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[P187]People That Got Shot
by Kaye Marks, Kay

The company that makes this series of games, Blizzard, recently released a lot of information on the third game in the series set to be released some time in the near future. They showed a trailer of the new game to showcase all of the differences between the new one and the one that came before it.

The problem arose from a core group of people who loved the first two games and felt that Blizzard was abandoning them with the new game. How were they doing this? The style of the first games were very dark and gothic, while the new one was far brighter and friendly looking. It appears as if the company is trying to reach a broader audience by lightening the overall look of the game, something fans of the earlier games are displeased with. In fact, they currently have an online petition they're going to send to the company with thirty thousand signatures on it already.

What's the lesson here? These people are hurt by the fact that they feel the company doesn't care about them anymore. They're some of the people who helped make the company into the giant that it is by supporting the earlier games when they weren't as well known. Now that the company is big these people are having their opinions ignored in favor of something that will appeal more to the general public.

Whenever you release something new there is always going to be the risk that you alienate your loyal customers if you don't give them the attention they need. When you use color printing to send out those advertisements you may be met with a backlash from the people you thought were going to support you the most if you take that support for granted.

It's easy to lose sight of the people who are already shopping with you because most companies focus their color printing on getting new customers. Why would you advertise to people who are already giving you plenty of business?

Too often this ends up losing a company more business than they bring in with new customers. If your company is small enough you may find that every sale is going to be important to you and every customer will be highly valued.

In a case like this you need to be extra careful about never forgetting that the people who are loyal to you are the ones that helped establish you in the marketplace to begin with. These are the people you need to be rewarding, not ignoring.

Even major companies like Blizzard can suffer from this problem if they aren't careful. What kind of long term affect this will have on the company remains to be seen, but odds are good if they keep ignoring their loyal customers, they might end up losing as many customers as they gain. Don't let this happen to your company.


(Most DVD's now have a ?behind-the-scenes? section. Many people like seeing what really happened to ?get the shot?. Everybody likes aerials, usually shot from a helicopter. But behind the scenes of those beautiful floating shots are some dangerous maneuvers. This is the first part of a story about one of our aerial film shoots filming the Apache helicopter, with flash-backs to the high-speed, dangerous moves the helicopter takes to film a cruise ship in the deep dark Caribbean an hour before sunset in golden hour.)

It was a moonless night. I was in a helicopter over a Texas forest.

I was in one of those moments where it doesn't matter what time it is, what day it is, what year it is.

We had finished a long hard day of filming helicopter aerials of the U.S. Army's Apache helicopter. We were headed for home but there was just one more shot to get.

I was scooted over as far as I could in the seat of the Bell Long Ranger, which is the helicopter of choice when shooting aerials. I was fully against the left door, watching the pilot not watching where we were going.

Why was I pressed so firmly against the door?

It was as far as I could get away from the certain danger I was in.

I looked through the Plexiglas window of the flimsy door and saw the dark pines of Texas drifting by silently down below in the pitch-black night.

?About a three hundred foot drop,? I thought to myself.

?If I open the door quickly, unsnap my harness and jump I might?.no, that wouldn't work. The helicopter weighed much more than me so it would pass me on the way down. And the spinning rotor blades were the real danger, as I learned on a helicopter shoot at Lake Powell.

FLASHBACK TO LAKE POWELL SHOOT - We were shooting aerials for a brilliant Italian director, Roberto del Orto. The shot was for the helicopter camera to rise up rapidly in a narrow canyon of sheer rock walls on either side of us. We were doing a rapid ascent to reveal two stunt people playing tennis across the canyon gap. But any gust of wind, any updraft could easily buffet us into the rock wall, snap the rotor blades and we would be a quickly dropping projectile down to the icy black water below.

?If we hit the wall, don't jump out ?til I tell you,? Rod, my helicopter pilot, told me as we entered the canyon. The canyon walls pinched in closer and closer until we had about three feet of clearance.

?If we go down, I've got to lay the helicopter over to bust off the rotor blades on the water's surface. So don't get out until I tell you they've snapped off. We'll still have a minute or so to get out before it sinks. I'll try to lay it over so your side is up. I'll swim out underneath.?

That was way too much detail for the twenty seconds it took to say. But my helicopter pilot always cut to the chase. He was on borrowed time. His doctor told him he had cancer. Rod walked out of his office. That was eight years ago.

This would be the fourth film shoot I'd put my life in his hands. The first time was shooting a cruise ship in the Caribbean. The maneuver was for him to fly the helicopter sideways at the cruise ship, which was cruising at us about 18 knots. We would come in low over the water so the cruise ship's bow looked huge in the frame, then, Rod would pull his collective and we'd rise up like an express elevator, just missing the bow of the ship.

At this point, my doorway would start to facing down as we passed quickly over the flying bridge (where the white uniformed crew were standing), then over the smoke stack.

Now, the chopper would be virtually laying on it's side, my camera door pointing down. I would slide out if it weren't for centrifugal force.

Then, the helicopter would rotate 180 degrees and start to fall toward the back of the ship but would level off before we hit the water. In the camera frame it would appear that the ship had rotated in the frame, spinning on the center point of the smoke stacks, then sailed away into the distance.

The first flyover was a test.

Hmmm. I reviewed how much I was getting paid for this gig.

It didn't matter because I'd never get a chance to spend it. We raced back out past the ship to get at our start point again. In the business we call it ?back to one? as in back to your start position.

There was the ship. White. The ocean. Dark blue/black. 10 miles to shore. A long swim. Sharks?

?Roll Camera,? the director yelled over the helicopter noise. My thumb punched the trigger on the camera.

The second rehearsal pass begins. The bow of the ship is coming at us, closing speed about 120 knots. It looks a lot closer in real life than through the wide-angle lens. Will we pull up in time? Whether my lights went out or stayed on would be determined by the timing of Rod's pull up. It was all in Rod's hands.

(NEXT EPISODE: NEAR MISS)
Article Source : Marketing

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Both Kaye Marks & Paul Fletcher Murray are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Kaye Marks has sinced written about articles on various topics from Marketing, Marketing and Environment. . Kaye Marks's top article generates over 12100 views. to your Favourites.

Paul Fletcher Murray has sinced written about articles on various topics from Marketing. See some Fletch's aerial film work of cruise ships, jetski's, and Apache helicopters at? .? Email Fletch at. Paul Fletcher Murray's top article generates over 480 views. to your Favourites.
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