The Brand Arc
The brands with the most equity are those with a story their customers value. By Spencer L. Hapoienu. This year, for the first time in years, the movies that did well at the box office are in sync with the films that have been celebrated by the critics and the public. And for the first time in a long while, these are films with story and character arcs of epic proportions. The arcs are so complex and profound they have even broken the attention-deficit, run-time conventions. Lincoln, Django Unchained, The Hobbit and Zero Dark Thirty all ran close to three hours.
The usual formula for the 16-26 crowd is maximum number of heroic, digitally-invented creatures blowing up a maximum number of disagreeable, digitally-invented creatures, creating as much screen detritus as possible in one hour and 48 minutes — trying at all times not to distract the audience from texting. The return of the arc is not just a big-screen phenomenon, either. Big winners on television include Homeland, Boardwalk Empire, Mad Men and Downton Abbey. One could argue that this is merely cyclical or that the more we connect through technology the less connected we feel … read >>
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