Word: darkness
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Dates: during 1990-1999
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Enrico's revolution has already put Pepsi in a position where it can hurt Coke. For the first time in years, the Big Red growth machine is double-clutching, feeling the dark side of globalization in places like Brazil, its third largest market, where the recent devaluation hurt business severely. Coke's sales are also weak across Asia, and the company's huge investment in Russia is underwater. Pepsi needs to make a dent in Coke away from home, because the Atlantans derive most of their profits outside the U.S., where Coke outsells Pepsi...
...pidgin English ("Yousa Jedi not all yousa cracked up to be!") that will be every kid's secret language this summer. Even on paper, the film's set pieces--a 10-min. Podrace and the climactic battle between the ragged forces of good and the minions of the dark side--have power and razzmatazz...
Iain McCaig, a children's book illustrator, "conceptualized" the costumes--and some of the creatures inside them. For Darth Maul, the dark-side warrior who battles Qui-Gon with a prototype double-edged light saber, Lucas asked McCaig to draw his childhood nightmare come true. The artist drew one so frightening that Lucas said, "Do your second worst." That was Bozo the Clown, who had terrified McCaig as a child. "His face had long red tassels, and he had big metal teeth...
...right, what powerful man doesn't also want to be universally respected and loved? But now, sitting in a dark theater at ILM looking at his near-finished film, Lucas seems bracingly lighthearted. "What's that? White dirt on the print?" he asks. "Yeah, that's good dirt," says a wiseacre, and everybody laughs. Lucas is a genius at fussing: a sun is setting too fast in one shot, while in others, he wants light rays bouncing off buildings, more traffic, less confetti. No one acts cowed by the billionaire boss...
LUCAS: Fear. You wouldn't want to meet him in a dark alley. But he's not repulsive. He's something you should be afraid of, without [his] being a monster whose intestines have been ripped out and thrown all over the screen...