*michael parekh on IT*

ON A VIDEO HOMAGE RE-IMAGINED

ROCKS AND ROLLS

One can't be too sure about most things these days, but one thing that is almost a sure thing is that the query "#TBRB" is going to be one of the top trending topics on Twitter within a day or two of September 9th.  TBRB, as Dan Neil of the LA Times explains, stands for "The Beatles: Rock Band", and

"... will consume much of the industry's advertising bandwidth this summer ahead of its Sept. 9 release.
A collaboration between MTV Games' Harmonix and the Beatles' Apple Corps Ltd., TBRB -- which had its press debut at the E3 gaming convention in Los Angeles this month -- lets players stand in the Beatles' pointy Italian boots, singing and playing along on peripherals fashioned to look like Paul McCartney's Hofner bass and Ringo Starr's Ludwig drum kit. That's coolness measured in Kelvins."

The reason this piece merits a complete read in my view is this description of how the game is introduced to millions who are both familiar, and not too familiar with what made the "Fab Four" so cool:

"Summing up the Beatles' story is no easy task, and yet -- as per the conventions of video game design -- a summing up of the story, a reprise of the narrative world, must be built into the game itself. These mini-movies are called "cinematics," and they usually appear when the game is booted up. They are also crucial parts of a game's advertising campaign, amounting to online commercials that air endlessly and freely on YouTube and Hulu. These films are a rare instance of meritocracy in advertising art; the better they are, the more they get watched.
For TBRB, Harmonix called on London's Passion Pictures and director Pete Candeland, who have created one of the most beautiful and compelling animated sequences I have ever seen, a pocket masterpiece that in its surrealistic bravura is worthy of "Sgt. Pepper" and "Yellow Submarine." It's also startling in its economy, telling the Beatles' saga in 2:45 minutes. Not bad for a video game."

He goes on to describe in detail how this piece is laid out, and is worth reading even though it may be a bit of a spoiler when we all get to see the clip on YouTube, and when the game is out.   Sounds like it's quite a bit of work, and does it's subject ample justice.

ON A NEW PLAYBOOK FOR CHRYSLER

SOMETHING BORROWED

Normally a story on how one auto company plans on turning around another post a merger would not be head turning in the current environment where all auto companies, especially US ones, seem to be driving in only one direction.  But Time magazine's story on how the CEO of Fiat, Sergio Marchionne, plans on making it's investment in Chrysler a success, caught my eye with this bit:

"Since he took over as chief executive of Italy's Fiat in 2004, the chain-smoking Canadian Italian has used Apple as a model, focusing on the way Steve Jobs transformed it from an also-ran computer company into a global icon of cool. 

He encourages Fiat managers to take a close look at Apple's branding prowess and even asks them to benchmark their activities against the company. 

His biggest success at Fiat is the 500 — a tiny, very cool 21st century version of a 52-year-old Italian icon once driven by movie stars such as Marcello Mastroianni and Sophia Loren — which Marchionne calls "our iPod."

Apparently, Mr. Marchionne intends on using a similar playbook at Chrysler, where his company starts with a 20% stake, that could go as high as 35% depending on how the turnaround goes:

"Marchionne is likely to hew closely to the playbook he used to revive Fiat. On June 10, the day Fiat sealed the deal, he announced a thorough organizational revamp. From now on, each of the four individual brands — Chrysler, Jeep, Dodge and Mopar (which makes parts) — will be distinct business units responsible for profit and loss. He also reached deep into the ranks, bypassing the engineers and putting a younger, energetic generation of managers with marketing experience in charge of the brands. "That's a mirror image of what he did at Fiat," says a longtime Fiat executive. Next up: installing Fiat production platforms at Chrysler plants and using Fiat's sales network to sell Jeeps and other Chrysler models around the world."

Who knows, Mr. Marchionne may even come up with a way to make a car dealership as fun to go to as an Apple store.