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Brands Celebrate Controversy- Free News Event. It’s been a tough year in the news. White supremacists are committing acts of domestic terrorism.
North Korea is threatening nuclear war. Watch The Hunting Ground (2015) Movie Stream there. Trump is president. How are brands supposed to have fun on social media when all this bad stuff is happening?! The great American solar eclipse is how.
On Monday, brands unleashed a torrent of tweets about the solar eclipse. Most of them features circular products that the specific companies want you to think about when you put on those glossy eclipse glasses and stare up at the sky, as the circular moon slowly obscures the circular sun. Most of the tweets involve moving the circular product in front of the sun, as if it were the moon in a solar eclipse. There’s not a whole lot else a brand can do to celebrate an eclipse, aside from give away some free circular products, which some brands did. But that’s not the point. We had a completely non- controversial event that captivated the internet like the eclipse since, I dunno, 2.
Remember the dress?) Now, a little over halfway through this garbage year, everyone can look up at the sky and enjoy a completely non- political act of natural wonder. This is exactly the kind of fun that brands want to capitalize on, and they might not get the chance to do it again until 2. Without further ado, here are the tweets. They’re mostly predictable, but shit gets good when brands use the eclipse as an excuse to throw shade at their competitors. The last one is the best.
Marvel. White Castle. Outback Steakhouse. Krispy Kreme. Delta.
Denny’s. Toblerone (?)Sprint. Waffle House. Cinnabon. Domino’s (featuring Di.
The Uncanny Sound Illusion That Creates Suspense in Christopher Nolan's Movies. Ever notice how Christopher Nolan’s movies (Interstellar, Inception, The Prestige) feel like an anxiety attack? Well, maybe that’s overstating things a bit. But the director does have a knack for creating an unnerving degree of tension. Turns out he’s using a little bit of musical magic to do it. The magic is actually a science- based audio illusion called a Shepard tone.
Named after psychologist Roger Shepard, a pioneer in our understanding of spatial relation, the effect sounds like an infinitely ascending or descending scale. The tones are constantly moving upwards or downwards, but they never seem to reach a pinnacle or nadir. This is accomplished by stacking scales on top of each other—typically one treble scale, one midrange, and one bass—with an octave in between, then playing them in a continuous loop. A Shepard tone is sometimes referred to as the barber pole of sound. You can even see the similarity, when you hear it and look at the spectrum view of a Shepard tone. Don’t listen to this too long, or you might lose your mind: Anyways, Christopher Nolan just loves this. With longtime collaborator Hans Zimmer, the acclaimed director has used a Shepard tone in almost every one of his films in the last decade.
He even writes his scripts to match the effect. In a recent interview, Nolan explained how he used Shepard tones in his newest film, Dunkirk: The screenplay had been written according to musical principals. There’s an audio illusion, if you will, in music called a “Shepard tone” and with my composer David Julyan on “The Prestige” we explored that and based a lot of the score around that. And it’s an illusion where there’s a continuing ascension of tone. It’s a corkscrew effect. It’s always going up and up and up but it never goes outside of its range. And I wrote the script according to that principle.
I interwove the three timelines in such a way that there’s a continual feeling of intensity. Increasing intensity.
So I wanted to build the music on similar mathematical principals. Knowing this, you gain a deeper understanding of films like Interstellar, Inception, and The Prestige. It also explains why these films seem somehow inconclusive. A Shepard’s tone creates a conflict that can’t be resolved, just like Nolan’s plots.