Viral Video: Target Ain’t People

When Target gave money in July to a pro-business group in Minnesota, the company thought it was helping its bottom line by backing candidates in its home state who support lower taxes. Instead, the retailer has found itself in a fight with liberal and gay rights groups that has escalated into calls for a nationwide boycott and protests at the company's headquarters and stores. Last weekend, Target customers fed up with Target's "shameless" attempt to buy an election in Minnesota took their message straight to their local store—but with a great creative twist!

It was an embarrassing stumble for a company that has carefully cultivated an image of urbanity and hipness -- and that's earned goodwill with the gay community. The company offers benefits to domestic partners and receives sterling marks from liberal groups for its tolerance of gays. Target has even been an annual sponsor of the Twin Cities Gay Pride Festival. The imbroglio illustrates the pitfalls facing companies after a game-changing Supreme Court decision in January allowing them to contribute unlimited money for political activities -- often with complete anonymity. But corporate donations can still come to light and, when they do, cause unexpected heartburn for public relations. Target declined to publicly discuss the matter in detail, instead releasing the following statement: "We believe that it is impossible to avoid turning any further actions into a political issue and will use the benefit of time to make thoughtful, careful decisions on how best to move forward." Target, Social Media is instantaneous and viral, and seems it is not on your side!

How Brands Helped Save a Movie

What do you do when your film runs out of money on multiple occasions, misses two years' worth of release dates and halts production entirely? You turn to brands for help, says Andrew Hampp, of AdvertisingAge. That's the approach David Salzberg and Christian Tureaud, production partners at High Road Entertainment, took for their film "The Perfect Game," which had a rocky road up until its release last April. The true story, based on a Mexican Little League baseball team's surprise victory in the 1957 Little League World Series, received a bevy of marketing and production support from brands such as Coca-Cola, Fruit of the Loom, Easton Sporting Goods, Ole Tortillas, iTunes and the Little League itself. Because of the brands' support, valued at several million dollars, "The Perfect Game" was finally able to secure distribution in 417 theaters. The film debuted with a respectful $500,000, averaging $1,100 per site. (According to a report in the Los Angeles Times, Messers. Salzberg and Tureaud secured a $5 million deal for promotion and advertising with a New York investment firm to help distribute and promote the movie.) Such active brand involvement in the production and distribution process speaks to an emerging trend in film financing, recently echoed by independent films such as "Crooked Arrows." The film, set in the world of lacrosse, tapped Reebok as its exclusive retail and apparel partner in a deal that helped offset production costs too. Even major studios such as Paramount are recognizing the value in teaming up with brands to help cover the expenditure of producing and marketing major films such as "Transformers," "GI Joe," "Up In the Air" and "Iron Man 2." But having so many key partners involved also speaks to the importance of credible storytelling when dealing with nonfiction scripted entertainment. All of the participating partners came on board either because of the role their brands played in the actual historical events, or because of the film's authentic outreach to young athletes and Hispanics. Mr. Tureaud said that after five years of stops and starts on "The Perfect Game," brands remained the film's only constant supporters. "The film's message is about the inspiration to live your dreams, which are the same core values each of these brands tries to communicate with their audience. It's a testament to the senior executives at these brands that they've built relationships that will last forever with these folks." Several of the brands make appearances in the film itself, including Fruit of the Loom's Spalding, makers of the very baseball pitched during the movie's namesake game. Coca-Cola's logo also appears throughout during key game scenes, and Little League International granted rare permission to use its organization's logo and name throughout the film. "Perfect Game" represents only the third movie the Little League has officially aligned itself with, and the first in nearly a decade following 2001's John Grishman-penned "Mickey." Lance Van Auken, Little League International's VP-communications, said the organization had final approval of the screenplay and has turned down dozens of similar opportunities for movies and TV in the past without exception. "The Perfect Game" was a rare property that captured the organization's mission and commitment to authenticity. "It really speaks to all the values that Little League stands for without sugar-coating things. We know the movie has elements of racism, but those things really happened. We're really proud of our involvement in it," he said.

E-Reader: Will The Technology Become Obsolete?

Books are having their iPod moment, but buyers beware: It could also turn out to be an eight-track moment, warns Geoffrey A. Fowler of the Wall Street Journal. While e-reading devices were once considered a hobby for early adopters, Justin Timberlake is now pitching one on prime-time TV commercials for Sony Corp. Meanwhile, Amazon.com Inc.'s Kindle e-reading device has become its top-selling product of any kind. Forrester Research estimates 900,000 e-readers will sell in the U.S. in November and December. And the IPad is here! But e-reader buyers may be sinking cash into a technology that could become obsolete. While the shiny glass-and-metal reading gadgets offer some whiz-bang features like wirelessly downloading thousands of books, many also restrict the book-reading experience in ways that trusty paperbacks haven't, such as limiting lending to a friend. E-reader technology is changing fast, and manufacturers are aiming to address the devices' drawbacks. "If you have the disposable income and love technology -- not books -- you should get a dedicated e-reader," says Bob LiVolsi, the founder of BooksOnBoard, the largest independent e-book store. But other people might be better-off re-purposing an old laptop or spending $300 on a cheap laptop known as a netbook to use for reading. "It will give you a lot more functionality, and better leverages the family income," he says. For gadget lovers, several factors are converging to make e-reading devices alluring this holiday season. More such devices are debuting than ever to challenge Amazon's Kindle, notably the Nook from Barnes & Noble Inc. Sony also recently launched three new versions of its Reader, which will be sold -- along with devices from smaller makers like Irex Technologies BV -- in dedicated e-book sections of Best Buy Co. stores. Already, these devices are beginning to sell out: Barnes & Noble says people who ordered the Nook after Nov. 20 won't get one until the week of Jan. 4, and Sony says that it can't guarantee delivery of its high-end wireless Reader by Christmas. There's also more selection of books for the devices, with most popular publishers now selling e-books. Also, library-scanning efforts by Google Inc. is producing more than a million out-of-copyright books like "The Adventures of Tom Sawyer" that people can download free. There are only a few holdouts against e-books, including "Harry Potter" author J.K. Rowling. Prices for e-book readers are also dropping. Amazon recently cut the price of the international Kindle to $259 from $279, while Sony sells a new entry-level model for $199. A refurbished first-generation Kindle retails on Amazon for $219. Amazon, Barnes & Noble and other bookstores are also discounting prices on best-selling e-book titles to $10 to lure more readers. Still, it's unclear how -- and on what sort of device -- most people will be comfortable reading e-books. Many people seem perfectly happy reading books on their PCs: Reading Web site Scribd.com, which offers millions of amateur and professional works, is attracting 50 million readers each month. LibreDigital Inc., a distributor of e-books for publishers, says the overwhelming majority of e-book buyers are women who read e-books on an ordinary computer screen, mostly between 4 p.m. and 11 p.m. A growing number of readers are also perusing books on cellphones. Most of the current crop of dedicated e-reading devices try to replicate the traditional reading experience with a screen that's about the size of a paperback novel that displays black-and-white (or, rather, dark grey and light grey) text and graphics. You turn the page by clicking on a button, or using your finger or a stylus to touch the screen. You can buy books online and transfer them to your device with a cable or, on some models, download them directly via a wireless connection. Most e-books, which cost about $10 for popular new titles, are yours at least for the life of your device, though some models let you borrow books for a short period of time from libraries or a friend. Fans of e-readers acknowledge the devices have their flaws. Some fans can't recommend the Kindle to people who aren't technically savvy and might want to purchase their books anywhere other than the Amazon store. That's because the Kindle doesn't read copyright protected files from other bookstores or libraries. It also makes it tough for parents to monitor what their children are reading, if a child has a Kindle that is registered to his parent's Amazon account. That’s because the parent's entire e-book archive is accessible to that child's Kindle-individual titles can't be locked out-. There are technical work-a-rounds for some of these issues, but they require downloading unofficial software. Indeed, many e-book readers place limits on how and where consumers can use them. Only the Nook allows people to share some of their books with a friend by wirelessly transmitting them -- and even then, you can share each book just once and only for 14 days. And only Sony's Readers make it easy to check out free books from Overdrive Inc., the e-book service used by many public libraries. The e-book market is also caught up in a format war, with different companies limiting their devices to certain kinds of e-books, with file types such as .azw and mobipocket on the Kindle and .epub and Adobe Digital Editions on Sony. As a result, there's no guarantee an e-book bought from one online store will work on devices sold by a competitor. Sony has tried to differentiate itself in e-books by supporting an open industry standard called Epub and digital-rights-management software from Adobe. Barnes & Noble recently said it will do the same. But Amazon, which dominates the e-reader market, has so far shown no signs of changing from its own proprietary format. Amazon says it is working on making Kindle books play on more devices, including iPhones, BlackBerrys and PCs. Future e-book readers may be a lot more interactive. Plastic Logic says it will launch a business-oriented reading device early next year that will offer the largest screen yet (8½ inches by 11 inches), along with tools to help business people manage their documents on the go. And while all of the dedicated e-book readers on the market this holiday season use black-and-white screens, color screens are coming late next year. Next year, Apple Inc. is also expected to debut a tablet device that can be used for reading, watching movies, surfing the Web and other interactive tasks.