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The Problem

A good movie review is so much more than the number of stars after the movie title. I know that’s what most people want to see, but think about it. A movie producer has just invested $60M and the director has given two years of his life. do you really think they want to see that reduced to a casual two second glance at the number of stars following the title. I know the internet has turned us all into ADD consumers that have lost the ability to process through written information thoughtfully, but really the many art forms that blend together to birth a film should be considered before passing a two star judgment. in this article I will attempt to describe four artistic lenses that craft a movie so that when you see your next blockbuster epic or quiet romantic comedy, you will have a greater appreciation for what the film makers have attempted to do.

Genre

This is the start button for every movie. the pitch to the studio money people begins, It’s a __________ about . the blank is the genre. Romantic comedy, drama, horror, action/adventure, buddy movie, coming of age movie, etc. Genre is the first lens we look through in unpacking a movie. it defines how the story will unfold, the pace of the editing, the musical theme as well as the incidental music, even the costumes and lighting will be determined by the genre. each genre has its own set of rules, but genres also are reinvented and redefined successfully by Hollywood’s more creative movie makers. Barry Levinson’s Rain Man broke several genre rules but successfully told a very dramatic and engaging story about two brothers setting out on a cross country journey of discovery. being able to identify the elements of genre in the movie will clarify why the movie is what it is.

Story

The next lens is story. When story is combined with genre the filmmaker’s intent and purpose in making the film becomes clear. Look carefully at each character as they are introduced and trace their arc. When and where do the arcs cross? When do they run parallel? the length of the arc indicates the character’s importance. Is the character introduced to set something up later. At the end of the movie think back on how many characters were introduced and how was each story arc resolved or left open.

Morality

Every movie has a moral message. it is impossible to tell a story and not have a moral. through the moral lens we see the message the film maker wants us to leave with when we exit the theater. Moral messages include: Good always wins over evil. Nice guys finish last. the bad things you do in secret will be publicly exposed. the morality of the movie can be positive or negative. Horror movies usually end with everyone getting killed except for that final one who either defeats evil or escapes to fight evil another day.

Art

The artistic lens will reveal a movie’s longevity. If care was taken to creatively tell a story by expanding its genre, and revealing well formed characters with developed arcs, the film will become a classic. every year the movie Somewhere in Time is celebrated on Mackinac Island, Michigan at the Grand Hotel. When the movie was first released in 1980, the box office was disappointing. but, when it began showing on cable TV, the artistic beauty of the well told romantic story captivated thousands of viewers. in 1990 the International Network of Somewhere in Time Enthusiasts was formed to plan the Mackinac Island event that became an annual celebration. in 2010 they will celebrate their 20th anniversary when the movie turns 30 years old. the movie is still celebrated for its moral theme of timeless love.

All that to say.

.while we often are fans of particular movie stars, when you decide to go to a movie, look to see who’s directing the film. the film is their vision and the actors are only playing out the parts.after their third movie, they’ve usually established a moral history that holds true in future movies.

Revisit your movie experience through these lenses. Don’t be quick to pass judgment based on your personal opinion. As the credits roll filled with the people who worked on the movie you’ve just seen, begin thinking about the genre, story, morality, and art of the film. do you think the director was able to accomplish what he and the producers set out to do? Read through the films reviews. do you agree or disagree? Your experience at the movies will become far richer when you see the move through these lenses.

Steve Jobs’ resignation as CEO of Apple will have only a small impact on the company’s sales, a new study by ChangeWave Research has found.

According to the research firm, which surveyed 2,297 consumers between September 6 and September 12, just 4 percent of respondents said that they would be “less likely” to buy Apple products in the future, now that Jobs is no longer CEO at Apple. a whopping 89 percent of respondents, on the other hand, say that Jobs’ resignation will have “no effect” on their purchasing plans.

The 4 percent figure is the lowest it has been since Jobs took his first leave of absence, and substantially lower than the high mark set in 2008. at that time, according to ChangeWave Research, 18 percent of respondents said that they would be less likely to buy Apple products if Jobs had stepped down at that point. in February of this year, that figure stood at 7 percent.

“The results suggest that Jobs’ previous absences have had an ‘inoculating’ effect that over time has allayed consumer concerns on whether the company could operate at the same level without Steve Jobs at the helm,” ChangeWave Research said in a statement yesterday announcing its findings.

Related stories:• Apple posts $28B quarter, announces Lion launch• Steve Jobs steps down from Apple• Text of resignation letter from Steve Jobs

Apple co-founder Jobs resigned as CEO last month, recommending that his chief operating officer, Tim Cook, become the new chief executive. the board approved Jobs’ recommendation, and also made Jobs chairman.

ChangeWave’s findings seem to indicate that consumers are just as optimistic about Apple’s future as Jobs seemingly is. in his resignation letter, Jobs wrote that he believes “Apple’s brightest and most innovative days are ahead of it.”

Of course, it also helps that the products Jobs brought to the market are still wildly popular among consumers. in fact, ChangeWave found thatiPad demand is easily overshadowing demand for any othertablet on the market. Last month, 85 percent of respondents in a separate ChangeWave survey of 2,969 consumers said that they plan to buy the iPad instead of any other tablet. just 4 percent of respondents said that they would opt for the Samsung Galaxy Tab, while the BlackBerry PlayBook from Research in Motion captured the attention of 2 percent of respondents. just 1 percent of consumers said that they will buy the Motorola Xoom.

If those figures hold up, it could mean continued good times for Apple’s iPad. Over the last several quarters, the device has been flying off store shelves. in fact, during the last-reported quarter, ended June 25, Apple sold 9.25 million iPads, representing a 183 percent increase over the same period last year.

Although there are several reasons people are buying iPads, ChangeWave believes a key component in that decision is owner satisfaction. Based on its findings, 70 percent of consumers who own iPads are “very satisfied with the device.”

That figure stands in stark contrast to buyers of other tablet. According to ChangeWave, just 42 percent of folks who bought other tablets are “very satisfied” with their purchases.