Word: darting
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...fortunes have changed since 1999, why hasn't Harry Potter's popularity? And can any blather about America's longing for superheroes change the fact that a competent adaptation of Spider-Man with Kirsten Dunst in a wet blouse would have been gold in any year you threw a dart...
GETTING INTO HOT WATER Throw a dart at a map of the Izu Peninsula and you'll likely hit an onsen, or hot spring. These naturally occurring geothermic sources are the primary reason Japanese tourists flock to the Izu, and rightly so: the baths, often attached to hotels, make for a stress-killing date with relaxation. Shimoda and its environs boast a number of splendid onsen inns, or ryokan, like the Kannon, 15 kilometers out of town. A room for one including two meals goes for $120 a night. Call (81-55) 828 1234 for reservations. But if you just...
...ordinar y Americans” continued to arrive. The crowd swelled to 100,000, filling the grounds. Its demographics had changed. A group of pink-cheeked New Englanders bore a “Vermonters against the war” banner; church associations filed in with their own signs. A Dart mouth College contingent of about fifteen students landed, looking fresh off a ski trip. By early afternoon, the masses seemed to now be mostly young white professionals, retired couples, conservatively-dressed Muslim families pushing babystrollers, middle-aged people in anti-war T-shirts, and college students. The radical fringe...
...needs the mountains when you've got the Sears Tower? Why hit the slopes when you've got the local shopping mall? The newest fad in extreme sports is urban adventure racing, in which teams compete to scale buildings, scooter through busy intersections and dart on foot through crowded stadiums. Chicago was host to the first one, the 24-hour "Wild Onion," two years ago, and is getting ready for its third race this weekend. The 600 participants won't have much time to train: the course is a secret until two hours before the start...
Such stealthy efforts are but one phase of a larger growth industry of alternative and guerrilla marketing that ranges from handing out free samples to sponsoring concerts and other events. "We need to take our brand to them and not wait for them to come to us," says Hilary Dart, president of Calvin Klein Cosmetics. Its estimated $45 million campaign to launch the men's fragrance Crave this fall will include street sampling, product seeding among opinion leaders and other guerrilla tactics (even building sand sculptures of the Crave logo on beaches on both coasts) before any ads are unveiled...