How does Netflix make money and why is it at a loss?

The financial strategy of the global leader in the streaming-on-demand entertainment business

Reading time 5 minutes

During the three-month period, the streaming giant laid off around 450 employees due to a loss of a raft of subscribers. According to the statistics provided by Macrotrends, from 2014 to 2019, the loss of Netflix has only increased, although the situation was rectified in 2020 and the coronavirus pandemic, which brought in a profit of almost two billion USD, 2021 again ended with negative indicators for the platform. Many experts attribute this situation in the market to the economic model in which the platform operates.

THE BIRTH OF STREAMING AND THE DEATH OF CABLE

In 1999, Netflix started as a DVD rental service, offering customers an unlimited monthly cassette subscription, as well as a personalized movie recommendation system. To create a large movie library, the company purchased the rights and licenses to a wide variety of content, part of an online cinema portfolio that still includes these acquisitions.

A decade later, Netflix pioneered the Internet streaming market, while other media giants offer cable TV subscriptions for $100, Netflix only requires its subscribers from 8 up to 15 dollars. In addition to the pricing policy, viewers are bribed by other factors: multiple people can use the same account from different devices, favorite shows can be viewed at any time, and the library constantly being replenished with hit shows that Netflix buys the rights to and content of its own production.

All this caused consumers to abandon cable subscriptions in favor of streaming, and movie and TV series creators not to release their products on TV, simply because Netflix and its similar companies offered more money than cable channels that were losing money. According to Bloomberg’s statistics in 2018, 6 people give up cable TV every minute, of which in return, many people subscribe to online services.

THE FLYWHEEL MODEL
Flywheel model for Netflix
Flywheel model for Netflix

Despite the removal of these competitors, Netflix is still operating at a loss. This is largely due to their economic policy, known as the “flywheel method”. It works like this: the service takes money from a user’s subscription and spends it on content creation, content distribution and creating a pleasant user experience, which forces the user to renew the subscription theirs and everything went back to the way it was. The problem is that Netflix spends more than $500 per user while it only brings the company about $10. This difference is covered by the new viewer’s subscription, i.e. your payment for one subscription offsets the cost spent by the user who purchased it before you and the amount the next subscriber will reimburse you.

The problems of this plan will become apparent once Netflix hits the subscription threshold – there will simply be no potential buyers left in the US and the world able to cover these losses with their own money. Analysts estimate that the maximum number of Netflix subscribers in the US is 60-90 million and around 200 million in the rest of the world, while in the first quarter of 2022 there were around 80 million people in North America and about 150 million people in the rest of the world.

Simultaneously, due to the peculiarities of the market, a subscriber outside the United States brings the company much less money than an American: for example, the cost of a subscription in India at the start was only $3 – three times less than in the company’s homeland.

By way of explanation, in order for the flywheel to continue working, Netflix is forced to look for new subscribers outside the United States, in the face of the fact that local markets cannot offer a profit comparable to the United States, as well as to raise prices in richer and more developed countries, which already leads to an outflow of subscribers.

COMPETITORS AND WOLVES OF WALL STREET

For Netflix, the situation is compounded by increased competition: almost every major corporation has already launched or is preparing to launch its streaming service. Coincidently, knowing the need for their competitor to raise prices, other streaming services deliberately underestimate the cost of a subscription: Disney+ asked for only $ 7 at the beginning, while providing exclusive and discussed content like the new parts of Star Wars and the Mandalorian series, as well as absorbing another online movie theater Hulu. In other words, purchasing Disney+ for a price half the price of a subscription to Netflix, the user received two streaming services at once.

Netflix official account tweet saying "Love is password sharing"
Netflix official account tweet saying “Love is password sharing”

Simultaneously, Netflix itself is also forced to take not very pleasant measures for users, along with the mentioned price increase, the company also wants to ban users from sharing passwords with loved ones, and about 1/4 numbers all subscribers do this, although the company previously considered this function as one of the important being.

This policy affects the number of people who unsubscribe. Users are also canceling subscriptions due to the lifting of quarantine restrictions in many countries: people work, study, travel, and less sit at home in front of computers and TVs. As a result, in the second quarter of 2022, one million people canceled their Netflix subscription, and a similar number of unsubscribes is expected before the end of the year.

Netflix's largest shareholder Bill Ackman
Netflix’s largest shareholder Bill Ackman

This situation in the market also affects the investment attractiveness of the company: in the past year, the value of shares has decreased by more than 60%, in such a crash, one of the company’s largest shareholders lost more than a billion dollars, and then sold his entire three million shares.

Despite the unfavorable economic situation and loss, Netflix is unlikely to stop, in a letter to shareholders the company assured that canceling family subscriptions will only lead to new users. Streaming and the loss of subscribers are also tied to macroeconomic factors: the consequences of the pandemic and the Russian invasion of Ukrainian territory. In addition, the company will not reduce its content costs: in 2021, online cinemas have spent 17 billion dollars on it.

The first Monday in May

From the ball for everyone to the Oscars in the world of fashion in 75 years

Reading time 10 minutes

Currently, all fashionable houses, fashion publishers, and media figures mark the first Monday in May on their calendars. This is one of the main days of the year for the fashion industry – the Met Gala. How has this significant event changed over its 75 years of existence?

Eleanor Lambert

Элеанор Ламберт, основательница бала Met Gala
Eleanor Lambert, người sáng lập Met Gala

The story of Met Gala began with Eleanor Lambert. She worked in advertising in the art and fashion industry, managing campaigns for Jackson Pollock1 and many other artists. She also headed the PR department of the Whitney Museum of American Art and in 1948, organized the first fashion week in New York City. It was also around this time that the Costume Institute opened at the Metropolitan Museum of Art in the US. It needed funding, and Eleanor, who supervised the project, decided to hold a social ball. This helped to both raise awareness and funds.

Admission to the event was open to anyone, with tickets available for $50, which included the rental of a garment from the Costume Institute archive. It is worth noting that the Met Gala is not just a party within museum walls. Guests were effectively financing art by purchasing tickets. Although the museum’s exhibition did not dictate the dress code back then, as the event itself was not held at the Metropolitan, but at the Waldorf Astoria hotel or Rainbow Room restaurant. The theme of the ball was also not specified, so guests wore cocktail dresses and black tie. Even the first Monday in May was not yet a significant date – Met Gala was first held in December, and the date of the event was not fixed.

Diana Vreeland

Диана Вриланд, изменившая репутацию Met Gala в мире моды
Diana Vreeland, who changed the Met Gala’s reputation in the fashion world

If Eleanor was the founder of the classical Met Gala, then Diana Vreeland brought the ball closer to what we know today. Diana worked at Harper’s Bazaar for 25 years before becoming the chief editor of Vogue US, from which she was fired in 1972. In the same year, at the age of 69, she became a consultant to the Costume Institute. This department of the Metropolitan Museum was one of the most unpopular. The annual ball was not enough to attract public attention and increase the number of visitors. Diana’s invitation to this position was supposed to improve the situation: she was considered not only one of the most stylish women in America but also a bold innovator in the fashion industry.

Expectations were met. Already in 1974, Diana organized the exhibition “The World of Balenciaga” and made it the theme of the Met Gala. If previously the dress code of the event was just ceremonial, now guests had to prepare and choose an outfit that corresponded to the spirit and style of the Balenciaga fashion house. This ball is considered a turning point in the modern history of the Met Gala.

Певица Шер на своем дебютном Met Gala в 1974 году
Singer Cher at her Met Gala debut in 1974

Diana handpicked her guests for the Met Gala. Actresses Berintia and Marisa Berenson, singer Cher, and Countess Jacqueline de Ribes were not random visitors, as the event required distinguished names to elevate the status of the now main fashion event in the fashion industry. Loyalty to ordinary visitors had to be sacrificed, as the lavish dinner was eliminated and the creativity of Cristobal Balenciaga was not easily understood by all. Therefore, the number of visitors decreased, but not for long.

The Met Gala began to set the tone and define fashion trends. In 1976, the theme was “Diaghilev: Costumes and Set Designs of the Ballets,” where Yves Saint Laurent presented his new “Russian Collection,” and guests, including Jacqueline Kennedy Onassis, appeared in sumptuous fur coats, marking the return of the a-la russe style. By the way, it is believed that Jacqueline was the one who nominated Diana Vreeland as a consultant to the Costume Institute.

Pat Buckley

Pat Buckley, wife of American writer Christopher Buckley, had been assisting Diana in organizing the ball since 1979. Her phone book included Nancy Reagan, actress and first lady of the United States, and Betsy Bloomingdale, a socialite, who were, of course, invited to the Met Gala. This made the event more prestigious and increased museum revenues.

When Diana stepped away from the Costume Institute in 1985, philanthropist and socialite Nan Kempner joined the organizing committee (although she asked to be called simply a homemaker). Diana Vreeland said of her, “In America, there are no chic women. The only exception is Nan Kempner.”

By this time, tickets were already selling for $1000, and among the guests were not only socialites, but also representatives of fashion houses such as Burberry, Chanel, and Versace. The Costume Institute ball thrived and became increasingly lavish, but it was still difficult to compare it to the Met Gala that Anna Wintour would recreate.

Anna Wintour

Анна Винтур на своем первом Met Gala в 1995 году
Anna Wintour at her first Met Gala in 1995

By 1995, when Anna began organizing the Met Gala, she had been the editor-in-chief of Vogue for eight years. Her arrival marked a new era for the Costume Institute ball, and her influence was literally reflected in the Institute, which since 2014 carries her name.

If Diana Vreeland simply invited famous people to the event, Anna herself made up the guest list and seated them at the tables. The ticket price rose to $30,000 and continues to grow.

Дизайнер Александр Макуин с актрисой Сарой Джессикой Паркер на Met Gala 2006 года
Designer Alexander Makvin with actress Sarah Jessica Parker at the 2006 Met Gala

New traditions emerged, such as a designer walking the red carpet with the model he dressed. In 2006, it was Alexander McQueen and Sarah Jessica Parker, and in 2009, Marc Jacobs and Kate Moss. The event now includes many more Hollywood stars, supermodels, and singers.

Дженни Ким на Met Gala в 2023 году
Jennie Kim at the Met Gala in 2023

Everyone who is interested in fashion keeps an eye on the Met Gala. This is where the trajectories of trends are determined, and where it is decided which fashion house and celebrity will become trendsetters. By 2023, this was well noticed. K-pop performers, for example, are becoming increasingly popular not only in Asia, but also in America and Europe, so inviting some of them to the ball became very symbolic. This undoubtedly raised their popularity even higher, and we can expect them to become ambassadors for even more fashion houses. This year, Blackpink’s Jennie Kim, who collaborates with Chanel, attended the ball. There are also brands that did not dress anyone at the ball this year. Saint Laurent and Alaïa, for example, skipped the Met Gala because their founders were at odds with Karl Lagerfeld, in whose honor the ball was held.

Preparation for the Met Gala takes eight months, so we will know the theme of the next ball well before the first Monday in May 2024.

Symbiosis or parasitism

Collaborations of fashion houses with artists - art or marketing?

Reading time 6 minutes

In the winter of 2023, Louis Vuitton presented one of the largest collaborations with Japanese artist Yayoi Kusama. The fashion house presented not only clothes and accessories, but also art spaces in its boutiques, performances and installations based on the artist’s works, both in the real world and in the digital environment. This connection evoked both admiration for the thoughtfulness of the collection and its presentation, and condemnation.

Yayoi Kusama for Louis Vuitton collaboration
Yayoi Kusama for Louis Vuitton collaboration

Now Yayoi Kusama is 93 years old. She lives in a psychiatric hospital due to mental disorders. As a result, the collaboration, which includes a large body of work, has raised concerns about the artist’s health. Critics have accused Louis Vuitton of exploiting Yayoi’s work and misrepresenting her image. “The brand team has dedicated a separate paragraph on the website to the artist’s creative journey, but there is not a single mention of the specifics of Kusama’s mental health,” says Polina Vasilyeva, who was responsible for collaborating with artists at SimpleWine, Bosco di Ciliegi, House of Cultures. The artistic value of the objects that resulted from the collaboration is also questionable. There is a certain philosophy behind Yayoi Kusama’s patterns and installations. All of her works are autobiographical. The most famous pea pattern, its endless repetition in objects, helped Kusama cope with hallucinations and anxiety. However, Louis Vuitton focused less on depicting the artist’s creative journey and her struggle with mental disorders, and more on recognizable visual images.

Installation at the Louis Vuitton boutique in the Champs Elysees, France
Installation at the Louis Vuitton boutique in the Champs Elysees, France

There are some who support this collaboration and Louis Vuitton’s approach. The fashion house has gone to great lengths to promote the collection. The facades of boutiques around the world were covered with Yayoi’s signature patterns. Their stores became veritable installations. And they even put the figure of the artist herself in the foreground. With Louis Vuitton-level marketing, you can reach a large audience and increase people’s interest in Yayoi’s work and art. “With my last project [with Louis Vuitton], I received a lot of response from people all over the world. With this project, I also want to share my artistic philosophy and thoughts with everyone,” says Yayoi Kusama herself in an interview for Tatler Asia. This confirms the effectiveness and success of the collaboration.

This kind of collaboration with brands is very popular among artists. Not only do they spread a personal philosophy through their work, but the artists also increase their visibility. Fashion houses try to create a buzz in the media, attract influencers and present new collections as artworks. PR is very important for artists. It helps find new clients, connect with galleries and find new fans for their work. It also allows creatives to realize ideas that would not be possible without financial support and a platform for the brand. “For me, it’s an opportunity to bring complex ideas to life in ephemeral materials that are part of my practice. For example, sculptural elements of soap and gold leaf, wax and acrylic stone, brass and grease. Such projects allow me to reach a larger scale and develop a new performance technique. I see them as a resource for experimentation and creative growth,” says artist Anya Mokhova, who has already collaborated with Shiseido and Studio Playtronica.

Collaboration bag Dior and Recycle Group
Collaboration bag Dior and Recycle Group

The question of whether or not such collaborations between brands and artists can be called art is not easily resolved. If the creator remains true to his principles and considers his work as art, it is difficult to deny the existence of an artistic value in his work. “Artists have always collaborated with brands, from Salvador Dali, who invented the lollipop shape, to other well-known artists, who are no worse and no better. It’s everyone’s personal choice. There are no contradictions in our concept, in our vision of our creativity and the objects we make,” explains the creative association Recycle Group.

The Evolution of Video Game Music

History, mechanics and philosophy of music for video games

Reading time 13 minutes

Soundtracks have become such an interesting newspaper topic that even the composers are awarded an Oscar for their products. Of these, video game tunes get less attention, although they mainly do contribute to the game’s immersiveness2.

Background
Pong - the first successful game with sound, 1972
Pong – the first successful game with sound, 1972

In the 1950s, programmer Jeff Hill created digital music recorded on the CSIRAC computer3. Released in 1972, Pong was the first arcade game with sound t a commercial success. In 1979, the first-ever digital audio disc was presented. This phenomenon was noted “chiptune” since the soundtrack was created by an audio chip, usually inside a game console. The first such devices had the very limited sound processors. It was most commonly made with 8-bit music. This 8-bit processor created the melody in real time. In the early 1980s, the IBM personal computer appeared, and a couple of years later, sound cards and synthesizer modules came out. Each module has its own function: some generate sound, others act as a sequencer, others are various sound effects that played and created music in several channels.

In the 1950s, programmer Jeff Hill created digital music recorded on the CSIRAC computer4. Released in 1972, Pong was the first arcade game with sound turned into a commercial success. In 1979, the first-ever digital audio disc was presented. This phenomenon was noted as “chiptune”, since the soundtrack was created via an audio chip, usually inside a game console. The first such devices had very limited sound processors. It was most commonly made with 8-bit5 music. This 8-bit processor created the melody in real time. In the early 1980s, the IBM personal computer appeared, and a couple of years later, sound cards6 and synthesizer modules[/A synthesizer module is an electronic instrument divided into separate components (modules, blocks)] came out. Each module has its own function: some generate sound, others act as a sequencer7, others are various sound effects that play and create music on several channels.

In 1999, when the first music cartridge8 for the Game Boy was released, an updated genre of 8-bit music appeared – post-chiptune. It sounded less monotonous and simple, but technically differed little from the first experiments with digital music. Today, 8-bit is a separate genre that exists at the center of the subculture. Thanks to some bands, such as Crystal Castles, this music got a second chance in the 2000s. The creators of such tracks use special programs – trackers. They imitate the sound of chips from old set-top boxes. And 8-bit styled music can be made using modern synthesizers and sequencers.

Sequencer
Sequencer

 

 

The monotonous sound did not clash with the simple pixelated graphics of the first Dendy and SEGA games. The monotonous melody was quickly remembered and made the game recognizable. For example, the theme from the Guinness World Records best-selling game, Super Mario, became a symbol of the first console games9 of the 1980s. The same thing happened with the Tetris melody, which evokes nostalgia for those born in the 1990s. It is noteworthy that the Russian folk song “Peddlers” was used as the basis for the soundtrack for Tetris, but it became known abroad only in the context of the game as “music from Tetris”.

Super Mario Bros
Super Mario Bros

When discs appeared, the CD partially displaced audio chips, as it allowed tracks to be recorded and transmitted in advance. Sound designers had control over the process, as they could evaluate the finished compositions before they were combined with the game. The track was played directly from the disc, so the limited amount of memory on the set-top box itself is not a problem. Initially, the creators could use well-known songs. By the time, the stricter the licensing became, the stronger the power of composers in the game industry got.

Details

During game development[10, it was difficult to turn music into an accompaniment to the player during a chase, gunfight, or secret mission. The sound design also includes background sounds that accompany the action, the audio interface (e.g. in the main menu or when in danger), and character voices.

Music has a particularly important role in evoking emotion for game players. Hence, it must be more adaptable than the soundtracks. The theme of the game should not only set the mood, it must match exactly with the pace of the gameplay11. You can go through the same episode at different speeds, so writing a finished album from finished tracks will not work. And then the musical units accompanied by games are smaller, which means they better adapt to each player.

The hero of the game Ratchet & Clank: Rift Apart in the club
The hero of the game Ratchet & Clank: Rift Apart in the club

Most games are unlikely to have time for slow and harmonious scenes and soundtrack transitions. The transitions from one rhythm to another must be done in a couple of seconds, depending on the user. For balanced transitions between episodes of the game, there is a horizontal and vertical convergence. The first occurs quite abruptly, for example, changing the research theme of the battle. The second involves modifying one main theme by speeding it up or slowing it down, increasing or decreasing the volume, and adding instruments. This is more often used not for abrupt movement between locations or tasks, but, for example, as a hint on the way. So, as you approach the nightclub in the game Ratchet & Clank: Rift Apart, the sound of dance beats will increase, new parties are added.

Composer Gustavo Santaolalla in The Last of Us II cameo
Composer Gustavo Santaolalla in The Last of Us II cameo

Since the game requires dynamic adaptation, the amount of material that the composer needs to write also increases. If this is about 50-70 minutes in the film industry, that is, half of the total running time12, then the duration of the passage of the game varies more, and the amount of sound accompaniment changes along with it. Hence, for The Last of Us II, composer Gustavo Santaolalla wrote about three hours of tracks.

Process

Music for a film or game is more frequently perceived as an accompaniment or an additional design element. Consequently, it seems paradoxical that work on soundtracks begins even before filming, at the stage of the script, or after the creation of a storyboard by game designers.

Once the composers have become familiar with the concept and the intended atmosphere of the game, they choose the direction in which they will develop the sound design. If this is vertical mixing, then you need to set triggers by two properties: at what parameter does the music change and how it changes. It can be affected by location, weather, time of day, level of fatigue or health of the character. Individual musical phrases in vertical mixing, on the other hand, are highly simplified, lack structure, and are sometimes too chaotic. However, this mixing variant, which is most similar to the ambient music genre, is well suited for travel, occasionally interrupted by short fights or tasks. With horizontal mixing, the composer and editors already work with whole compositions, which are divided into several scenes and alternate with each other. As a rule, their triggers are associated with an emotion or a central event in a game sequence. This is a less harmonious way of mixing, since the transitions between musical phrases can be sharp, and the melodies themselves are too long.

Sometimes the game’s sound design also uses stingers – stand-alone compositions that can appear in the middle of vertical mixing. They emphasize important player actions and evoke emotions quickly. Often, they come with replicas of the heroes with commentary on what’s going on.

Rise of the Tomb Raider
Rise of the Tomb Raider

Nowadays, it is not necessary to specify the time of the next knock of the wheel or the bell of the blade, or the place where the character will hear whispers or birdsong. To do this, there is procedural generation – an artificial intelligence system developed to generate a unique soundtrack for each game from a database of samples13 created by the composers.

Sounds are selected depending on the scene, location and pace of the game, as well as the state of the character. For example, Rise of the Tomb Raider used Intelligent Music Systems’ dynamic percussion14 system for sound design. And in the game No Man’s Sky, for which the band 65 Days of Static wrote a track for 50 minutes, this composition is used as a dataset for artificial intelligence, which selects pieces from there to create a unique track.

Forms
Lyra of the Winds in Genshin Impact
Lyra of the Winds in Genshin Impact

In addition to background accompaniment, music can become part of the gameplay. For example, in Legend of Zelda: The Ocarina of Time, the character can play the instrument to advance to the next level. Buttons with notes on the screen have become a direct element of the game mechanics. In Genshin Impact, which became popular last year, players also have the opportunity to play the Lyre of the Winds by pressing the note symbols. Here, a musical instrument is not needed to complete missions, but serves as an addition to the main gameplay. Sometimes you can not play the music with the character’s hands, but just listen to it. For example, in the arcade15 game Gris, where the heroine begins to sing at the player’s click, accompanied by an ambient melody.

 

 

 

Films are therapeutic

What is film therapy and can it replace psychotherapy?

Reading time 7 minutes

With the onset of autumn often comes a slight sadness and apathy. According to statistics, in the autumn season, one in two people may be in a  depression, or otherwise moping. In this period of grey workaday life and distancing can lift your spirits with the help of films. But is it possible to cure yourself with them?

A movie will brighten up a dull autumn evening (source: Istockphoto.com)
A movie will brighten up a dull autumn evening (source: Istockphoto.com)

HOW CAN CINEMA BE A THERAPEUTIC TOOL

When watching a film, the viewer often associates him- or herself with the main character and notices the similarities between the situations in his or her life and the character’s difficulties. Because of this, there is empathy for the characters. Thus, the behavioral tactics pursued by the film’s protagonist can inspire the viewer and encourage them to solve their own problems. This is called film therapy.

Film therapy is a branch of psychotherapy in which films are used as medicine. Movies reduce anxiety levels and help people find answers to their worries.

HISTORY OF FILM THERAPY

Throughout history, filmmakers have searched for ways to hold an audience’s attention. Hence the interest in the study of the human psyche and methods of influencing it through color correction, sound, editing, and other creative mechanisms of cinema.

The audience’s reaction to the movies they watched was actively studied from the early 50s. Both individual and group perceptions of films have been studied, in conjunction with the psychological processes that can arise during viewing.

The first publication on film therapy came out in 1951. It was an article by M. Prados’ article «The use of films in psychotherapy».

So how does our mind react to films? (Source: Vuzopedia.ru)
So how does our mind react to films? (Source: Vuzopedia.ru)

BASIC METHODS OF FILM THERAPY

«Cinematology» by Antonio Meneghetti: films can be used to analyze people

The first book on film therapy was written by Antonio Meneghetti. One day during a collective discussion of a film, the psychologist noticed a consistent link between the complexes of the participants and the opinions they held. This was the starting point for the discovery of a therapeutic method, which the author called cinematology.

The author believes that from the patient’s reaction to the film he watched, one can draw significant conclusions not only about the person himself but also about his psychological traits.

«The purpose of cinematology is not to teach or critique the director’s work, but to use the film to analyze the people experiencing these images: the viewer is emotionally complicit in exactly that which identifies him,» Meneghetti wrote in his book «Cinema. Theatre. The Unconscious».

Films often make viewers feel strong emotions (source: Bigstockphoto.com)
Films often make viewers feel strong emotions (source: Bigstockphoto.com)

Harry Solomon’s film therapy: films make our problems obvious

American neurologist Harry Solomon tested the effectiveness of film therapy through his own experience. As an adult he became bankrupt, addicted to alcohol and drugs, but he got himself out of this state thanks to films.

But he started to use films as therapy after a particular situation that happened to him at work. A patient’s life story reminded Solomon of a film, so he recommended her to see a film. The practice made a lasting impression on the woman and helped her to cope with the problem.

Solomon found that film therapy was more effective if films were chosen in which patients could recognize themselves. This helps people to recognize problems that they did not want to hear about.

You empathise more with someone who is similar (source: Kinorium.com)
You empathise more with someone who is similar (source: Kinorium.com)

Tav Sparks’ Movie Therapy: Movies as a GPS navigator for self-discovery

Psychologist Tav Sparks also believes in the healing power of film. In his book «Cinema Yoga», the author explained how cinema therapy works. Each person has an inner power, which is expressed in their reactions to the world around them. The task of the patient, therefore, is to learn to control his or her emotions and to stop being a victim of what is going on around him or her.

The author sees watching films as a process of self-knowledge, in which, as in a psychotherapist’s appointment, one works on oneself. However, the advantage of film therapy as a method of healing is that film allows you to learn about yourself in an entertaining and playful way. Interesting fact: In his book, Sparks describes in detail how film therapy takes place using an example of how a navigation system works.

Sergey Krasin’s Directed Film Therapy: The Importance of Film Therapists

Sergey Krasin, PhD and psychologist, has long developed film therapy training programmes for teachers, parents and school students. In the course of his work, the author became convinced that treatment with films can be more effective if patients are psychologically prepared beforehand to watch a film and discuss it afterwards. Thus began the story of Sergei Krasin’s method. The author divided film therapy into three equally important stages: work with the film therapist before, during and after watching the film. The task of the therapist is to help the patient mentally adjust to consciously watching the film in order to gain new information about themselves and their difficulties.

Film therapy can help people cope with their difficulties on their own, without the intervention of psychologists or psychotherapists. It is worth remembering, however, that in serious cases this method is best used strictly under the supervision of a specialist.

 

Lobster’s adventures

On the merger of the real and virtual worlds in the works of Philip Colbert

Reading time 3 minutes

Actual art is often perceived as the antithesis of the traditional, when the artist breaks with its old forms and patterns and creates something fundamentally new, and — most importantly — consistent with the interests of the modern public. The most unusual means of expression are used now. The more extravagant these methods are, the better: it’s more likely to surprise the viewer. Many art objects in galleries today are perceived by visitors as “divorced” from aesthetic samples of past years. Philip Colbert’s work (by the way, some find similarities between him and Andy Warhol) is another example. This British artist manages to saturate classic painting subjects (such as a hunting scene) with elements of modern reality, recreating their original meanings.

Like a bolt from the blue
Like a bolt from the blue

«I became an artist when I became Lobster», — said Philip Colbert in an interview. Exactly this fictional character in bright pajamas, placed in the center of most Colbert’s paintings, reflects the author’s alter ego. For him, Lobster became a kind of mediator between the real and virtual worlds, which, according to Colbert, today are often mixed and become difficult to distinguish. The influence of the consumer society and, as a consequence, mass culture (one of the main topics for this very artist), which for Lobster turned into a struggle for survival, is ironically played out in many works, which at first sight amaze in their own way with aesthetic randomness and wide color spectrum.

Find your alter ego!
Find your alter ego!

«I believe the duality in my work is expressed primarily in the use of very bright colors — festive, positive and cheerful, which convey positive energy, but with dark, gloomy subtext, scenes of violence, as well as a reflection of the modern cult of consumption and the negative effect that it is having on our planet», — explains the author.

The charming Lobster is at the center of events
The charming Lobster is at the center of events

Colbert boldly mixes time periods and styles, collecting his own cultural code from disparate fragments. It contains dozens of logos of popular brands, faces of recognizable artists of past eras, landscape elements, pop-ups of social networks, and even references to surrealism (for example, Salvador Dali’s elephants in the background of an artwork).

Everything we can imagine is real
Everything we can imagine is real

Lobster Land is a semi-fiictional/semi-real world. An alternative reality, overwhelmed by the possibilities of choosing a wide variety of goods and entertainment for any taste (though first you have to «obtain» it). However, perhaps the most difficult thing for someone who once appeared there, is not to lose his or her head and return to the earth in time!

Марвел покоряет мир телесериалов

Кинокомпания взяла курс на многосерийные проекты

Reading time 4 minutes

Марвел покоряет мир телесериалов
Кинокомпания взяла курс на многосерийные проекты

Marvel Studios известна по экранизации супергеройских комиксов и по таким блокбастерам, как «Железный человек», «Мстители» и «Тор». В 2021 году кинокомпания выпустила три многосерийных проекта на Disney+ с уже знакомыми зрителям героями: «ВандаВижн», «Сокол и Зимний солдат», «Локи». Эти сериалы положили начало Четвертой фазе кинематографической вселенной Марвел.
ВандаВижн
Минисериал рассказывает о событиях после «Мстители: Финал» – фильма, который заканчивает повествование о первой команде супергероев. В центре сюжета два бывших мстителя – Алая Ведьма, девушка со способностями к колдовству, и Вижн, робот-андроид в теле человека. В отличие от фильмов Marvel, сериал снят в жанрах ситкома и драмы: Ванда, не смирившись со смертью любимого, создает отдельный мир, где они оба счастливы. Со временем герои начинают подозревать, что их реальность ненастоящая.
Роль Ванды Максимофф исполнила Элизабет Олсен, а роль Вижна – Том Беттани. Режиссером выступил Мэтт Шекманн, известный по работе над «Игрой престолов» и «Доктором Хаусом». Ситком оценили критики: на IMDB рейтинг составил 8,1. Прямым продолжением сериала станет фильм «Доктор Стрэндж: В мультивселенной безумия», который выйдет в 2022 году.

Сокол и Зимний солдат
Сериал о Соколе и Зимнем солдате хронологически располагается после заключительного фильма «Мстители: Финал». Сэм по настоянию Капитана Америки должен стать следующим символом надежды и принять щит. На фоне личной драмы героя разворачиваются другие события: появляется анархистская международная организация, Зимний солдат учится жить в современном мире, а государство создает нового Капитана Америку.
Съемки начались еще в 2019 в Америке и Чехии, но были приостановлены из-за пандемии коронавируса. Премьера минисериала состоялась 23 марта, эпизоды выходили в течение месяца. К ролям Баки Барнса и Сэма Уилсона вернулись Себастиан Стэн и Энтони Маки. Продолжением телешоу станет четвертый фильм из цикла картин про Капитана Америку.

Локи
«Локи» – американский сериал, созданный Майклом Уилдроном на основе комиксов Марвел. Несмотря на то, что вышло только три серии, проект получил высокую оценку на рейтинговом сервисе Rotten Tomatoes: критики дали шоу 93%, а аудитория – 88%. Кинокомпания также анонсировала выход второго сезона.

Локи не только бог обмана и лжи, но и знакомый зрителю персонаж в исполнении Тома Хиддлстона из «Тора». В первой части «Мстителей» (2012) он был главным антагонистом, который пытался разрушить Нью-Йорк. Действия шоу развиваются после сразу после нью-йоркского нападения: Локи сбегает от команды мстителей при помощи Камня бесконечности. Бог попадает в бюрократическую организацию «Управление временными изменениями», где ему предстоит ответить за совершенные преступления.

How Estella became Cruella

Disney has filmed the story of the antagonist from «101 Dalmatians»

Reading time 5 minutes

«Cruella» premiered in Los Angeles on 18 May. At the same time, on 28 May, the film became available for viewing in cinemas and on the Disney+ platform. The screening in Russian cinemas started on 3 June. The director was Craig Gillespie, known for his work on the drama «I, Tonya».

«Cruella» is a prequel to the Disney animated films «101 Dalmatians» and «102 Dalmatians». Work on the adaptation began back in 2011, when the studio saw the first script for the project, and after another five years the cast was joined by the lead actors. In 2019, Disney unveiled the «Cruella» announcement at D23Expo.

Half a century after the release of the cartoon series, Disney presents the personal story of the villain. In the film adaptation, the action takes place in ’70s London – a time of punk rock and flashy clothes. The plot tells the story of the antagonist’s childhood and her traumas, which turned young Estella into the villainous Cruella. The heroine is not just an evil and bloodthirsty millionaire who tortures dogs. She dreams of becoming a famous designer. To achieve this, Estella takes a job with Baroness von Hellman, the owner of a fashion house. A rivalry between the young fashion designer and her boss leads to unexpected consequences.

Still from the film, 2021 (source: YouTube)
Still from the film, 2021 (source: YouTube)

An important part of the film is the world of fashion. In the original, Cruella prefers a voluminous, red-lined coat and a black tailored dress. The color palette is retained in the film adaptation, but the outfits themselves have changed. «Cruella» follows the current trends of veganism and eco-consumerism: fur is replaced by artificial leather. Estella’s images are inspired by the punk aesthetic: rough boots, bright prints and army jackets. Cruella’s wardrobe is more feminine and extravagant. Costume designer and Oscar winner Jenny Bevan created the clothes for the film. A total of 47 full-length looks, inspired by the style of Vivienne Westwood, the punk grandmother, were made for the main character.

A still from the film, 2021 (source: Vogue)
A still from the film, 2021 (source: Vogue)

An Oscar-winning cast has been recruited to work on the film. Emma Stone, known for her roles in  «La La Land», «Spider-Man: No way home» and «The Favourite», plays the title role. The cast also includes Emma Thompson («Harry Potter» film series) and Mark Strong («Kingsman»). Little Estella was played by Tipper Seifert-Cleveland.

The audience met the fresh take on the children’s cartoon approvingly. The worldwide box office reached $84 million and «Cruella» was rated 7.4 on IMDB. Rotten Tomatoes editor-in-chief Joel Mears shared the positive sentiment on his Twitter: «If you’re wondering what a mix of «The Devil Wears Prada», «The Witcher» and «Death Becomes Her» would look like, then watch the film.».

Emma Stone with the makers of «Cruella» at the premiere, 2021 (source: Disney)
Emma Stone with the makers of «Cruella» at the premiere, 2021 (source: Disney)

 

The Mars Chronicle: NASA explores the planet

Space agency will be looking for signs of life on Mars

Reading time 5 minutes

NASA launched the «Mars 2020» mission last July. The rover, named «Perseverance», took off from the US military base at Cape Canaveral and flew for nearly seven months. A successful landing occurred on February 24. Four video cameras filmed the descent of the rover: two were installed on the device, one more – on the landing module and next to the parachute. «Perseverance» landed in the Ezero crater. There are also recorded alien sounds – for the first time ever.

In addition, the rover drove a few meters across the surface, took photographs, and has already transmitted them to Earth.

The photo taken by the Martian satellite shows bright dots - traces of scorched soil from the landing (source: NASA)
The photo taken by the Martian satellite shows bright dots – traces of scorched soil from the landing (source: NASA)

NASA’s main goal of the mission is to understand whether Mars was habitable in the past. To do this, Perseverance will look for traces of water and life organisms, study the climate and collect surface samples. For the latter task, the rover has special tubes with which it will be able to take rocks and soil.

The rover will also test new technologies. In the future, they will be used for other missions – delivering samples to Earth in 2031 and a manned mission to Mars.

A picture of the surface of Mars (source: NASA)
A picture of the surface of Mars (source: NASA)

The Perseverance mission is far from the first attempt to learn the secrets of the red planet: Mars has long been the object of research by scientists. Space programs look for alien life or at least traces of it. For example, scientists have discovered subterranean lakes of saltwater in the planet’s south pole, methane particles in the atmosphere, and the chemical elements necessary for life. These discoveries were made possible by the Mars rover «Curiosity».

«Curiosity» reveals that Mars has red skies during the day and blue sunsets (source: NASA)
«Curiosity» reveals that Mars has red skies during the day and blue sunsets (source: NASA)

Although there is no direct evidence of living organisms on the red planet yet, this has not stopped researchers from trying to send humans there. American engineer and billionaire Elon Musk is a case in point. One of his companies, SpaceX, has been involved in a manned mission to Mars for nearly twenty years. Musk wants to create a space vehicle so people can travel between planets and colonize Mars.

«I think becoming an interplanetary civilization and traveling through space is very important for all humanity. It would take a lot of resources to build a colony on Mars. And I want to contribute as much as I can»,- claimed Elon Musk for Business Insider. The billionaire is prepared to devote his $140 billion fortune to sponsoring the project.

What planetary colonisation will look like (source: SpaceX press materials)
What planetary colonisation will look like (source: SpaceX press materials)

Great artists – truth or myth?

Dispelling myths about 5 great painters

Reading time 6 minutes

Art of the turn of XIX-XX centuries – what is it? Great? Breakthrough? Unexpected? Undoubtedly. But the word «different» better describes the art of this period.

The second half of the 19th and 20th centuries gave us many great artists and genres. And individual masters have become tightly associated with their directions in art. Does no one doubts that Kazimir Malevich – Suprematist, and Auguste Renoir – the pioneer of Impressionism?

But there were artists who did not identify themselves with those styles at all, as is commonly believed. Today we will tell you about five of the most famous of them.

Salvador Dali

Salvador Dalí
Salvador Dalí

What is the question? Obviously, he is surreal… however, stop. In fact, the most famous surrealist painter in 1939 was excluded from the group of surrealists, and for the next 53 years of his work he was not the official representative of this direction. From their conflict, by the way, was born the phrase of Dali «I am not a surrealist, I am surrealism!»

Dali discovered his own unique technique – the paranoid-critical method, which differs from the method of the surrealists. And despite the fact that Dali is now considered the greatest representative of Surrealism, for most of his career he formally belonged to a different style.

Edouard Manet

Edouard Manet, «А Bar at the Folies Bergere», 1882
Edouard Manet, «А Bar at the Folies Bergere», 1882

In many sources, Édouard Manet is ranked alongside Claude Monet and the Impressionist company. In fact, Edouard was their predecessor. Of course, Manet communicated with the Impressionists and was interested in their work, but he himself denied any involvement with this style. On the contrary, throughout his career Manet strove for an official professional appraisal – that is, the recognition of the Salon, which the Impressionists opposed. And Manet never even once exhibited with them.

Edvard Munch

Edward Munch «The Scream», 1893
Edward Munch «The Scream», 1893

Next on our list is the author of the famous «The Scream» and other masterpieces. The direction of the artist, it would seem obvious – expressionism. But no! Expressionism evolved much later and independently of Munch. Meanwhile, the Norwegian master the young expressionists considered the ancestor of the direction and were inspired by his work.

But Munch himself created under the influence of Symbolism – a style of which he was a contemporary.

Frida Kahlo

Frida Kahlo (years of life: 1907-1954)
Frida Kahlo (years of life: 1907-1954)

The Mexican artist was considered by her contemporaries to be a Surrealist (particularly André Breton). But Kahlo herself categorically denied it (although she actively exhibited with the surrealists). She said that she «painted only her own reality and was not into fantasies». Plus Kahlo had no special education, and in combination with her formal features her work is referred to as the direction of naive art.

Bonus

Leonardo da Vinci's drawings: Portrait of a Man in Red Chalk (left) and Vitruvian Man (right)
Leonardo da Vinci’s drawings: Portrait of a Man in Red Chalk (left) and Vitruvian Man (right)

Leonardo da Vinci – who was he?

The author of «Mona Lisa», «Vitruvian Man», «The Last Supper» and many other masterpieces which everyone knows for sure. However, the master never positioned himself as an artist. In the Renaissance, science and art were two sides of the same coin, and an outstanding man had to prove himself in different fields. Leonardo da Vinci referred to himself not as an artist but as an engineer (for example, in his resume, which he sent to the Duke of Milan in 1482). Another indication that painting was not his main occupation is how few paintings he painted.

Of course, the boundaries of styles in art are very conditional – everything is adaptive and subjective, each work of art is unique and combines many elements. But we have tried to dispel 5 common myths about well-known artists, based on generally accepted norms.