I´m not usually the type to read film criticism until I've gone to see the movie -- one for the explicit reason to deter plot give-aways and two to avoid taking others' opinions with me. However, I couldn't help but read the enticing headlines and scoops on the Wachowski Brothers' new film, *V for Vendetta*, before seeing it opening night, Friday March 17. The majority of critics had expressed a strong disdain for the film's apparent narrative dissolution roughly 3/4 the way through. They also complained that it lacked the luster and cohesiveness of a film that pretends to create a realistic vision of a possible and near future.

Of course this sparked my interest more, as I was determined to discover the reasoning behind such a negative reception. After my screening, I did in fact think the critics distastefully uncultivated and shunned them once again for trying to find something wrong with a film simply because it presented a vision that didn't accord with their own.

And suprisingly hypocritically enough, in the moment that *V for Vendetta* had grossed out in the number one slot at the weekend box offices, everyone was loving it. What happened to last week's critics? Doesn't anyone remember their barkings last week? Doesn't anyone remember that the reason we knew that Iraq had weapons of mass destruction was because we sold them to the country in the 80's? (Strike *that* from the record.)

Regardless of how frustrated we might become at how fickle our memories are, this is how successful marketing campaigns are launched and managed. As long as you appeal to a certain emotional constant, the content isn't as important as the delivery.

In fact, the earlier critics of this film were actually responding to how the film was being sold as an action flick. They were expecting one thing and got an entirely different product. But they watched it--as did many other people--and felt compelled to write passionately about it. The real power of this film, then, is that it has been able to draw so many people to it and engage a difficult topic, which is hotly debated, without drawing political lines. The magic, thus, is its power and call to engagement.

More on that to come...

P.S. Did you remember that last week's marketing tip had the same conclusion as this week's?

We all know that marketing strategies have their roots in paleosymbols and emotion-based responses, most of which tend to lie just underneath the conscious access the intended market audiences have to them. We often don't know why we immediately feel comfortable in one cafe over another; but we tend to frequent the cafe that engenders that positive feeling. People pay $$$ just to study the whys and hows of these responses and pay even more to utilize them.

Yet just as the human being is as fickle as the weather, a campaign must stand the test of time and pro-actively respond to "natural" variations to stay effective. Politics shows us most poignantly the struggles leaders have to maintain their positive approval ratings AND push through their agenda, which most inevitably will be controversial. Popular politicians know how to pick the fights they can win and unpopular ones pick whatever fights they want, regardless of the outcome, despite the often popular overreaching principles and culturally accepted ideals behind them.

Only those who have the foresight to engage and accurately predict the eclectic responses of the intended markets and only those who can respond quickly and navigate effectively all the inevitable unintended responses will be able to win the "fights they pick." Otherwise it's just a waste of time and energy.

You wouldn't believe how many clients, designers and agencies neglect to request a proof from the printer. This is a major gaffe on individual projects, and absolutely horrendous when it concerns an ad placed in a newspaper or periodical.

Offset printing is not an exact science; printers adjust density of cyan, magenta, yellow and black amongst the data on plate to arrive at a pleasing balance. That means if Verizon asked for a proof, and their ad is on the facing page from yours - your colors will sacrifice their intended levels to enchance the accuracy of Verizon Red.

There's more to it than that, but we'll leave details for later - or until you contact us for more info.