase its base nearly double from 23 million monthly active users in April of 2007, to 40 million users this past April 2008 (old numbers – anyone have any more current?), according to comScore. And it appears to trending still upwards On top of that, the Friendster people point out that comScore doesn’t account for users who access the site through internet cafes, which is a much larger user trend than in the US. And get this: comScore March ’08 data says that Friendster users spend an average of 229 minutes on the site per month, the highest of any social network. If anyone has any more recent data on this, to prove/disprove the trend, we can get all Mythbustery on it. If I have the time, I’ll dig a bit.


Google's New Online Ad Campaign for Chrome

Also, from that geographical area, apparently there’s a ‘battle for search engine supremacy” in Japan, between Yahoo and Google. On one of the fronts, Google is introducing its Chrome browser into the Land of the Rising Sun. From boingboing, this cleverly-crafted stop-motion video advertisement was put together by the Google Japan team. It shows the company’s strategic vision of using the Japanese cute factor (or kawaii, like “Hello Kitty”) to successfully enter their browser into a market currently dominated by Yahoo. Feels evocative of something you’d see on the newly-launched Electric Company, in its first iteration.



And it’s cuter on this side of the pond too…


From the New York Times: I Lego NY

Iconic elements of New York City rendered in Lego. Brilliant. Utilizing everyone’s familiarity with Lego pieces, not only their strengths of being able to put them together, but the limitations that go along with their modular architecture. It’s Pop Art, using found objects and the viewers imagination to complete.






Friday, January 30, 2009

Watching TV to Learn (YouTube and Research)

Sounds counterintuitive, doesn't it? It did to my mom, when I was a student. But that may be changing: In an recent New York Times article, Miguel Helft described how YouTube has evolved from a video hosting and sharing site to become the second most popular search tool on the Internet. The second? That astounded me. Yes, it recently passed Yahoo (explains why their stock is dropping like a rock, huh?) to move into second place, behind parent company Google. The journalist describes how 9-year-old Tyler Kennedy turns first to YouTube for school research. But why?

I guess the easiest way to explain it is this; think back to grade school… Remember when you’d sit in class, and the teacher would say that during you’d be watching a video that day? Remember how watching a video was somehow more exciting than normal lessons? For some reason, seeing someone demonstrating something on-screen was far more gripping than watching your teacher do it, although I have never been quite sure why (I’ll expound on that a little later in this entry). Whatever the reason, it’s also true for adults, particularly when it comes to subjects people consider complicated. But the more I think about it, the more sense it makes.

In the first half of the 20th Century, folks grew up reading books and newspapers. Then there was a generation that grew up on movies, and then television (and later, cable/satellite). The most recent shift was to the Internet. Now, online video is creating yet another generation in the 21st.

At first, this made me kind of upset. First, because I didn’t have the luxury of Google when I was in school—I had to dig through the annoying Dewey Decimal System, be tied to a desk in a library, and go through a lot of fruitless searches before I found what I needed. Today’s students can easily Google for some information, or text search some digitized documents, which is much easier, and time-effective, and I probably would’ve gotten much better grades if I had that kind of tool at my disposal (people naturally want others to have to ‘earn’ their stripes, in whatever their achievements may be, be it educationally or professionally). Now, instead of documents, are kids these days (blurgh – that makes me sound like one of the “olds”), getting so lazy that they won’t even be inconvenienced to read text on the interwebs anymore? Not necessarily— perhaps it’s just more efficient. Why?

  • Video incorporates sound and visuals, as well as text
  • It’s short, due to the nature of the technology
  • Interactive technology allows tagging and commenting to drive you to more information, text or otherwise

I’ve always said that I wished the Discovery Channel and the History Channel were available when I was younger. For some reason, I can absorb and analyze and regurgitate facts more easily when gleaned from a 1-hour documentary than a 300-page textbook. YouTube does that in bite-size portions, due to length limits imposed (though that might change soon). It allows a viewer to pause for reflection, and rewind for review. And it’s not just for 9-year-olds like little Tyler. Have you ever explained how to do something techy to your Boomer parents or grandparents? Showing them over and over and over again? I used to have to explain how to use the VCR to my mother over the phone. It was impossible. If my mom could use Firefox, at least I could send her a link to demo something visually. Guess I could send it to my father.

Does that mean that text is going to go away? Of course not. The increasing popularity of video doesn’t (necessarily) mean deterioration in the consumption of text and its related formats. It does, however, signal a trend (and you know how us PR people and journos luuurve trends): people are now turning to video not just for entertainment but also for reference.

The main reason that text rules the interwebs today is because of hyperlinks. Linking pages via hyperlinks is what makes the whole thing possible. Hyperlinking video is a bit harder. Not impossible (you can link objects and insert text in videos), but a slightly impractical thus far. It's just not as astrophysicists would call an “elegant solution”. Also, YouTube doesn’t have a great search engine in the first place. But guess who’s YouTube’s Daddy? That’s right: Google. It'll get there...

So there is, and will be a shift. Because video was not practical before, to create or consume, the web was dominated by text. With higher-speed connections and more powerful computers, images began to flourish on websites. Now that video cameras and broadband are widespread, information that is better served by video is getting more action. And because kids like Tyler were born into video, this is just the beginning.

A Postscript:
Interestingly enough, this NYTimes piece helps to justify my previous blog entry – The father of the kid that is profiled in the article writes in his own blog:

“I was contacted by the reporter, who had seen a post on ReadWriteWeb about Tyler’s use of YouTube and wanted to bring the story to the New York Times’ readers.”


Another example of online journalism being picked up by the MSM! To paraphrase what Sean Connery said so eloquently in The Untouchables, “Thus endeth the lesson.”