Buddhi Free
Enlightenment under the Buddhi Free

When Star Wars was released in May 1977, Time magazine hailed it as “The Year’s Best Movie” and characterised the special quality of the film with the statement: “It’s aimed at kids – the kid in everybody”. Many film scholars, highly critical of the aesthetic and ideological preoccupations of Star Wars and of contemporary Hollywood cinema in general, have elaborated […]

Consumer behaviour Why do the end consumers consume what they consume? What was it about Star Wars that made it the phenomenon that it became back in the summer of 1977? Consumers evaluate alternatives in terms of the functional and psychological benefits that they offer. The marketing organization needs to understand what benefits consumers are […]

“It wasn’t like a movie opening,” actress Carrie Fisher, who played rebel leader Princess Leia, later told Time magazine. “It was like an earthquake.” Beginning with–in Fisher’s words–“a new order of geeks, enthusiastic young people with sleeping bags,” the anticipation of a revolutionary movie-watching experience spread like wildfire, causing long lines in front of movie […]

Above the line (ATL), below the line (BTL), and through the Line (TTL), in organizational business and marketing communications, are different ways companies try and sell their products. In a nutshell, while ATL communications use media that are broadcast and published to mass audiences, BTL communications use media that are more niche focused. Both ATL […]