Word: schneiderman
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...Nichifor over Ermakov at No. 3. At No. 4, a similarly resilient Harvard performance by Felton wasn’t enough to prevent defeat—the freshman went down 3-6, 6-3, 6-7 (7-9) after a tense third-set tiebreaker with Haig Schneiderman...
...lead, 3-1. Ermakov equalized by upstaging Borta, 6-1, 6-3 at No. 2, and the Crimson took the lead when Omodele-Lucien won 7-6, 6-2 over Kevin Kung at No. 6. Mangham stretched Harvard’s advantage to 3-1 when he defeated Haig Schneiderman, 6-3, 3-6, 6-3. Columbia matched the Crimson’s resilience through wins for Nichifor (6-1, 4-6, 6-4) and John Wong (7-6, 7-6) to even the score at 3-3, before Felton’s dramatic win. “We were...
...pushing the envelope." They have to. Audiences, particularly those reared on video games, want their trailers to be like their movies: fast and furious. "We're able to take a movie that has hardly any camera movement and speed it up to appeal to a younger audience," says David Schneiderman, a partner in Seismic Productions, an independent production company in Los Angeles that makes trailers...
...Rolls-Royce zooming across the screen--in the actual movie the car rolls along rather leisurely--and showcases the youngest members of the cast (Clive Owen, Ryan Phillippe and Emily Watson) in whooshing high-tech cuts. "The movie is no longer sacred, because filmmakers have loosened the reins," says Schneiderman. "They know in order to make their next film, they've got to sell this...
...still liked the movie." Indeed, moviegoers usually don't complain about obfuscation in trailers; they do complain that trailers give too much away. There's a reason for this, and studios have the test results to prove it. When trailers are market-tested with focus groups, says Seismic's Schneiderman, "the No. 1 criticism people have is 'I don't know enough about it; I don't understand the story.'" Tweaking ensues; more plot is revealed...