Act Local

Disneys fabled studio entertainment unit has an illustrious history in both animation and live-action features. The Lion King, released in 1994, is the highest grossing animated film of all time. More recently, Disney has enjoyed massive hits with live-action features. These include Pirates of the Caribbean and its sequels as well as classic American fare such as the TV show High School Musical. However, despite high worldwide awareness levels of the Disney brand, as of 2006 only 25 percent of the companys revenues came from outside the United States. Historically, the Disney team has created products at its headquarters in Burbank, California, and then exported them to the rest of the world. Now, as the company targets China, India, South Korea, and other emerging markets, it is departing from its one size fits all approach. One factor driving the strategy change: the first-year visitor count in Hong Kong fell short of the target figure of 5. 6 million people. This prompted company executives to step up efforts to educate the Chinese about Mickey Mouse, Donald Duck, and other Disney characters. As Bill Ernest, managing director, told the Financial Times, If you havent grown up with the brand, the stories, or the theme, you are not quite sure what you are walking into. In Hong Kong, Disney officials were slow to recognize that Chinese vacationers who live on the mainland often book package tours. Tour operators choose restaurants, shopping opportunities, and other destinations that generate the highest fees and commissions. At first, Hong Kong Disneyland didnt offer a tour package that included dinners. A new dining with Disney program was quickly rolled out. To round out the promotion, individual tour operators were offered a 50 percent individual discount as an incentive to visit Disneyland personally so they would have first-hand experience at the park. Disney has learned that they cant impose the American will— or Disneys version of it—on another continent. Theyve bent over backward to make Hong Kong Disneyland blend in with the surroundings. 47 Dennis McAlpine, media and entertainment research specialist We have been U. S. -centric forever. We realize that if were going to be a global network, then we need to solicit material from around the world. 48 Gary Marsh, Disney Channel Worldwide, commenting on Disneys new programming divisions in the UK and Japan Disney also went to great lengths to capitalize on an astrological coincidence: According to the traditional Chinese calendar, 2008 was the year of the rat. In Hong Kong, Mickey and Minnie Mouse wore special red costumes as Disney proclaimed 2008 to be the Year of the Mouse. Because the Chinese government tightly controls television and motion picture standards, Disney emphasized affordable consumer products such as plush toys and Disney-themed clothing to generate awareness and interest in the Disney brand. In 2009, amidst the global economic downturn and ongoing challenges at Hong Kong Disneyland, Disneys Parks and Resorts division announced plans for a new $3. 6 billion park in Shanghai. The proposed park will be owned jointly by Disney and the Shanghai municipalgovernment. Consisting of a theme park, hotel, and shops, the development would create 50,000 much-needed jobs. Shanghai Disneyland is an important element in Disneys strategy for penetrating the local market. However, the proposal does not address Disneys need for increased media exposure; company officials believe that a Chinese Disney TV channel is essential to build awareness of the Disney brand and interest in the new theme park. Disneys other divisions are also pursuing a more localized approach in key emerging markets. As Jason Reed, general manager for Walt Disney Studios International Productions, noted, Weve been very successful with our big global productions, such as Pirates of the Caribbean and National Treasure. But we think theres a natural way to supplement these films in areas like China, Russia, and India—areas that have built-in film traditions. For example, in India Disney is abandoning its go-it-alone policy and partnering with local companies such as Yash Raj Films. One new Hindi-language show, Dhoom Machaao Dhoom, concerns a girls quest for identity after living in the United States; another show, Vicky and Vetal, concerns a boys friendship with a 300-year-old ghost. The new approach is clearly paying off. In 2008, Disney released Roadside Romeo, its first animated feature developed specifically for India. The film was box-office gold, with the best opening weekend of any Disney feature in India. Disney is hoping to appeal to Indias family-oriented middle-class consumers; core themes include believe in yourself, express yourself, and celebrate your family. Because the number of cable television subscribers is increasingly rapidly, Disney launched the Disney Channel and Toon Disney. In addition, the company acquired Hugama, a childrens channel. Disney is also making Indian versions of its hit movie High School Musical. One challenge in India is the number of languages and dialects. Roadside Romeo was released in Hindi, Tamil, and Teluga. Future projects may be produced specifically for southern India where movie preferences are markedly different than in the north. Disney is going native in other emerging markets as well. 2009s Book of Masters was the companys first live-action film for the Russian market. A Russian version of High School Musical is also in the works. Next up: the Middle East. As Disneys Jason Reed says, Theres a really strong affinity between the strong family values in the region and the Disney brand. We want to go out and try to make a film that will play to families from North Africa to the Gulf States. Discussion Questions Why is it necessary for Disney to build braid awareness in China and other emerging markets? Do you agree with Disneys decision to pursue a localization approach in emerging-markets? Why is High School Musical~so successful in global markets?

Human nature as a struggle between reason and desire Essay

Human nature as a struggle between reason and desire - Essay Example Pictures and images are suitable to those only who lack more sophisticated expressions (Falzon 3). Plato has stated in Plato's Cave that when inside the cave, shadows on the wall are taken as real by persons not enlightened but the truth is that one need to come out in the sunlight to see reality.This prejudice against visual images is further enhanced in cinema. Since there also we sit in the dark hall and see images moving in front of us. Le Doeuff (1989 as cited in Falzon 4) stated that images are illustrative which enter deep and help form our thoughts.. Still some may argue that let films be just films. Why distort or bend these to fit into some philosophical definitions The answer to this may be, using films to interpret philosophy is just one more perspective to looking at these. One may argue that films are prejudiced in having the maker's view and thus may influence our interpretations. Certainly, but you can use the film as a base to think of presenting the story in differe nt way or find what the maker has left out. We remember longer what we have seen and that continuously constructs our thinking till our reasons satisfy the outcome. In the movie Cape Fear (Scorsese 1991), Max Cady is a vicious redneck who has just served a 14-year prison sentence for a hideout incident of rape and battery. Now, he's arrived to seek vengeance on Sam Bowden, the lawyer who defended him but was so repulsed by his client's crime that he buried a crucial piece of evidence. The latter could have reduced severity of Cady's punishment. Scorsese and De Niro are taking the sort of brutish, menacing, perversely unreasonable criminal as a phantom. If there, truly, is such a character in our life then this absolutely self-destructive person presents conflict between passion and reason. Cady begins to practice a sleek form of cat-and-mouse terrorism, and without really stepping outside the law harasses Bowdens. What's more, He feels strongly that Sam, by failing to defend him to the best of his abilities and also stepping outside the law, took it into his own hands. Cady emphasises that, now, he no longer has the right to expect that same law to protect him. Cady seems to have a good reason for his act. He is also trying to save Bowdens' from their sins by punishing them. How does philosophy explain the conduct of Cady and Sam The latter has scores of infidelities as well and thus shows weaknesses in his personality. Was Sam right in deciding that Cady's crime is too repulsive to be allowed any respite And was Cady right in being obsessed with the revenge against Sam's whole family Our reasons, feelings, thought and behaviour are controlled by different parts of minds. Both Freud and Kant consider mind as divided entity rather than a single unit. While hiding the report that could have reduced Cady's punishment, Sam was in conflict between reason and passion (to do lawyers duty well for his client), finally the reason yielded to passion that a criminal of Cady's level should be given severe punishment. It is also possible that during the course of our life, we develop many unconscious thoughts and wishes that keep on influencing our conscious decisions (Critchley et al 169). Similarly the overemphasised view of the fault of Sam, by Cady is due both to breach of trust as well as the conflicts of passion and reason. When the latter two were in harmony, he succeeded in creating fear in Bowdens family. But when these two were in conflict, he lost his own life.

War Fare Essay Example | Topics and Well Written Essays - 1250 words

War Fare - Essay Example Accordingly, trench warfare, a particularly brutal type of warfare undertaken in armed trenches, and resulting in huge human casualties and loss of life, was a key feature of the battles which occurred as part of the First World War. Difficult conditions coupled with widespread disease and poor sanitation were features of this insidious type of armed conflict. Seeking to explore the devastation which occurred as a result of trench warfare during World War One, this essay will analyze the conditions of trench combat, the types of disease prevalent throughout the trenches and will explore how British soldiers endured fighting under these inhospitable conditions. We begin now with an overview of the preconditions which led to one of the most traumatic episodes in world history. There were a variety of important preconditions to the emergence of the conflict, which up until that date, had been the largest that the world had ever seen. The First World War represented the dueling alliances of the Triple Entente - composed of Britain, France and Russia – and the Triple Alliance – comprised of Germany, Austria-Hungary and Italy. Pre-conditions are best described as the precursors to conflict and there were many underlying long-term causes for the belligerent behaviour of the states of Europe in 1914. An arms race, underway for years, and growing at a rapid pace just prior to the emergence of the First World War set the stage for violent conflict between the major states of the region. Accordingly, the arms race occurring at the time exacerbated the global balance of power and led to an increased likelihood of aggressive behavior between the armies of Europe. As the European armies grew and competed with one another for size, manpower and prestige, the naval race between German and Britain contributed to a partition of the major states of the continent into two