Soderbergh favors the kind of entertaining “content” that establishes aesthetic and emotion, rather than hitting selling points. “My favorite kind of advertising comes at things from an oblique angle,” he says. “When somebody does something that surprises you in a way you find either funny or emotional, some sort of switch has been flipped and you start to think about their product in a different way.” If the brand takes off, there’s an idea for a deliciously weird content series that Soderbergh’s noodling with a famous friend. In the meantime, the brand has scored its first product placement deal–and it’s a doozy. Singani 63 appears in a long scene (seriously, the duration and variety of shots of the bottle in the scene would make a brand integration pro weep) in David Fincher’s hit, Gone Girl. Rather than an official placement, it was more a favor or perhaps just a gag–Fincher had called Soderbergh to ask for a … [Read more...] about Steven Soderbergh’s Latest, Years-In-The Making Creative Project Will F#*& You Up
So the knife fight is one of my favorite things I’ve ever done on film because to me it feels very real. The first half is just about “get away from me, get away from me,” and then she finds her mojo a little bit and then kind of gets empowered from it. We see what she can do because we’d seen in the beginning when we see that old training video that she had these skills that went dormant. To me that’s just a fun, funny way to see (the fight) because there’s just the comedy of a funny person being like, oh my god, this is not fake-y peril, this is like somebody’s got a knife and they’re gonna kill me. But then the way she’s blocking, you get the joke in that, which is Jackie Chan-inspired. … [Read more...] about How Paul Feig Busted Genres And Activated Melissa McCarthy In “Spy”
"Net interest margin (NIM) will moderate year-on-year (YoY) on higher slippages, while the fee income will remain under pressure in the absence of fall in advance. GNPA will increase on higher slippages from BB and below book and incorporation of divergence report," said Phillip Capital in a report. … [Read more...] about Yes Bank share price surges 7%, should you buy it?