Marketing Plan Dutch Lady Milk Industries Essay

Dutch Lady Milk Industries Berhad (â€Å"DLMI†) is a leader in the quality branded dairy business in Malaysia. It was incorporated in 1963, and was the first milk company in Malaysia to be listed on Bursa Malaysia, the local Stock Exchange in 1968. Its holding company is Royal FrieslandCampina, a Dutch multinational corporation and one of the largest milk companies in the world. Permodalan Nasional Berhad is the second largest shareholder in the Company. Corporate Vision: To spread the goodness of milk to everyone. Corporate Mission: To create value for our owners, in short and long term, by means of profitable dairy activities. To develop, produce and market a broad range of reliable, natural and nutritious dairy products that contribute to well-being and vitality of life. To recognize that know-how, quality, dedication and leadership of our employees are the most crucial assets to achieve our targets. For generations, Dutch Lady Milk Industries principal business is to supply quality dairy and infant nutrition products to the nation. Today Dutch Lady ranks among the top three dairy producers in Malaysia. Generations of Malaysians have grown up on Dutch Lady dairy products. While Dutch Lady first established itself as a manufacturer of sweetened condensed milk, Dutch Lady Milk Industries’ extensive product range now spans from infant formula and growing up milk to fruit juice and yoghurt snacks. Every product innovation that rapidly develops infant and child formula range is backed by extensive research both locally and internationally. DLMI is the largest purchaser of local fresh milk from the Veterinary Services Department. It also supports local industries by using a substantial amount of local ingredients such as palm oil and sugar in its products. The quality of the Company’s products is paramount. Quality Control and Quality Assurance are prime considerations. In line with this, the Company has continually been accredited with ISO 9001 certification since 1995. Strong emphasis is also placed on food safety with the implementation of HACCP (Hazard Analysis Critical Control Point) System to cover all its plants. Since it commenced manufacturing in 1963, DLMI has steadily expanded its operations in Malaysia. Its chilled plant is one of  the most modern in South East Asia. SECTION 2.0 BUSINESS OVERVIEW Figure 1 Total market for Chilled Business [2] Source: DLMI (2009) As shown in Figure 1, the total chilled (total of eating yoghurt, yoghurt drink and cultured milk) market is consistently growing but at a very slow rate. Therefore, Dutch Lady is hoping to play a role in growing this niche market where most players neglect. From a recent study done by a third party, consumers nowadays are vey health conscious and are ready to take up anything that could help benefit their health. This is especially helpful with the females growing interest in getting slim through exercise or daily intake of nutritious yoghurt. Figure 2 Chilled Business Volume Percentage Share by Players [3] Source: ACNielsen Malaysia (2009) DLMI is currently at third position in terms of percentage volume share for chilled business in comparison to M’sia Milk, the market leader and Nestle at second. This is due to DLMI’s limited chilled product line. M’Sia Milk, though only provides Fresh and Low Fat Milk, their best seller are the 2 Litres package size and therefore, in terms of volume and value they are still the market leader. Nestle on the other hand offers a wider chilled product line by offering yoghurt, yoghurt drinks and cultured milk. These are the plausible reasons for DLMI inability to capture a larger market size because it neither produces 2 Litre package size milk not does it offers cultured milk as part of its chilled product line. Currently, the market is desperate for some product excitement and flavours. This could provide DLMI the opportunity to capture the market through target groups and segmentation of the market which will be discussed later in the other sections. Moreover, by collecting enough information of the potential areas, DLMI could use the marketing mix to help boost their sales and have a larger consumer base for the chilled market. In order to gel all these ideas into possible actions, the author would like to propose a bold move into introducing the ‘Tropicana’ flavor for all range and pack size for both yoghurt and drinking yoghurt. This Tropicana flavor will definitely draw attention and create a new group of consumers. Plus no other competitor products have come out with such thrilling flavor, therefore these would definitely appeal to those whom  are bored of the old traditional flavours and are looking for new range of stimulation for their taste buds. SECTION 3.0 TARGET MARKET Figure 3 Sales Review for Chilled Product by Chain [4] Source: BW (2009) As depict in Figure 3, Giant chain supermarket is the one with the highest sales value growth for chilled business and Tesco at second place. Hence, DLMI could target the consumers from both these chains as the trend that can be seen here is that consumers prefer to purchase chilled products at chain supermarkets with warehouse concept. Giant and Tesco are typically a supermarket that builds on purchasing at bulk to keep the selling price as low as possible to attract consumers that are looking for supplies at below average market price. Consumers that purchase at Tesco and Giant are generally from the middle income group and form the Malay ethnic group as the main followed by Chinese ethnic as shown in Figure 4. For that reason, we could factor in these as part of the target group for the new ‘Tropicana’ flavor. Figure 4 Sales Review for Chilled Product by Chain [5] Source: Dunnhumby (2009) Presently, DLMI demarcation of area is by Central (Seremban, Pahang, Klang, Kajang, Petaling Jaya); East Coast (Kota Bahru, Kuantan); North (Perak, Penang, Kedah, Perlis); South (Melaka, Batu Pahat, Johor Bahru); Sabah and Sarawak. And as shown in Figure 5, the AMS for Central seems to be the most promising area of development followed by South and then North. Therefore, it is safe to conclude that consumers at more developed areas are more particular towards living a healthy lifestyle. Figure 5 Average Monthly Sales of Chilled Business by Area [6] Source: BW (2009) Therefore, the target market that DLMI is looking at to grow their chilled market share is through three different target groups: Middle income group which frequent hypermarkets or supermarkets at central, south and north region with basket size of about RM35 to RM40 per visit; Teenagers age 35 and below whom are at the launch of their career and tends to emphazise slimming and natural beauty; Adults age 35 and above whom are more health concious towards living a longer healthy life. Since yoghurts and yoghurt  drinks are classified as convenience products as it is bought frequently and immediately at reasonably low price with many point of sales, it is therefore considered a potential market which DLMI would like to nurture in hope that they could construct a loyal customer base as a platform for future consumers while at the same time educating these consumers about the importance of eating and staying healthy. The ‘Tropicana’ flavour would be able to cater to these group of health concious consumers because it is rich in nutrients from all the mix tropical fruits. SECTION 4.0 LONG TERM AND SHORT TERM GOALS SHORT TERM Chilled products are very dependent on promotions, therefore for the short term goal, DLMI hope to successfully execute all promotions planned throughout the year as depicted in Table 2. The selections of the promotion are during festive seasons where consumers are more likely to spend more. The author is hoping to be a trend setter using these promotion plans by encouraging consumers to purchase more yoghurt drinks and yoghurt as a festive item instead of just a convenience product. That is the very reason why most of the promotions for the chilled products are conducted during festive seasons and national fairs. Table 2 Promotion Plan for Chilled Products [7] Source: DLMI (2009) LONG TERM In the long term however, DLMI is hoping to be able to strengthen the position further if the initial establishment succeed. These are the few long term actions that DLMI could consider: Focus on key outlets with key SKUs; Listing of only the top flavours; Operation support from chain supermarket to build business further; Conduct cross promo with any value added product; Secure additional space for greater visibility; Implementation of segmentation according to agreed planogram; Implement trade schemes to drive distribution; Mount activities to convert competitor users; Promotional activities to reward loyal users; Induce trial through giving out free sample pack size. These long term plan are also meant to be continuously conducted throughout each year to secure the share of business in the chilled market. SECTION 5.0 MARKETING STRATEGIES Figure 6 Marketing Above The Line 360 º Activation [8] Source: DLMI (2009) DLMI 360 º activation plan is one form of marketing strategy to create brand awareness and ideally brand preference among existing consumers and possibly new users who will prefer a new sort of exciting taste. The awareness campaign will touch on all forms of media from online advertising to advertising on the shelf itself to news and ads. ADVERTISING DLMI will roll out a coordinated advertising campaign to emphasize the following points: Dutch Lady yoghurt is getting better, with a new and refurbished new ‘Tropical’ flavor. DLMI could consider using print and broadcast ads in women-oriented mediums several weeks before the new introduction of products to inform people of how healthy is Dutch Lady’s yoghurt and changing to meet their needs. Billboards, television, radio, and display signs will be primary vehicles for this. About two weeks before introduction, our ads will change from stressing our company image to stressing product line imaging. DLMI will also run specific ads the ‘Tropical’ flavor product stressing its benefits to the consumers. This specific part of the campaign will primarily use magazines, radio, and other mediums targeted at the under 25 aged crowd. After product introduction, will run advertising to persuade and remind consumers of our new products. There will be a customized advertisement of the video which shows the new ‘Tropical’ flavor with a silent background to serve the product tagline. PUBLIC RELATIONS DLMI will pursue the following public relations oriented programs: DLMI will put together a press kit showing L’Oreal’s commitment to grow and serve the Dutch market. We will include key facts including our additions to the employment rolls and charitable contributions. We will look to host and/or  sponsor events that appeal to our target markets. For our more mature audience with increased dispensable income, we will sponsor a â€Å"Women in Business† seminar. Women in key roles as models or local actresses can be presenters. For those women at home, we will look into sponsoring events that will appeal more to them – something along the lines of a home and/or garden show and conventional housewives will be chosen as the product ambassador. We also are excited about creating Health Shows geared towards the younger and first time consumers. The Shows will focus on education of terms, etc. and actual hands-on training. They can be arranged on a small scale , e.g. a booth at a mall, to a larger event at a local hall with many booths. We will donate a portion of sales of the new ‘Tropical’ flavour towards slimming research. This will be displayed on all advertisements associated with the new flavour product. PRODUCT TAGLINE â€Å"THE TROPICAL SILENCE THAT BRINGS HARMONY TO YOUR HEALTH† PRODUCT VIDEO * Please refer to attached flash video* SECTION 6.0 SITUATION ANALYSES GIANT S.W.O.T. ANALYSES GIANT CUSTOMER – GIANT STRENGTHS WEAKNESS C H A N E L Hypermarket Wide distribution network with high number of stores. (Total: 110 outlets, EM: 10 outlets and PM: 91 outlets) Giant operation team welcome in-store approaches on tactical promotions (priority given to top suppliers) Store layout with event area for in-store activities Space allocation for activities at â€Å"Kids Playground†. Issues at HQ:- No yearly promotion calendar to be furnished to suppliers for promotion planning. No full control over space allocation at store level for promotions Scan sales data provided to Category Captain limited to 7 Hypermarkets. No standard concept for HS display at CS/Supermarkets due to no plan-o-gram design for these channels. Plan-o-gram of stores is sometimes influenced by competitor Issues at DC:- No system to measure on-time delivery to stores. Weakness of delivery window to stores (too big gap from date of orders receipt to delivery that cause stock issues at store level. Capacity issue to manage high stock weight/turnover. Issues at Store Level:- Some of the store buyers are lack of understanding of internal SOP and not discipline in ordering -> lead to replenishment issues at store level. Service problems of Chilled vendors to supermarkets/CS Supermarket Cold Storage GIANT CUSTOMER – GIANT OPPORTUNITIES THREATS C H A N E L Hypermarkets Low store productivity due to issues at DC and store level. Store expansion (5 hypermarkets & 10 supermarkets) Joint forecast with Giant in order to have smooth pipeline to stores and improve forecast accuracy. Nestle is given priority by DC on storage and  delivery to outlets (due to top-to-top agreement on sales target and incentives). Consistency in stock deliveries of competitors that helped their A&V at store level and promotion execution. Supermarket SOS improvement by initiating plan-o-gram for CS/ Supermarkets and influence store buyers to allocate more SOS to DL products. Customised promotion for Supermarkets/CS that has different shopper profile. Cold Storage GIANT DLMI IN CUSTOMER (GIANT) DLMI VS COMPETITION STRENGTH WEAKNESS OPPORTUNITIES THREATS C A T E G O R I E S Chilled We are No. 3 suppliers in Chilled category after Cotra and F&N. Strong brand equity. We are lack of focus in Chilled compared to Ambient and no creativity in promotion activity. Our facing is less prominent compared to competitors. According to Giant CM, shopper behaviour is trending towards bulk purchase in chilled category. Customized promotion in Giant to associate DLMI image of dairy expert Competitors (Cotra and Nestle) are dominant in this category. RTE We are No. 2 supplier in this category after Nestle. We are offered lower margin to Giant compared to other suppliers. Multipack promotion (Buy 4 at RMxx) to encourage bulk purchase. Mini road show for LF RTE and DKY in order to bring new excitement to shoppers. Stiff competition from Nestle:- 60% contribution to total sales Deep pocket and react fast to competition. Category captain. Dominant SOS at store level. Shine DKY Continual innovation from DLMI who has strong market share in DKY segment. Creative to bring new things to shoppers, Lack of communication for benefits of â€Å"green tea extract† to the shoppers although it’s one of the key selling points. Based on TNS research, we are strong in retail chain with high % of Chinese compared to those with high % of Malay (i.e. Giant). Lack of margin to retailer (as above for RTE). Communication of product benefits via sampling at selected stores. Giant has the right shopper profile for SHINE to build a bigger consumer base. Promotion differentiation (i.e. TP FOC premium) to target Giant’s shoppers (Based on TNS research, promotion with premium giveaway is proven effective in this category). Customized promotion for CS that captured the target shoppers. Explore TP/Triple packs promo to increase volume. Road show to create awareness and enhance communication to the target shoppers. TESCO S.W.O.T. ANALYSES TESCO CUSTOMER – TESCO STRENGTH WEAKNESS OPPORTUNITIES THREATS C H A N E L Hypermarket Tesco is well-positioned for further growth to be No. 1 Retailer Limited products range offer to customers as Tesco’s selection on high quality products, good turnover brands and high profit margin. Strong expansion with 10 outlets opening (5 in Q2-Q3 & 2 in Q4) No full control and influence over space allocation as category captain. Competency in supply chain management and efficiency. Centralized system in Tesco that facilitates its EDLC operating model whilst building service levels. Tesco’s regulation leads to inflexibility in execution such as no premium, no cross-category promo etc. With the strength of operating system and supply chain in Tesco to drive efficiency and improve stock turn ratios. Joint forecast is required especially during promotion to maximize the sales opportunity. Tesco is a value-led retailer; its pricing policy is to â€Å"be the right price on all comparable products versus the benchmark† and to be the â€Å"best value retailer†. Tesco’s ability to gain customer insight, perform robust customer segmentation and deliver personalized marketing communication from its Club card loyalty Facing difficulties on stocks replenishment to be influenced at store level as store buyers are very dependent on system. The shopper behaviour insight gained from Tesco’s loyalty card data is currently used by Tesco in strategic decision-making, and to drive promotional activity Tesco has developed great expertise in private label development, and enable it to differentiate its offer from its competitors, build brand loyalty, grow margin and demonstrate both price and quality credentials. With the strong operating system and strategy having by Tesco, strong influence power from HQ to store level on execution and operation issue to leads the smooth process Have long term initiatives calendar plan (12 month rolling initiatives calendar) in order to work closely with Tesco (eg, P&G, Nestle and Dumex) Tesco is growing ag gressively to become big player in the retail market and it has market leading position which empowered them to have better negotiation power and demand against suppliers. PRODUCT COMPETITION ANALYSES Type DLMI Chilled Products Competing Products Eating Yoghurt Low Fat Nestle Fat Free, Marigold 0% Fat, F&N Alive, Private Label Drinking Yoghurt Low Fat & SHINE Nestle Bliss, Sunglo Lassi, Private Label SECTION 7.0 ACTION PLAN / IMPLEMENTATION Objective To be the strong No 2 position in the chilled market Selected strategy To focus on major promotion with 3 major fair and to participate in milk campaign Action Who By When Resources Measures To maintain at least 3 times promotion KAM & TM Mac, July & Nov Mktg Incremental of 80% – 90% To participate in 3 major fair & Milk For Life campaign KAM & TM Jun Mktg Anniversary & Milk For Life Campaign. Promotion generates about 200-400% growth, approx RM 700k To explore carton sales KAM Quarterly TM & Mktg Especially on RTE and DKY To create customized pack KAM Jun TM & Mktg Especially on RTE and DKY SECTION 8.0 CONCLUSIONS To conclude, even though chilled category is still at its infancy stage, the potential to grow is there. More and more Malaysians are becoming more health conscious and they are constantly looking for new exciting reasons for them to continue staying healthy. Other than that, Malaysians also tend to only buy chilled products only during promotions periods or when and as needed. Therefore such a mindset should be change and Dutch Lady should be a trend setter for such changes to happen. The proposed of this new flavor is also an opportunity for DLMI to open a new window to educate the consumers that besides exercising, the only way to stay healthy is to eat and drink healthy too. The author would again reiterate that all data provided are drilled solely by the author alone. The sources of the data taken are from the programmes and third party software that capture real life scan sales data and consumer off take. Read more: http://www.ukessays.com/essays/marketing/marketing-plan-dutch-lady-milk-industries-marketing-essay.php#ixzz37v6oAx4k

Film Critique for “the Golden Compass”

Film Critique for â€Å"The Golden Compass† The Motion Picture of â€Å"The Golden Compass† is based on Philip Pullman’s novel â€Å"Northern Lights† (The first part in his novel trilogy â€Å"His Dark Materials†) and was rated pg-13 (indicating that the material within the film could be unsuitable for children under the age of thirteen (Murray, 2012)), the movie was released to theaters in December of 2007. This movie has been categorized as a Family, fantasy adventure (Carraro & Weitz, 2007); however, there have been serious debates about the religious aspects of the story, whether or not it should be geared for younger audiences and how the film eviscerated the novel’s version of the story’s backbone (Rotten Tomatoes, 2012). Also read this  com/voices-freedom-critique/">Critique of Stuff Is Not Salvation I will be reviewing all aspects of the movie including the storytelling, acting, cinematography, editing, sound, style and directing, impact of society on the film and vice versa, the genre and the overall textural themes to get a full understanding of the film and to show that in a whole, it was a very good story and was a fun movie to watch. The director’s vision of the story is how a film comes to life. Their purpose is not simply to help the writer tell the story but also to make the audience care about the story by giving the story meaning† (Goodykoontz & Jacobs, 2011, sec. 2. 5 para. 1). This film’s story is about a girl named Lyra Belacqua (played by Dakota Blue Richards) who is about twelve years old. Residing in a universe parallel to our own ruled by the Magisterium, people’s spirits reside on the outside of their bodies and walk beside them as companions in the form of animals (the type of animals depends on the person) known as â€Å"Daemon s†. Lyra was brought up as an orphan living amongst scholars at the Jordan College in Oxford. Lyra’s need for adventure hits a little closer to home than she had hoped when she realizes the hushed whispers of adults and members of the Magisterium speaking of dust and children who are going missing start to become pieces in a puzzle that lyra is determined to solve and with any luck, remedy the troubles that are being caused. Aided by colorful and unusual characters such as the Gyptians (comparable to what we know as gypsies), witches, an armored bear by the name of Iorek Byrnison (voiced by Ian McKellen) and an airman named Lee Scoresby (played by Sam Elliot), Lyra must use the golden compass (also known as an Alethiometer, it was secretly given to her by her uncle, Lord Asriel to reveal the truth of any question she asks the compass) to find the truth and save the children being kidnapped by the gobblers (the kidnappers are a part of the Magisterium). The actors in this film did an amazing job in the roles they played. Marisa Coulter (played by Nicole Kidman) makes for a gorgeous, classy, prestigious, intriguing and scary villain. Kidman’s Kidman not only plays the leader of the gobblers but it is also found out later in the movie that she is also Lyra’s mother. Then there is Lord Asriel, A well-dressed handsome man who plays Lyra’s uncle (however, we find out later that he is in fact Lyra’s father) and a well-known explorer. He studied and did research about the mysterious â€Å"dust† and the Arctic North (Carraro & Weitz, 2007). Lyra’s character plays a pretty and hard-headed stubborn girl who is hell bent on stopping the gobblers and Mrs. Coulter from cutting the children’s deamons away from them and she also has serious ideas about locating and finding the purpose of the dust. There is also Iorek Byrnison and Lee Scoresby who appear to have known eachother from sometime in the past. They are both head strong characters and willing to fight for the greater good and aid Lyra in her travels to stop the gobblers. Iorek is a Big armored polar bear and Lee is and older airman. The cinematography used for this movie was quite extensive. There were 1,100 to 1,200 CG [computer-generated] shots, average for a film like this, but the level of complexity far exceeded most, there's an animated character in just about every one of those shots† (Miller, 2012, para. 4). So this made making the film more extensive as far as the cinematography goes and there were many different shots ranging from close-u p (there were many close-ups of several characters throughout the film), mid-range shots (especially when there was more than one character on the screen at any given time), as well as distant or long range shots (like when Lyra rode the rmored bear through the snow to find out what was in the cabin away from a camp site she was staying at). There were also shots angled upward (such as when Lyra and her friend were sitting on a rooftop together) and downward angled shots (such as when a mechanical spy bug was slapped to the ground and there was a downward angle shot of it lying on the ground) (Carraro ; Weitz, 2007). The cinematography used in this film suited every aspect of the movie. Everything moved through the film very smoothly and the cinematography really made the scenes pop and kept me on the edge of my seat. The film editors for the film â€Å"The Golden Compass† are Anne V. Coates, Peter Honess and Kevin Tent. Anne V. Coates is a very well know veteran film editor â€Å"with an editing career of 63 years––and still counting––Coates arguably has been working in cutting rooms longer than anyone else in film history† (Lewis, 2010, para. 1). However, Coates was removed for the editing of the â€Å"The Golden Compass† early on in the editing process and actually stated that even though she learned a great deal from â€Å"The Golden Compass† and it was an amazing experience working with large quantities of editing with special effects, it was actually a frustrating process for Coates due to the amount of work involving the special effects people as opposed to just editing a standard film with much less special effects being used (Connolly, 2011). Peter Honess, known for editing such movies as â€Å"Harry Potter and the Chamber of Secrets† and â€Å"Troy† as well as Kevin Tent known for editing such movies as â€Å"The Descendants† and â€Å"Sideways† were brought in on â€Å"The Golden Compass† to finish up the post production editing for the film. While the finished product the film had many audiences asking when they would see the sequel to the film, there were many critics talking about how â€Å"the end result is a bumpy road, with many emotional highs but also quite a few lows, and a saga that despite good ingredients lacks narrative smoothness or fluidity, reaffirming that Weitz is not the right director for the job† (Levy, 2012, para. 22) not to mention the several parts of the film cut due to the mass controversies regarding religious groups. The editors of this film did not receive their due credit because of the direction of the film and the cutting that was required to make the film â€Å"suitable† for public audiences. It took an amazing amount of people to create all of the different forms of sound used in â€Å"The Golden Compass. † Ranging from the Foley editor, the sound mixer, to the sound effects editor, there are many more people that were just needed for sound work alone. There are quite literally 56 different jobs for this movie, just in regards to sound for the film. This just goes to show you the amount of work that is put into the making of a film. I am going to discuss the three major elements of sound used in a film which involve the score, sound effects and Dialogue (Goodykoontz, ; Jacobs, 2011). Alexandre Desplat is the brilliant composer of the â€Å"score† (music used in the backgrounds of scenes) that is utilized in this film and is used throughout the films entirety. In fact, â€Å"Desplat follows Shore's lead in the incorporation of a surprisingly detailed and large collection of themes, weaving them into the narrative with such efficiency that a person familiar with the film can easily follow the action through the score† (Clemmensen, 2008, para. ). Experiencing the music used for the score is truly amazing, even by itself. There is also a whole lot of use of sound effects throughout the film and a small handful of people working on them. A big part of the reason so many sound effects were used in this film is because so many of the characters used in the film were CG (Computer generated) so it was impor tant to recreate the sounds that these characters would have made had they been real. Again, Ioreck the polar ice bear is a prime example of this. When Iorek and Ragnar (The polar ice king) get into their battle to the death they are not only both created by computers so there very presence require sound effects but there is a lot of sound effects used with their armor clanking together throughout the battle scene. While the sound effects do play a very substantial role in the making of this film, they appear flawless and really added to the depth of the film. The dialogue is also beautiful in this film. The characters have sort of English accents (which suits the London type setting). The dialogue used suites the characters well down to the way they are dressed. However, on a side note, I find it odd that they are from an alternate universe that has an impeccable resemblance and feel to our very own London, England. Lyra and her friends speak as if children would, grammatically incorrect and the adults speak prestigiously and very dignified (most of which are scholars). In its entirety, the all the use of sound was very well utilized and complimented every aspect of the film. Director Chris Weitz was really excited about making this particular film because he is a really big fan of the books the movie was based off of. With a budget of 180 million dollars for the film, Chris Weitz knew that there was going to be a lot of work needed to be put into the film. â€Å"It's really hard to make a movie,† Weitz says. â€Å"It's hard enough to make a small, bad one — trying to make a big, good one is definitely a challenge to your physical and mental stamina† (Edwards, 2007, para. ). While there are many who wonder as to whether or not Weitz was the man for this particular job, mainly because Weitz is best known for his raunchy comedy movies such as the â€Å"American Pie† series, Weitz was such a huge fan of the trilogy he was confident that he could get the job done right (Edwards, 2007). Unfortunately, due to the mass controversy of this film it is difficult to discern why this movie was so disastrous when looking at how it did in th e box office. Some blame Weitz and his lack of knowledge in the field of special effects, some blame the media and the Catholic church for the role they played in trying to have the movie stopped and some blame New Line Cinema (the production company) for forcing Weitz to water down the script due to trying to appease people who were worried and controversial of the religious (or lack thereof) aspects the film would bring to the big screen. In doing so, Weitz said that he did not have control over the films style or editing. Chris Weitz states that New Line Cinema felt they could not be a part of a film that caused controversy in the religious word but that the film would have been very different if he would have had the final say and cut of the film. Essentially in the long run Weitz was asked if he had regrets about the film, Weitz reply was â€Å"It's the greatest professional regret that I have. â€Å"He compared directing to being Charles I of England, quipping: â€Å"Parliament can always cut your head off† (Nissim, 2011, para. 4). The impact the movie had and still has on society is extraordinarily controversial. Because the movie is a fantasy adventure there were large quantities of people who took the movie at face value for its non-stop adventure and intriguing storyline. However, there were larger quantities of people who felt as if the movie was controversial due to the religious aspects people took from the movie. Bill Donohue (president and CEO of the Catholic League) stated that â€Å"these books denigrate Christianity, thrash the Catholic Church and sell the virtues of atheism† (FoxNews. com, 2007, para. 3). However, due to the controversies that arose from the announcement of the film’s production, the religious aspects of the film were stripped from the script. â€Å"Some atheists and fans of the books aren't happy, either. They say the studio has caved to pressure from the Christian right by sanitizing the tale for the big screen† (FoxNews. com, 2007 para. 8,). Pullman (the author of the book based on the film) was pleased with how the movie was done. He stated in an interview that â€Å"this must be the only film attacked in the same week for being too religious and for being anti-religious — and by people who haven’t seen it† (FoxNews. om, 2007, para. 16). The genre of this film is a mixture between family, fantasy, and adventure. While deemed a family film, it is not geared for younger children in regards to the story because it does involve children being kidnapped and adults removing the essence (spirit or as they are called in the film daemons) of life from the children. As stated previously, the film was rated PG-13. The film also depicts (although in non-detailed manner) the children’s essence (often interpreted as spirit) and referrers to them as daemons (pronounce dee-mons). So the movie may be considered offensive to religious families. However, in a whole, if the age group is right, it is a fun family movie. The fantasy of the film is magnificent excluding the actual town they reside in which seems rather of the norm, of (like I have mentioned before) a London set town and streets. There are a lot of characters and creatures in this film that are solely done by CGI (Computer-Generated Imagery) and they are absolutely amazing. The daemons (spirit or essence) that walk around with their humans are of all different forms of animals creatures depending on the character of the individual. Lyra’s daemon however, can change shapes to appear in any form because she is still young (changing from a cat to a moth and even an ermine), adults daemons settle into a single form and no longer changes. There is also Iorek the polar ice bear who wears a magnificent coat of armor made for him alone. Last but not least, the adventure parts of the film. We watch see Lyra in her home town with her friends and the stuffy scholars (adults) she is surrounded by. We soon see Lyra get to experience life outside of the Magisterium (the school) with Mrs. Coulter. When Lyra discovers that Mrs. Coulter is the head of the gobblers (the kidnappers), we see her escape and start her mission to save the other children from the gobblers and from them taking the children’s daemons from them. We see an amazing polar ice bear fight between Iorek and the polar ice bear king in which is a fight to the death and even a small war between witches, and Gyptians and even few flying (what looks to be) pirate ships called air ships. This film truly fits its genre. Taking a look at this film from a formalist approach shows us the in-depth aspects of the film (Goodykoontz, & Jacobs, 2011). The structure of the film is balanced in regards to the aspects of use of fantasy and adventure used in the story. The fact that the storyline is based in parallel universe, the background of the town that the characters reside is lacking. It looks like a small town in England as opposed to what one would expect a town might look in a parallel universe like say, compared to Hogwarts in the â€Å"Harry Potter† movies and the magical world used in those films. However, the use of the daemons and magical creatures like Iorek the polar ice bear bring us to a better understanding of the â€Å"magical† feel of the world. The use of the characters to progress through the story made the film easier to follow in the respect that the actors playing the characters made the film come to life. Essentially, the film was good, but was better not having expectations (having not read the â€Å"His Dark Materials† trilogy) going into the film. I personally felt that the movie was well done, but I too, went nto the movie not knowing of the controversy surrounding the religious aspects of the film and was unaware of the film being based on a series of books. The overall textual theme of the film was fairly well laid out. The story was told in a manner in which you expect to see more of the story later down the road (in a sequel that would not be made). There are several discussions regarding dust throughout the film that obviously plays a majo r role but is not explained in depth in the film. The Mise-en-scene used throughout the film fits together well with the storyline. The characters, backgrounds and props used throughout the film carried the story in and out of the adventures we see Lyra embark on and allow the audience to experience a world not yet explored. The villain (Mrs. Coulter) was portrayed in such a way that the audience loves to hate and the hero’s (Lyra, Iorek and Lee) made the adventures progress and fun to follow. The camera use throughout the film is impeccable. With all different kinds of shots ranging from close-up scenes of the characters to mid and long range shots as well as jump-cuts from scenes of Lyra on her adventures to the villain trying to attempting to locate Lyra. The overall theme, while lacking in some aspects of background (in the town the main characters reside) and explanation of certain aspects such as the dust which seems to be very important and how and why the daemons, were there and there importance because it is shown at one point in the film that the children can survive without their daemons if removed correctly. The movie was entertaining and tells enough storyline to not be confusing. In conclusion, this film had a lot of aspects of society and controversy and in turn the lack of storyline working against its success. The money and hard work that it took to make this film should have been an enough to put this film on top where it should have been. But because the director had set out to make a film based on the story of a book and the studio decided that too much controversy would rise if the story was told like the book, the true religious aspects were stripped from the film and so the true storyline was stripped as well. But like I stated earlier, if the audience goes into the film with no expectations and no previous history of knowing what the film was supposed to be about, the film is well worth the watch. Reviewing all aspects of what the movie has to offer; from the storytelling, acting, cinematography, editing, sound, style and directing, impact of society on the film and vice versa, the genre and the overall textural themes, this is truly an adventure that will keep you watching and enjoying the family film with every fun character from the interesting and exciting Lyra to the big polar ice bears that battle and the beautiful villain that we love to hate. This film was extremely fun to watch.

Advantages of Genetic Engineering in Animals

Advantages of Genetic Engineering in Animals How successful would the Enviro-pig be if released into the general pig population in terms of longevity of the trait and continued benefits to the environment? And do the ethical issues stacked against the Enviro-pig validate its modified presents in the genepool? DNA is the foundation of all genetic material found in every living organism on earth. Commonly known as its full name Deoxyribonucleic acid, it is an electrically neutral group of atoms held together in a chemical bond known as a molecule . In this case a biomolecule produced by a living organism composed of nucleic acid, carbohydrates and proteins . This mixture is coiled in two biopolymer strands forming adouble helix. Biopolymers being a biomolecule of a polymer , which is a large molecule, composed of monomers . These biopolymer strands are composed of thirteen nucleotide monomers bonded in a chain, in turn called a polynucleotide . Nucleotides being singular polynucleotides composed of a nucleobase (co ntaining nitrogen). Being split into four bases each nucleobase is as followed: Guanine (C 5 H 5 N 5 O): Pairing in sequence with cytosine, guanine is derived from purine. Purine is an organic compound structured from a pyrimidine ring fused to an imidazole ring (called a pyrimidine-imidazole ring ). The base is represented as ‘G’. Adenine (C 5 H 5 N 5 ): Similar to that of Guanine, Adenine is derived from purine. In addition it’s an important part of adenosine triphosphate (ATP). ATP is the nitrogenous base adenine bonded to a five carbon sugar. These molecules have the ability to phosphorylise and add phosphate groups to other molecules. This allocation of phosphates allows energy to be released. It is this energy which is used in the cells of living organisms. The base is represented as ‘A’. Thymine (C 5 H 6 N 2 O 2 ): Combining with Adenine this nucleobase is often replaces with uracil in RNA . It is also the common cause of mutations in DNA. When in the presence ofultraviolet light, radiation causes alterations in the DNA molecule that inhibit normal function. These â€Å"kinks† are referred to as pyrimidine dimers . The base is represented as ‘T’. Cytosine ( C 4 H 5 N 3 O) : Pairing with guanine this base is a pyrimidine derivative. A heterocyclic aromatic ring that when as cytosine triphosphate (CTP) can performance as a co-factor to enzymes, able to transfer a phosphate to transfigure adenosine diphosphate (ADP) to adenosine triphosphate (ATP). Nucleotides of a DNA stand line up so each sugar and phosphate molecule connects. As said an adenine only pairs with a thymine and a cytosine only pairs with a guanine. The sugars are linked together by phosphate clusters via phosphodiester bonds, branching between adjacent sugar rings. The dual helix is stabilized by the bases of hydrogen bonds, before bunching together and constricting a vase line of rungs. All are curled to gether with multiple strands to form a chromosome . Being such a delicate sequence of codes , all of which contributing towards every characteristic in an organism, if altered or affect in a minor way a secession of errors and mutations can occur. Mutation is when an alteration of a nucleotide arrangement in the genome causes changes in an organism. Even if by a small change, the structural integrity of a creature can differ. But if this large sequence of coding is only effect in one base, in one strand, located in a single cell, the error theoretically should not affect the creature. However through Protein synthesis and mitosis a fault can replicate and spread.

Nursing shortage in Canada Essay Example | Topics and Well Written Essays - 2500 words

Nursing shortage in Canada - Essay Example This paper is going to critical examine the nursing shortage facing Canada at present. Canada is going through a nursing crisis; this is an observation being expressed by many people across the country, by the public and the health managers. Where as, there are various perspectives to explain the situation, there is a general concurrence that the present shortage on nurses is worsening and should be addressed, before it leads to poor provision of health care in the country. There is every reason why the nursing profession should be an attractive profession of choice. McIntyre & Thomlinson (2003), states that the profession of nursing has the elements to being a fulfilling and exciting lifetime career of choice, providing challenging and different practice opportunities. Nursing profession allows for flexibility of job employment and gives a chance for a balanced work and family life. It provides endless opportunities in education, research, administration and a lot more. Yet in Canada, fewer students are enrolling for this profession contributing to the shortage. (McIntyre & Thomlinson, 2003) The barrier of solving the problem has been lack of proper health policies that can address the situation. Failure of stakeholders coming up with ways to address the problem and creating good attractive conditions to retain the nurses in the profession from moving have highly contributed to persistence of this problem Nature of the issue; what makes this issue a nursing issue Studies reveal that, some nurses in Canada are simply not taking up their jobs of nursing and opting to stay back home waiting for full time jobs. It has also been observed that the rate of absenteeism has increased reducing the number of nurses availing for patients. This has continued to contribute to the problem of shortage of nurses in the country. A related alarm is the rate of nurse graduates leaving the country to work else where after graduating, this also have contributed to the shortage of the nurses in the country. (Canadian Nurses Association, 2005) The healthcare is facing a nursing shortage that is as a result of workforce related issue. In Canada there is basically less nursing care funded hours yet there are too many nursing needs. This has resulted to those nurses available being overworked and stressed, this is the main problem. The current shortage of nurses is mainly also caused by the following factors; 1. A real present shortage of available nurses that is limited number of available seats for nurses in education programs and also a nursing workforce that is aging. 2. Human resources management aspects which, makes it difficult to exploit fully on the productivity of the available nurses. These aspects are high overtime, high level of part-time, high absenteeism increased number of tasks that are no-nursing and limited range of practice. 3. Limited funds allocated to hire the required number of nurses who are needed to deliver appropriate care services needed. (Canadian Nurses Association, 2005) Working in the concept of rising acuity, complexity and intensity of patient care surroundings and an corrosion of leadership in nursing themselves resulting from the effects of downsizing witnessed in the 1990s, the above three factors are the root cause of nursing shortage in Canada that is being

Qualitative Annotated Bibliography Research Paper

Qualitative Annotated Bibliography - Research Paper Example According to the authors, these three were listed as the most common adverse events that occur in the intensive care unit. They suggest that to prevent the occurrence of these complications, it is important that the nurses implement evidence-based practice while handling critically ill patients. The study adopted a qualitative focus group study involving thirty-four nurses who practiced in the intensive care unit. The participants were groups into eight focus groups after which the obtained data was analyzed using thematic analyses. The study is significant to the topic because it explores the reasons why ventilator-associated pneumonia and other complications are still a menace in the hospital, despite the presence of evidence-based guidelines. However, the study has the shortcoming of generalizability of the results since it was performed in only one hospital. The authors conclude that hospitals should enhance the knowledge of nurses, and improve their attitudes towards adopting guidelines in the prevention of ICU complications. In addition, critical care nurses should be empowered to make changes in nursing practice so that medical interventions reflect the latest evidence in literature. The study is relevant to my role option because it highlights some of the challenges faced by ICU nurses in prevention of complications, including ventilator-associated pneumonia. It also proposes ways in which the situation can be improved, adding to the knowledge I already possess in the area. Qu, X., Xie, H., Zhang, Q., Zhou, X., & Shi, Z. (2014). A survey on oral care practices for ventilator†assisted patients in intensive care units in 3A hospitals of mainland China. International journal of nursing practice. The chief aim of the study was to explore the status of oral healthcare practices, attitudes, education and knowledge of the nurses caring for ventilator-assisted patients in the intensive care units of hospitals in mainland China. To achieve this objective,

Smart phone ,how they have change our life Research Paper

Smart phone ,how they have change our life - Research Paper Example Smart phones can do most of the tasks done by the computer and hence have changed lives in several ways in the contemporary society. First, smart phone have made life easier than before with the development of various applications that makes tasks easier. Smart phones have made communication to be much easier as people can send short messages, engage in conversations using various platforms such as tweeter and face book among others thus smart phones have eased communication. In addition, individuals can learn through the smart phone, as there are applications that allow users to read books, search-learning materials over the internet and even search answers to questions at any time (Richard, web). Applications such as maps have also made life much easier, with the smart phone an individual can easily be directed to a destination by simply searching the Google maps or using the GPS among others. Scheduling work anywhere has also been made easy by the Smart phone and thus the applications are numerous and have eased our lives in different ways. Despite the numerous ways smart phones have had positive impacts on the society, there are a number of the disadvantages associated with smart phones. The major negative impact smart phone has is that it is changing the norms of the society. Richard (web) argues that â€Å"people have started being disrespectful without noticing† being busy on the smart phones. People are texting everywhere most of the time and this may have repercussions more specifically on school going teenagers. According to Richard (web), adults may receive work related calls while on leaves or holidays with the families thus smart phones may also have negative effects the relationships among individuals. In addition, smart phones can easily be destruction and individuals when not careful may waste a lot of time playing games or charting with friends instead of doing something constructive. In conclusion, smart phone are changing the society

Research Article Critique Essay Example | Topics and Well Written Essays - 500 words

Research Article Critique - Essay Example The purpose statement is concentric upon using the research that was performed as a means of drawing inference on the way in which elderly abuse is exhibited throughout the current model and seeking to ameliorate it utilizing the indicators that were provided. The article was able to note several key insights with respect to the data which was discussed and presented. The first of these had to do with the fact that elderly abuse was not solely contingent upon the overall amount of money that the facility or its care cost. Instead, the researchers pointed to the fact that a high rate of staff turnover effected a situation in which low levels of oversight were provided to the incoming staff. This was due in part to the fact that proper training was not provided or effected within the organizations in question; due to the understanding by leadership that these employees would not long remain with the entity and therefore the expense of extensive training and oversight was unwarranted. The evidence that is provided for this particular analysis is an overview of data that was tabulated from nearly 300 Israeli care giving facilities; specifically those tasked with providing elderly care to a high percentage of the total overall patients that they admitted. Furthermore, reports of abuse, government audits, and personal interviews with individuals whose relatives were suspected of being abused was also tabulated as means of approaching this issue from a variety of different standpoints and gaining as accurate a level of inference as possible. With respect to any assumptions or biases, there were no blatant ones that struck this particular author as worthy of mentioning. However, it should be noted that it is without question that regardless the level of academic integrity and rigor that these authors put into their work, bias in one format or another is virtually inevitable and could have

Contract Law. Questions Essay Example | Topics and Well Written Essays - 750 words

Contract Law. Questions - Essay Example The Advertiser Schmepsi refused to give the reward saying that it was only an advertising gimmick and 'a bit of a joke' Michael wants to know if he has contractual rights against the Schmepsi for the $30 million worth of motor cycles. According to Contract Law, an offer once accepted, it makes a binding contract between offeror and acceptor. In the above case actually the offeror is Michael and not Shemepsi for the following reasons. Generally advertisements are treated as not offers but an invitation to treat i.e. invitation to make an offer. What Schemepsi has done is only an invitation to treat by making an invitation to collect a certain number of coupons in exchange of a prize. Bold, unimaginable, and impractical orders are made in the form of advertisements deliberately to attract attention and not to really be bound by them. Who ever notices such advertisements should not be carried away by them and not make serious commitments based on them as they could always be avoided by the advertisers on the plea that they were only invitation to treat (invitation to bargain in" U.S") (invitation to offer in "India") "An inv "An invitation to treat invites another to make an offer which can be accepted or rejected. In Fisher v. Bell [1961] 1 QB 394 the court held the display of an article for sale is not an offer for sale. Similarly, Pharmaceutical Society of Gt Britain v. Boots Cash Chemists [1953] 1 QB 401 held that displaying goods for sale on a supermarket shelf was not an offer. In Partridge v.Crittenden [1968] 2 All ER 421, Partridge was convicted for offering for sale wild birds by an advertisement in a 'classified advertisements' column but the conviction was quashed since the advertisement was only an invitation to treat. In the same way in Harris v. Nickerson (1873) LR 8 QB286, a broker failed to recover damages for breach of contract after attending an advertised sale when the lots he was interested in were withdrawn. Advertisements by companies may constitute an offer. In Carlill v.Carbolic Smokeball Co. (1893), the defendants in a series of advertisements offered to pay 100 to any person who contracted influenza after using their patent 'smoke ball' three times a day for two weeks and stated that they had deposited 1000 in a bank to meet any claims. The plaintiff sued for 100 and the court held that the deposit of the 1000 indicated an intention to pay claims and that the advertisement was an offer. Brochures, pricelists and so on are invitations to treat, as are quotations" ( Judge, Stephen. Business Law (2nd ed.).New York, NY USA: Palgrave Publishers, 1999.p 113.http://site.ebrary.com/lib/britishcouncilonline/Docid=2003005&ppg=113) To understand more about the concept of Invitation to

A short story Essay Example | Topics and Well Written Essays - 250 words

A short story - Essay Example In fact, Jenna only left the orphanage when she aged out. She was one of the unlucky few who never did find that special family to adopt her even when she paraded before them like an abandoned puppy at the animal shelter. Jenna and Irma were kindred spirits in a way. Both felt that they did not have any family in the world. Irma because her nephew whom she told Jenna lived in the next town and had little or no time to visit her and Jenna because she simply had none. Little did Jenna know that meeting Irma would one change her humdrum life in more ways than one. It was a dehydrating hot July Friday night where Jenna came home from work with a box of pizza and a bowl of Chicken Cesar Salad to share with her neighbor. It was customary for her to head directly for Irmas flat and use the key that had been previously given to her by the old lady to let herself in. Stucky, the dog greeted her at the door. But not with her usual happy whining and wagging tail. The dog seemed disturbed tonight. She barked incessantly and lightly scratched at Jenna the minute she appeared at the door. â€Å"What is it Stucky?† she asked as if the dog could answer her. â€Å"Let me set these things down on the table first.† Jenna almost tripped over the dog who continued to block her path. â€Å"Irma, dinners ready...† she called out towards the open bedroom door. Five minutes later the table was ready but there was still no sign of Irma. â€Å"Irma, the foods getting cold...† she called out yet again. She finally noticed the dog once agai n who was now pulling on her skirt tails. â€Å"Alright Stucky, alright, do you want to go out?† she asked. The dog ran towards the open bedroom door and barked impatiently. â€Å"Is something wrong with Irma?† Jenna asked with a sense of apprehension in her voice. Quickly entering the room she saw the old lady passed out on the floor, her medication bottle seemed to have rolled out of

Networking in Telecommunications Term Paper Example | Topics and Well Written Essays - 1250 words

Networking in Telecommunications - Term Paper Example They also provide a range of control and support functions. The channels are the reception and transmission points for the messages and data. The network computers are set so that they ascertain a network connection by use of different media. The network software administers the control and functional activities, assisted by the software in a network. The configuration of telecommunication network has three main components; the user plane, the control plane and the management plane. The control plane carries control data and information, the data plane checks the user traffic in the network and the management plane carries the administration and operation traffic over the network (Gnanasivam, 2006). Telecommunication networks are of three types, these are wide area network, metropolitan area network and local area network. The network that is stretched over a large geographic is known as wide area network (WAN). Metropolitan area network (MAN) covers the area of almost one city or co unty. The communication of computers in an extremely small area is known as local area network (LAN) (Gnanasivam, 2006). ... These networks types are relatively inexpensive and easy to install for small networks. In the Star Topology all devices are connected to a middle device, called a hub. The Star networks are comparatively easy to install & run, but blockage can occur since all data must go through the hub. The ring topology links computers on a distinct circle of cable. Signals travel around the loop in one way and pass through every computer which acts like a repeater to boost up the signal and propel it on to the subsequent computer. The Hybrid Topology Groups of star- organized workstations are linked to a linear bus backbone cable that combines the characteristics of bus and star topologies Wireless Devices are linked by a receiver/transmitter to a unique network interface card that conveys signals between a computer and a server. This transmittance happens with an acceptable transmission range (Mehdi, 2006). Architecture Two primary types of architectures exist; Peer-to-peer (P2P) network Client /server network The peer-to-peer is the simplest type of network. It’s characterized by every computer communicating directly with all other computers. The Client/Server Networks make use of a central computer, known as a Server. The server facilitates communication and resource sharing among other computers on the network. These other computers are known as Clients. The client server network can be compared to a public library in terms of resource sharing. The librarian manages the use of books by patrons; a server manages the use of common resources by clients (Mehdi, 2006). Protocols A protocol is a standard that identifies the layout of data in addition to the rules to be followed during transmission. In simple terms, a computer talks to another

Impact of Technology on the Work-Life Balance Essay Example for Free

Impact of Technology on the Work-Life Balance Essay Technology has done a lot for human beings. Without the development in technology it is possible that the pyramids would never have been built and neither would we be able to communicate with each other from remote places all over the world. Some say that these technological advances such as the internet and cellular phones are a boon on society and humankind yet there are also those detractors who say that it is has not simplified life in so much as it has complicated matters. While we enjoy everything that technology has to offer, it cannot be argued that there are times that we are more inconvenienced by it. There are times when one would rather turn his or her cellular phone off so that they can relax more and take it easy. There are also times when they wish they had battery power on their technological devices so that they can work more or accomplish more. The problem it seems is that as technology becomes more advanced and incorporates itself more in the daily lives of people it becomes more difficult to escape from it. The biggest difficulty nowadays is actually turning that piece of technology off without fearing that doing so will leave a person uninformed or make him feel so isolated and left out of this world which is moving at a very rapid pace. It is commonplace to see a person check his computer (either desktop or laptop) every few minutes or so just to make sure that they read the email as soon as it comes in. People bring their work with them almost everywhere they go these days. Work is no longer limited to the confines of a cubicle or an office but can now be performed virtually anywhere thanks to the technological advances that have enabled the invention of portable workstations such as blackberries, laptops and cellular phones. The introduction of teleconferencing has made travel to meetings all but obsolete and the push for more digital convergence has made it possible for people to work from their homes. The proper characterization of this phenomenon is not increasing worker productivity, as it is claimed, but rather invasion of privacy. There is no longer any place that is safe from the summons from work or the orders of a superior. Virtually every place on this planet allows people to perform work at any time and from any location. This means that since the day has still remained at 24 hours, unless scientists have found a way to alter that, and the more that time is devoted to work, the less time on that 24 hour clock is left for privacy and relaxation. Even certain studies have shown that the work hours have dramatically increased from the levels that it was at previously. More and more people put in longer hours with each technological breakthrough that is introduced. It has been argued that this is a good thing because people make more money and more money means happier people. While there is no arguing the fact that more money does make people happy, in general, the devices that have been invented to allow the generation of higher incomes has also reduced the time left to spend that hard earned money. The extra income that is generated by these devices now seems so meaningless and useless since it cannot be spent due to the lack of time to do so. Another problem is also the cost of worker burn out. While productivity is theoretically increased per worker, the added stress and workload that is given per worker leads to a faster deterioration of the human resource and means that in the long run the potential productivity gains are actually nullified by the deterioration of human capital. All of these time saving devices which claim to increase productivity were invented for a simple reason, to decrease work time. They were not really invented to free time up for other work but were envisioned to allow a person to do more with less. We should learn to keep it that way, be happy with doing more with less and do not fret about doing more with more.

Salem Witch Trials Essay Example for Free

Salem Witch Trials Essay Other people say it started on the night of the devouring. The repercussions of this event can still be felt globally. The suspicion of witch craft in Salem Village, Massachusetts began in January 1692 when a group of girls began to act strangely (The Salem Witch Trials, eyewitness to history). The town could not explain the seizures, random screaming, and trance states that affected the girls. The doctors were summoned in to examine the girls but could not find cause of the behaviour. The community reasoned that it must be the work of Satan. Witches had invaded Salem. The girls were given a trial then later were put to death. After this many of the people of Salem were accused of witch craft,some were burned while others were hung (First Salem witch hanging). They were not given fair trial. Nobody was sure where the witch craft started or how it came about but some of the older towns people said that the magic was always there it just had not been activated by the right person yet (Blumburg). They thought that the right person must of came along and that it had to be a new person in town and somebody who had the power of getting other people to help in witchcraft. The only logical person who they could think of that fit this description was Martha Corey. (First Salem witch hanging) The Trial of Martha Corey was on Friday March 11, 1692 it was a day of fasting and prayer in Salem. The accusation shocked those who heard it because Martha Corey (Good wife Corey) was a new but upstanding member of the community. Immediately a somebody was sent to the Corey farm to question Martha hoping to clear her name. Martha Coreys sarcastic response to her being accused caused her immediate arrest. In the courtroom Maratha’s accusers writhed in agony as they were forced by an unseen power to mimic the witchs every movement. When Martha shifted her feet they did too,when Martha bit her lip they were compelled to. On, Monday, the 21st of March,the magistrates of Salem appointed to come to examination of Good wife Corey. And about twelve of the clock they went into the meeting house,which was thronged with spectators. Mr. Noyes began with a very pertinent and pathetic prayer, and Good wife Corey being called to answer to what was alleged against her, she desired to go to prayer, which was much wondered at, in the presence of so many hundred people. The magistrates told her they would not admit it; they came not there to hear her pray, but to examine her in what was alleged against her. The worshipful Mr. Hawthorne asked her why she afflicted those children. She said she did not afflict them. He asked her, Who did then? She said, I do not know; how should I know? † (Lawson) Martha was portraying that she had no clue as to what was going on and that she was being accused of something that she did not do. But if Martha truly was innocent then why would she not pray and why would she not fight and show more passion that she was not a witch. Some of the people in the town started to come forward and telling things about Martha, because they believed she was a witch crop failures or infant deaths -local villagers were quick to accuse each other of witchcraft (Milton). They would say that she has a book of spells and that she tried to convince young girls into doing magic with her, the younger the girls were the easier it would be to harvest their magic. Others would say that she had a little yellow bird that she would put in her hand and kill then she would bring it back to life to show how much power she actually had. Nobody actually had proof that Martha was a witch and that she was in fact practising witch craft. (Salem witch trials) From the late 15th century to the late 18th century a wave of persecution washed across parts of Europe. Tens of thousands of people were executed for witchcraft. But what happened? Belief in magic was almost universal in the past. Almost all cultures believed that you could use supernatural means to help hunting or to make your crops grow better or to make humans or animals more fertile (Lambert). But you could not use magic to heal humans and animals (Lambert). For most people who lived before the 18th century magic was an ordinary part of everyday life. To them the world was a mysterious and frightening place. They did not know what caused diseases and sickness so they would sometimes assume it was something supernatural. The people of the 16th century would use what they thought magic in their everyday lives to try to make things better for themselves , but when people started thinking that humans were using magic on other living things that’s when magic started being considered evil and a bad thing (Lambert). People who believed in magic the thought that your enemies could use magic to harm you was terrifying. Most people in the 16th century believed that God had an enemy called the Devil, who was very powerful. They believed that witches made a pact or agreement with the Devil and agreed to worship and serve him. When people were being accused of witch craft they were not given a fair trial. They did not use evidence they did not give you a voice,if somebody said you were a witch then you must be a witch (Lambert). The history of witch craft is so great that nobody is really sure what actually happened. There are many theories as to what actually happened , some say that witches started coming to earth and taking over human bodies when the devouring night started. On the night of the devouring or otherwise called sorry night, otherwise know as Halloween, is when witches come down from their world and inhabit the people who are scared(Holt). They take over the scared humans because they are alone and have no way of defending themselves , their minds are essentially open and easy to take over(Holt). They take over their bodies and then the witches have a vessel which they can perform their magic from. The witches who take over the human body make it so the human that was already in the body feel like they are asleep. The witch will inhabit your thoughts and your past and they will act like the person they took over as much as they could(Holt). A witch would sometimes slip up and their magic would start to show or they would be caught,in some cases they would get caught without even realizing it. The longer a witch is in a body the harder it would be for their magic if it was evil to start showing. When a witch would get caught performing magic back in the 16th century they had no way to escape the human because the only day they can enter or leave body is on October thirty first or if the human is illed. When human was hung the witch could stay around and inhabit another body but when the body was burned the witch died with it. It took a long time for people to realize what was happening. It was one of the most logical reasons to how witches could come about. (Holt) In some cases female witches were treated a lot worse than male witches were. Female witches were usually beaten and their houses wo uld be raided then burned down they then would be hung or burned and sometimes even both depending on how strong they thought the witch was (Lyons). In rare cases men witches were kept alive because priests would try to save them and get extract their magic so they could use it for their own purposes(Lyons). Once the priests were done with the male witches if they still believed they were witches they would be killed and their belongings would be burned(Lyons). Because of the Salem witch trials , thousands globally lost friends and family members over the suspicion of being witches and doing harm. People would be killed if they were a good witch or a bad witch,innocent or guilty, proof or no proof. If somebody was thought to be a witch then you were going to be killed. A group of people the descendants of people who were killed in the trials , otherwise known as the Salem five started a petition for their ancestors names to be cleared and know that they were not witches and that they were killed when they were innocent (American Heritage). It was a long fight for there names to be cleared but in the end they eventually got their names cleared and they got their names in the paper and their names on the list of people who were believed to be innocent during the trials but they were killed without real proof. American Heritage) When the witch trials were going on witches were thought to have looked like ordinary people who have the power to kill people, make potions, and control people . Witches were thought to be evil and only capable of doing harm, yet they would walk among humans and act like humans in most cases. The witches in the 16th century were though to look like normal everyday humans ,so they they would not have to hide(Salem Witch museum). Now in the 20th century witches are thought to have long stringy uncombed black hair and facial warts with a green face ,and a big nose. They are thought to wear all black and long stocking ,they ride around on broom sticks and have loud cackling laughs. The transition from what people thought use to be witches and what people now think a witch would look like is so different from what they use to be like. The change in what witches look like started when all witches started to be thought of as evil and corrupting. The change happened when parents would tell their children about evil creatures that would take them in the night and make them do things that they would not want to do . People changed the look of witches so that their stories would scare young children. Years of stories being passed down generation after generation people started to forget that witches actually look like normal humans and that they blend in with everyday society. (Salem witch museum) The repercussions of the Salem witch trials effected thousands of innocent people. People were murdered without given a fair trial , many family lines were massacred , and now most people think that all witches are evil and that all the stories about witches are true. Thousands of innocent people , including women and children , were slaughtered globally during the Salem witch trials(Salem witch trials). Many family lines were cut out and killed altogether during the trials. When witch craft was happening in some cases whole families were convicted and then slaughtered , they were not given fair trials because there was no real proof that they were actually witches. After the witch trials were finished all over the world everybody started assuming that all witches were evil and that magic good or bad should not be allowed. Many folklore tales were made up and legends were started to be told all over the globe about evil witch craft ,and how witches take over your body and kill your soul . Some people would say that when witch craft was used for killing humans and animals and manipulating them that is when you would lose your soul. Because of The Salem witch trials thousands of innocent people were killed with little proof , real witches were not killed ,and people were taken over during the devouring. Since the witch trials happened globally many stories and legends were started and there is no real proof as to what happened. Some families tried to get their ancestors names cleared but not everybody who was faultily killed got their names cleared. The repercussions of the trials are still felt today globally. Work Cited (Holt Simon,The Devouring, September 1 , 2008) January Lyons , Diane Witchcraft, gender, power and intimate relations in Mura compounds in Dela, northern Cameroon. EBSCO HOST. May 2 ,2013. Salem witch Museum. http://www. salemwitchmuseum. om/. May 2,2013 Lambert , Tim. The Salem witch trials . Localhistories. com April 26,2013 http://www. localhistories. org/salem. html The Salem Witch Trials, 1692, EyeWitness to History, www. eyewitnesstohistory. com (2000). April 30th , 2013 Salem witch trials. Welcome to Salem Massachusetts. April 24th 2013 http://www. salemweb. com/guide/witches. shtml Blumburg, Jess. A Brief History of the Salem Witch Trials. Smithsonian. com Published October 27th,2007 May 1st 2013 http://www. smithsonianmag. com/history-archaeology/brief-salem. html April 30th 2013 Lawson , Deodat. The Salem Witch Trials,1692. Eyewitness to History. Published in 2000. http://www. eyewitnesstohistory. com/salem. htm April 29th 2013 Milton, Gilies. SALEM WITCH TRIAL: THE CASE OF GILES AND MARTHA COREY published December 12 2012. Surviving-History. blogspot. ca April 30th , 2013 First Salem Witch hanging. Www. history. comhttp[-gt;1]://www. history. com/this-day-in-history/first-salem-witch-hanging April 30th , 2013 [-gt;0] http://ec. tynt. com/b/rw? id=cd5NqsI_0r3Qffab7jrHtBu=SmithsonianMag [-gt;1] http://Www. history. comhttp/

Examining The Concept Of Motion Capture Film Studies Essay

Examining The Concept Of Motion Capture Film Studies Essay MoCap technology has revolutionary technology quickly, especially technologies that use in movie and games industries, MoCap has come a critical role in the creation of animation as smooth as real. The report will begin mentioned about MoCap technology such as what it is , How it useful , and Who will use this type of technology to bring more understanding to the readers. After that the report will focus on the Weta digital, a world s leading film studios which has continued to develop MoCap technology until it is highly successful. Nowadays, MoCap is use in many famous movies such as many characters in Beowulf, alien characters in District 9, character Gollum in Lord of the Rings trilogy, a giant gorilla named Kong in King Kong, and etc. And for more knowing about MoCap, so that Avatar , an epic movie which had the most gorgeous computer graphic (CG) details, was chosen for being an example of the latest evolution of MoCap. Besides, this movie was greatly well-known and also influences the revolution of film industry explicitly as well. WHAT IS MOCAP? MoCap is an abbreviation of Motion Capture; this technology is a process by which movement is digitally recorded. The technique was originally used for military tracking purposes and in sports as a tool for biomechanics research which focused on the mechanical functioning of the body, like how the heart and muscles work and move. In the last twenty-five years, motion capture has become an essential tool in the entertainment business, giving computer animators the ability to make non-human characters more life-like. Its a technology used in animated films and television as well as video games. Historically, MoCap in animated movies was created using an extension of the rotoscoping technique. In this technique, an actor is filmed making certain movements or gestures while wearing markers on specific points of his or her body. Each marker in each frame of film is then manually encoded into the computer. As animation software improved, it became possible to apply an algorithm to the markers that attach them to a 3D object, creating what is now called motion capture. MoCap can be categorized by their four primary input methods which are Prosthetic, Acoustic, Magnetic, and Optical method. 1. Prosthetic (or mechanical) method: This is one of the early methods for capturing the motion from various parts of human anatomy. These methods include simple on/off type of motion detection systems as well as complex motion tracking systems. The latter type of prosthetic motion capture could be an ideal approach if it wasn t for the complex mechanical requirements and the performance-inhibiting qualities generally associated with such designs. However, the type of data provided could be clean rotational data collected in real time without any occlusion problems. This method is based on a set of armatures which must be attached all over the performer s body. The armatures are then connected to each other by using a series of rotational and linear encoders. These encoders are then connected to an interface that can simultaneously read all the encoders in order to prevent data skewing. Finally, through a set of trigonometry functions, the performer s motion can be analyzed. These de sign restrictions seem to be quite difficult to overcome, and will probably limit the use of these type of devices for character animation. 2. Acoustic method: Acoustic capture is another method currently used for performance capture. This method involves the use of a triad of audio receivers. An array of audio transmitters is strapped to various parts of the performers body. The transmitters are sequentially triggered to output a click and each receiver measures the time it takes for the sound to travel from each transmitter. The calculated distance of the three receivers is triangulated to provide a point in 3D space. An inherent issue with this approach is the sequential nature of the position data it creates. In general, we would like to see a snap shot of the performer s skeletal position rather than a time skewed data stream. This position data is typically applied to an inverse kinematics system(1) which in turn drives an animated skeleton. One of the big advantages of this method is the lack of occlusion problems normally associated with optical systems. However, there seems to be several negative factors associated with this method that may or may not impede its use. First, there is the fact that the cables can be a hindrance to various types of performances. Second, the current systems do not support enough transmitters to accurately capture the personality of the performance. Third is the size of the capture area, which is limited by the speed of sound in air and the number of transmitters. In addition, the accuracy of this approach can sometimes be affected by spurious sound reflections. 3. Magnetic method: This is a popular method used for performance capture. Magnetic capture involves the use of a centrally located transmitter, and a set of receivers which are strapped on to various parts of the performer s body. These receivers are capable of measuring their spatial relationship to the transmitter. Each receiver is connected to an interface that can be synchronized so as to prevent data skew. The resulting data stream consists of 3D positions and orientations for each receiver. This data is typically applied to an inverse kinematics system to drive an animated skeleton. This magnetic approach shares the same lack of occlusion problems with the audio method. But it also shares the same negative factors such as the hindrance of cables, lack of sufficient receivers and the limited capture area. In addition, being magnetic the system is affected by any sizable areas of metal in the vicinity of the capture area, such as girders, posts, etc. 4. Optical method: Optical systems have become quite popular over the last couple of years. These systems can offer the performer the most freedom of movement since they do not require any cabling. Optical systems incorporate directionally-reflective balls referred to as markers which attach to the performer. Optical systems require at least three video cameras, each of which is equipped with a light source that is aligned to illuminate the field of view for that camera. Each camera is in turn connected to a synchronized frame buffer(2). The computer is presented with each camera view in order to calculate a 3D position of each marker; the resulting data stream therefore consists of 3D position data for each marker. This data is typically applied to an inverse kinematics system, to animate a skeleton. One typical problem with optical systems is the fact that it is quite easy for the performer to occlude, or hide, one or more markers thus creating holes in the data stream. Adding more cameras and/or more markers can minimize this occlusion problem. However, adding more cameras makes tracking each marker more complex, resulting in increased CPU time. Increasing the number of markers can result in exponentially increasing the confusion factor, i.e. keeping track of which marker is which. Optical systems are also limited by the resolution of the cameras and the sophistication of their tracking software. >> http://www.wisegeek.com/what-is-motion-capture-technology.htm >> http://vizproto.prism.asu.edu/classes/sp03/motioncapture.htm WHO USES MOCAP? Films: MoCap is being used more and more in films nowadays. MoCap based animation is essential for creating characters that move realistically, in situations that would be impractical or too dangerous for real actors (such as characters falling off the ship in Titanic. MoCap was also used extensively in Titanic for filler characters (fit in between real actors) or in situations with virtual camera fly-bys over a virtual ship. Many of these shots would have been difficult or impossible to do with real cameras and a real ship, or real models, so virtual models, actors, and cameras were used. Some film characters require the use of MoCap, otherwise their animation seems unreality. More and more independent companies are starting to put together desktop studios The idea of two or three people creating an entire movie isnt that far off, if MoCap is used correctly. The Gypsy(3) is ideal for small and large shops. MoCap animation can be done very quickly and inexpensively, without scheduling expe nsive motion capture sessions in a studio. Games: Game development is the largest market for MoCap. With games drawing as much revenue as movies, it is easy to see why game development often calls for enormous quantities of MoCap. The immense competition to produce the coolest game possible (thus becoming a top-seller hopefully) means that greater production capabilities mean higher quality. More time is left for aesthetic finishing touches and fine-tuning of game play. Generally there are two main types of 3D character animation used in games: Real-time playback vs. cinematics. Real-time allows the game player to choose from pre-created moves, thus controlling the characters moves in real-time. Cinematics are the fully rendered movies used for intros and cut-scenes. Often the last part of game production, or a process that is sub-contracted to a separate studio, cinematics are generally not essential to game-play, but do add a lot of appeal to the game, and help immensely with story development and mood generation. Video and TV Performance Animation: Real-time motion is becoming popular for live television broadcasts. MoCap can be used to place a virtual character within a real scene, or to place live actors within a virtual scene with virtual actors, or virtual characters within a virtual scene. MoCap for real-time broadcast requires mock-ups of any non-standard physiology (big stomachs, tails, etc.) to keep the performers motions from causing the characters limbs to interpenetrate its body. Joint moving limits on the shoulders and knees. A real-time adaptation feature such as Film BOX Animations real-time motion mapping (from the performers skeleton to a different proportioned characters skeleton) is essential when the characters body is very different from the actors body. When combining a live elements with virtual elements the real and virtual cameras must share the same properties (perspective, focal length, depth of field, etc.) otherwise the illusion looks strange. Post-Production for Ongoing Series: MoCap for ongoing series is becoming very popular. Creating a weekly show without MoCap invariably causes shows to be late or production studios to go bankrupt. Having an efficient MoCap pipeline is essential to the success of an ongoing character animation based series. Web: MoCap is ideal for the web, whether used to create virtual hosts or greeting cards. As the web becomes more sophisticated and bandwidth(4) increases, MoCap will help bring a human element to the web, in the form of characters that viewers can relate to and interact with. Live Events: MoCap generated Performance Animation can be thought of as Improvisation meets Computer Graphics (CG) . At trade shows, meetings or press conferences, a good improviser acting through a CG character in real-time can create a very intriguing lasting experience for the viewer. Integration with live actors further helps create a fascinating experience. Scientific Research: MoCap is useful for perceptual research. By presenting test subjects with abstract movements, distilled from motion capture data, repeatable experiments can be developed that provide insights into human perception. Biomechanical Analysis: Biomechanical analysis for rehabilitation purposes relies extensively on MoCap, for its ability to produce repeatable results. MoCap can be used to measure the extent of a clients disability as well as a clients progress with rehabilitation. MoCap can also help in effective design of prosthetic devices. Engineering: MoCap is essential for producing product designs that are ergonomically practical, as well as designs for physical products that are comfortable and appealing. Even though there are restrictions of these systems. Optical systems are easily occluded and require a large distance between the subject and the cameras. Magnetic systems have major problems with metal in the capture space. Education: MoCap training can make a huge difference in an animators training. While access to MoCap is not a substitute for developing good art skills and good traditional character animation abilities, it can go a long way towards making someone more employable. Virtual Reality (VR): MoCap is indispensable for VR training applications. It makes for much better immersion than using a joystick or a positional handle. >> http://vizproto.prism.asu.edu/classes/sp03/motioncapture.htm TECHNOLOGIES IN FILM BEFORE BECOMING MOCAP 1971: Metadata An experimental 2D animated short by Peter Foldes drawn on a data tablet, who used the worlds first key frame animation software, invented by Nestor Burtnyk and Marceli Wein. 1973: Westworld First use of 2D computer animation in a significant entertainment feature film. The point of view of Yul Brynners gunslinger was achieved with raster graphics. 1976: Futureworld First use of 3D computer graphics for animated hand and face. Used 2D digital compositing to materialize characters over a background. 1977: Star Wars First use of an animated 3D wire-frame graphic for the trench run briefing sequence. 1981: Looker First CGI human character, Cindy. First use of shaded 3D CGI as we think of it today. 1981: Wolfen First use of in-camera effect for thermal vision sequence (see Predator). 1982: Tron Extensive use (15 min. fully computer generated) of 3D CGI including the famous Light Cycle sequence. Also includes very early facial animation (for the Master Control Program). 1983: Rock Rule First animated film to use computer graphics. 1985: Tony de Peltrie First CGI-animated human character to express emotion through his face and body language. 1985: Young Sherlock Holmes Lucasfilm creates the first photorealistic CGI character, stained glass knight with 10 seconds of screentime. 1986: Labyrinth First realistic CGI animal. 1987: Captain Power and the Soldiers of the Future First TV series to include characters modeled entirely with computers. 1990: Total Recall Use of motion capture for CGI characters. 1990: RoboCop 2 First use of real-time computer graphics or digital puppetry to create a character in a motion picture. 1991: Terminator 2: Judgment Day First realistic human movements on a CGI character. First use of a personal computer to create major movie 3D effects. 1993: Quarxs First broadcast series of animated CGI shorts. 1993: Jurassic Park First photorealistic CG creatures. 1993: Insektors First computer animated TV series. First use of character animation in a computer animated television series. 1994: ReBoot First full-length computer animated TV series. 1994: Radioland Murders First use of virtual CGI sets with live actors. 1995: Casper First CGI lead character in feature-length film (preceded Toy Story by six months). First CGI characters to interact realistically with live actors. 1995: Toy Story First CGI feature-length animation. 1997: Marvin the Martian in 3D First computer animated movie viewed with 3D glasses. 1999: Fight Club First realistic close-up of detailed facial deformation on a synthetic human. 2001: Final Fantasy: The Spirits Within First feature-length digital film to be made based on photorealism and live action principles. 2001: The Lord of the Rings: The Fellowship of the Ring First use of AI for digital actors (using the Massive software developed by Weta Digital). 2003: The Matrix Reloaded The Burly Brawl the first use of Universal Capture, the combination of dense (rather than point-based) motion capture and per-frame texture capture. 2003: Gollum from the Lord of the Rings trilogy First photorealistic motion captured character for a film, Gollum was also the first digital actor to win an award (BFCA), category created for Best Digital Acting Performance 2004: The Polar Express First CGI movie that used motion capture for all actors. 2009: Avatar First full length movie made using performance-capture to create photo-realistic 3D characters and a feature a fully CG 3D photo-realistic world. >> http://en.wikipedia.org/wiki/Timeline_of_CGI_in_film_and_television WETA DIGITAL: THE WORLD LEADER OF CG STUDIOS Weta Digital is a world leading visual effects company based in Wellington, New Zealand. They provide a full suite of digital production services for feature films and high end commercials, from concept design to cutting edge 3D animation. Weta was formed in 1993 by a group of young New Zealand filmmakers including Peter Jackson, Richard Taylor and Jamie Selkirk. It later split into two specialized halves Weta Digital (digital effects) and Weta Workshop (physical effects). One of Weta s first projects was to provide visual effects for Peter Jackson s film Heavenly Creatures. They went on to work digital magic on Peter s blockbuster movies The Lord of the Rings trilogy and King Kong. And they also work with other Hollywood directors, providing digital effects for box office hits like I, Robot, X-Men: The Last Stand, Eragon, Bridge to Terabithia, Fantastic Four: Rise of the Silver Surfer, The Water Horse, Jumper, The Day the Earth Stood Still, District 9 and The Lovely Bones. Moreover, their teams of digital artists are world-leaders in all areas of visual effects production, including animation, motion capture (MoCap), crowd generation, modeling, compositing, and film scanning and recording. In August 2006, Weta signed on to help James Cameron, a world famous director, to produce Avatar. Production design for the film took several years. The film had two different production designers, and two separate art departments, one of which focused on the flora and fauna of Pandora, and another that created human machines and human factors. In September 2006, Weta was developing and combining its technologies with Cameron s technologies to reach a new level of creative and technological excellence, delivering the film in 3D. This combination renders a great CGI(5) power to both Weta and Cameron through all the process in making an epic movie like Avatar. Most recently James Cameron s Avatar had proven that Weta was the CGI professional. This leaded Weta to win an Academy Award for Best Visual Effects. Their work on the film involved using a new camera system and shooting on a virtual stage. Finally, Weta s reputation was spread throughout the world for the power of creativity and delivery which keeps them in high demand with some of the world s leading film studios and up until now there are very least of the visual effect companies that can match Weta CGI creating potential. >> http://www.wetafx.co.nz/about/ >> http://en.wikipedia.org/wiki/Avatar_(2009_film) MOCAP AVATAR Each of Cameron s film introduces new technologies that change the way people make films. Avatar is the end result of the successful combination of a great talented director and a world class visual effect creator like Weta. Avatar making process step over the limit of the recent film making which supported by the innovation of the two new types of cameras which are the 3D Fusion camera and the Simul-Cam virtual camera, both of them are served as the part of MoCap. 3D Fusion camera: This camera is used for match-move, where you have motion capture CG characters and have to match their moves to composite them into an established shot. There are micro-motors on the Fusion rig to adjust the separation and convergence angle of the stereo Sony F950 cameras. The standard three lens functions of zoom, focus, and iris, plus interocular distance(6) and convergence are all under software machine control. Beam splitters provide the capability of having an interocular of half an inch even though the cameras are four inches wide. The cameras are mounted in the Fusion rig at a 90-degree angle. Simul-Cam virtual camera: A virtual camera with a series of super high intensity LED lighting system that fires off the LEDs in sync with the motion capture cameras running at 20 microsecond exposures, and these active LED markers on the Pace rigs. Therefore, this virtual camera would see the markers, but not see any of the bright live action stage lighting or even the sun, this mean Simul-Cam virtual camera can eradicate a great weakness of an original motion capture camera. >> http://hdusermagazine.com/wordpress/?p=12 The great benefit that can obviously seen while using MoCap in Avatar is its capability in capture a realistic movement of various types of object such as human, animal, and etc. Because all of the creatures and some humanoid characters like Na vi tribe in Avatar are based on an imagination of James Cameron, to shot those creatures by recording their reality life like many other movies did is impossible and almost impossible if the animator have to do every movement of all Na vi tribe characters and creatures in this movie by using only their high speed computers and mouse as well. Moreover, the realistic movement that recording by MoCap technology can persuade people to believe that if there are such kinds of those living things exist in the real world they must live in the same way as they did in film. Besides, there are many flexible way of using MoCap technology to match the diversity of users purpose, this is why MoCap is the best answer for making Avatar. WHICH DEVELOPMENT DIRECTION OF THE MOCAP IS HEADED? The uses of each type of MoCap usually depend on the motion data needed in each type of industry. Thus, the trends of each type of MoCap development are also difference. For example, in the film industry, a lot of research going into optical MoCap due to its flexibility and acceptable quality data while other industry investing in the development of other MoCap type seem to be a better choice due to the higher quality data but have some other restrictions. However, all type of MoCap future development is sharing some similar trends which are as followed: ? Every people in each area of using MoCap expect that this technology can provide them the result with a great accuracy (or quality); including improved physical abilities, so that characters can touch each other and feet meet solidly on the ground. This expectation directly affects the trend of the MoCap and all of the technologies evolution as well. ? When groups of performers are captured simultaneously, the number of polygons available to be digitized for each performer is decreased. Therefore, image quality will also reduce. Many MoCap manufacturer try to solve this problem and make MoCap to grow its ability to capture data from multiple characters. ? For better capturing details, MoCap s preview speed tend to drop down rapidly. Improving the speed of MoCap technology will provide a better use for the consumers. ? Capturing space or so called volume of MoCap is too narrow for a big project like capturing a big group of performers, so that increasing in volume will increase the value of MoCap technology. ? MoCap manufacturing cost is still too high which resulting in MoCap market price is very expensive. If manufacturers can lower the cost, so that consumers and independent artists can easy to access and experiment or even expand the technology much faster. >> http://web.mit.edu/comm-forum/papers/furniss.html INDEX (1) Inverse kinematics: It is the process of determining the parameters of a jointed flexible object such as joints of creature models including humanoid type in order to achieve a desired pose. Inverse kinematics is a type of motion planning. Inverse kinematics are also relevant to game programming and 3D animation, where a common use is making sure 3D characters connect physically to the world, such as feet landing firmly on top of terrain. >> http://en.wikipedia.org/wiki/Inverse_kinematics (2) Frame buffer: It is a video output device that drives a video display from a memory buffer containing a complete frame of data. >> http://en.wikipedia.org/wiki/Framebuffer (3) The Gypsy: It was the worlds first Inertial Gyroscopic Motion Capture System (Gypsy) . Gypsy was able to capture movement using inertial sensors or gyros attached to lycra suit, it records simultaneous action and reaction of performance. It uses 19 customized Inertia Cube (TM) gyroscopic sensors for detecting nuance of movement and optimizing data output, while global translation system promotes precision of actor positioning and can be enhanced by addition of optional ultrasonic tracking technology. System also allows actors to touch or hug without occlusion. >> http://news.thomasnet.com/fullstory/528380 (4) Bandwidth: bandwidth is often used as a synonym for data transfer rate the amount of data that can be carried from one point to another in a given time period (usually a second). >> http://searchenterprisewan.techtarget.com/sDefinition/0,,sid200_gci211634,00.html (5) CGI: It is a short term of Computer-Generated Imagery, this is the application of the field of computer graphics or, more specifically, 3D computer graphics to special effects in films, television programs, commercials, simulators and simulation generally, and printed media. Video games usually use real-time computer graphics (rarely referred to as CGI), but may also include pre-rendered cut scenes and intro movies (or full motion videos) that would be typical CGI applications. >> http://en.wikipedia.org/wiki/Computer-generated_imagery (6) Interocular distance: The distance between the centers of rotation of the eyeballs of an individual or between the oculars of optical instruments. >> http://www.thefreedictionary.com/interocular+distance