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...desperate Fox last fall even considered shooting Idiocracy ads that wouldn't show any of the movie at all. But the big studio marketing departments don't work well with high-concept campaigns and grass-roots marketing. They're designed to blast radio and TV into the mass consciousness. Stranger still, they seem not to care that marketing a movie's theatrical distribution can boost its eventual DVD sales, which Idiocracy is very likely to score on. (After a modest theatrical run, Office Space went on to sell 6 million DVDs and videotapes.) That may be because DVD marketing comes...

Author: /time Magazine | Title: Movies: Dude, Where's My Film? | 9/10/2006 | See Source »

...Reeves had been having an affair with an older, married woman whose husband was no stranger to violence. And Reeves did have a live-in girlfriend with a jealous streak. But in the end the movie cannot link his death to either of these factors. Soberly written by Paul Bernbaum and unsensationally directed by Allen Coulter, it has to leave Reeves pretty much where it finds him, as a man who wanted to be a movie legend but ended up as the subject of movie gossip. That talk has always been minor - we're not discussing the industrial-strength suppositions...

Author: /time Magazine | Title: The Strange Case of Superman | 9/8/2006 | See Source »

...what may be one of history's great paradoxes, many native Ghanaians regard African Americans as more white than black. Africans Americans, especially those with fairer skin, are sometimes referred to as obruni by Ghanaians. The term roughly translates as "white person" or "stranger," depending on whom you ask. The result is that African Americans who would like to think of Ghana as home sometimes get the cold shoulder. The government has started a campaign to get Ghanaians to use the term akwaaba anyemi--which means "welcome home, brother"--when talking to African Americans. Just fake the sincerity, in other...

Author: /time Magazine | Title: Ghana's New Money | 8/21/2006 | See Source »

...which drug (or in this case, which drink) at any given time. But if you have ever tasted Gatorade and Accelerade, you might wonder whether the athletes could really have been fooled. It's not clear whether that knowledge could influence either performance or fluid retention, of course, but stranger things have happened...

Author: /time Magazine | Title: The Sports-Drink Wars | 8/20/2006 | See Source »

...land us in hot water. Fibbing causes the heart to pound, breathing to accelerate and sweating to increase, and the polygraph measures all those things. Sometimes the machine works fine, but often the experience of being wired up to a piece of gadgetry and asked questions by an unfriendly stranger can produce the same symptoms as a lie. Moreover, the best liars tend to be the least troubled by their dissembling and produce the fewest outward clues. Polygraph advocates like to say the technology is 85% to 90% accurate in criminal investigations, but just three years ago the National Research...

Author: /time Magazine | Title: How to Spot a Liar | 8/20/2006 | See Source »

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