Bye Bye Paper Greetings!

Change is inevitable.

Chennai, June 26 Facing up to the reality of a digital age in which interest in greeting cards is diminishing, ITC has exited the category. Launched in the year 2000 under the brand Expressions when the category was estimated at Rs 300 crore and growing at 15-20 per cent, the move comes in the wake of the market size shrivelling to Rs 100 crore.

ITC has also re-branded this business as the Education & Stationery Products Business (earlier known as Greeting, Gifting & Stationery) to accurately reflect its current focus on the Rs 9,000-crore market that comprises notebooks, copier and printer paper, writing instruments and ‘scholastic products’ (erasers, geometry boxes, sharpeners and the like). In the previous fiscal, greeting cards contributed only 5 per cent of the business unit’s turnover. Cheaper telephony and cell phone SMS services have proved to be a double whammy for greeting cards, while e-greetings has also contributed to the decline.

Mr Chand Das, Chief Executive, ITC-Education & Stationery Products Business, told Business Line that the company decided sometime last year to withdraw from the category and has since stopped production. ITC’s paperboards and speciality papers facility at Bhadrachalam has invested in equipment worth Rs 500 crore that will manufacture and supply the paper. Mr Das said ITC is the largest national player in the Rs 3,000-crore notebooks market with a market share of 8 per cent, followed by Navneet Publications at 5 per cent and Ballarpur Industries Ltd (BILT) at 2 per cent. Considering that these national brands account for just 15 per cent of the market, there is a huge opportunity for turning a commodity market into a branded market, he said. Also, given that the segment is growing at 9-10 per cent every year, he expects it to double in size over 6-7 years. “The notebooks, branded Classmate and PaperKraft, will cater to the student and executive segment. The printer and copier paper will also be branded PaperKraft. This category is estimated at Rs 1,800 crore, where JK Paper, BILT and Tamil Nadu Newsprint and Papers account for 70 per cent of the market. ITC’s notebooks business has been growing at 100 per cent every year for the last three years, Mr Das said, pointing out, though, that the growth came on a small base. In general, branded notebooks are priced 10-20 per cent higher than unbranded ones.

Most of the categories that are aimed at students will go by the Classmate name, including pencils and scholastic products, some of which will be outsourced from China. Of the Rs 9,000-crore market, writing instruments are the next biggest category, estimated at Rs 2,500 crore. Between October and December of this year, ITC will launch pens and pencils (the latter a Rs 400-crore market) that straddle the low-end, mid-range and premium segments of this category, Mr Das said. This business unit has, over the years, set up a separate distribution chain to market its stationery products.
Mr Das expects the education and business products unit to cross the Rs 1,000-crore turnover mark in five years from now. The business unit ended the previous financial year with a turnover of Rs 180 crore and expects to double that by the end of the current fiscal.

Archies, a leading player in the greeting cards business which has a 50 per cent plus market share, has also seen a steady decline in its profit margins in this business over the past few years. Between 2003-04 and 2006-07, even though Archies’ greeting cards sales rose from Rs 34 crore to Rs 38 crore, its profits from this business slid from Rs 9.78 crore to Rs 8.12 crore.

Danny Boyle’s 15 Golden Rules of Moviemaking

1. A DIRECTOR MUST BE A PEOPLE PERSON • Ninety-five percent of your job is handling personnel. People who’ve never done it imagine that it’s some act, like painting a Picasso from a blank canvas, but it’s not like that. Directing is mostly about handling people’s egos, vulnerabilities and moods. It’s all about trying to bring everybody to a boil at the right moment. You’ve got to make sure everyone is in the same film. It sounds stupidly simple, like ‘Of course they’re in the same film!’ But you see films all the time where people are clearly not in the same film together.
2. HIRE TALENTED PEOPLE • Your main job as a director is to hire talented people and get the space right for them to work in. I have a lot of respect for actors when they’re performing, and I expect people to behave. I don’t want to see people reading newspapers behind the camera or whispering or anything like that.
3. LEARN TO TRUST YOUR INSTINCTS • Ideally, you make a film up as you go along. I don’t mean that you’re irresponsible and you’ve literally got no idea, but the ideal is that you’ve covered everything—every angle—so that you’re free to do it any of those ways. Even on low-budget films, you have financial responsibilities. Should you fuck it up, you can still fall back on one of those ways of doing it. You’ve got Plan A to go back to, even though you should always make it with Plan B if you can. That way keeps it fresh for the actors, and for you.
4. FILM HAPPENS IN THE MOMENT • What’s extraordinary about film is that you make it on the day, and then it’s like that forever more. On that day, the actor may have broken up with his wife the night before, so he’s inevitably going to read a scene differently. He’s going to be a different person.
I come from theater, which is live and changes every night. I thought film was going to be the opposite of that, but it’s not. It changes every time you watch it: Different audiences, different places, different moods that you’re in. The thing is logically fixed, but it still changes all the time. You have to get your head around that.
5. IF YOUR LAST FILM WAS A SMASH HIT, DON’T PANIC • I had an obsession with the story of 127 Hours, which pre-dated Slumdog Millionaire. But I know—because I’m not an idiot—that the only reason [the studio] allowed us to make it was because Slumdog made buckets of money for them and they felt an obligation of sorts. Not an obligation to let me do whatever I want, but you kind of get a free go on the merry-go-round.
6. DON’T BE AFRAID TO TELL STORIES ABOUT OTHER CULTURES • You can’t just hijack a culture for your story, but you can benefit from it. If you go into it with the right attitude, you can learn a lot about yourself, as well as about the potential of film in other cultures, which is something we tried to do with Slumdog Millionaire… Most films are still made in America, about Americans, and that’s fine. But things are changing and I think Slumdog was evidence of that. There will be more evidence as we go on.
7. USE YOUR POWER FOR GOOD • You have so much power as director that if you’re any good at all, you should be able to use that to the benefit of everyone. You have so much power to shape the movie the way you want it that, if you’re on form and you’ve done your prep right and you’re ready, you should be able to make a decent job of it with the other people.
8. DON’T HAVE AN EGO • Your working process—the way you treat people, your belief in people—will ultimately be reflected in the product itself. The means of production are just as important as what you produce. Not everyone believes that, but I do. I won’t stand for anyone being treated badly by anyone. I don’t like anyone shouting or abusing people or anything like that. You see people sometimes who are waiting for you to be like that, because they’ve had an experience like that in the past, but I’m not a believer in that. The texture of a film is affected very much by the honor with which you make it.
9. MAKE THE TEST SCREENING PROCESS WORK FOR YOU • Test screenings are tough. It makes you nervous, exposing the film, but they’re very important and I’ve learned a great deal from using them. Not so much from the whole process of cards and the discussions afterwards, but the live experience of sitting in an auditorium with an audience that doesn’t know much about the story you’re going to tell them—I find that so valuable. I’ve learned not so much to like it, but to value how important it is. I think you have to, really.
10. COME TO THE SET WITH A LOOK BOOK • I always have a bible of photographs, images by which I illustrate a film. I don’t mean strict storyboards, I just mean for inspiration for scenes, for images, for ideas, for characters, for costumes, even for props. These images can come from anywhere. They can come from obvious places like great photographers, or they can come from magazine advertisements—anywhere, really. I compile them into a book and I always have it with me and I show it to the actors, the crew, everybody!

11. EVEN PERFECT FORMULAS DON’T ALWAYS WORK • As a director your job is to find the pulse of the film through the actors, which is partly linked to their talent and partly to their charisma. Charisma is a bit indefinable, thank God, or else it would be prescribed in the way that you chemically make a new painkiller. In the movies—and this leads to a lot of tragedy and heartache—you can sometimes have the most perfect formula and it still doesn’t work. That’s a reality that we are all victims of sometimes and benefit from at other times. But if you follow your own instincts and make a leap of faith, then you can at least be proud of the way you did it.
12. TAKE INSPIRATION WHERE YOU FIND IT • When we were promoting Slumdog Millionaire, we were kind of side-by-side with Darren Aronofsky, who was also with Fox Searchlight and was promoting The Wrestler. I watched it and it was really interesting; Darren just decided that he was going to follow this actor around, and it was wonderful. I thought, ‘I want to make a film like that. I want to see if I can make a film like that.’ It’s a film about one actor. It’s about the monolithic nature of film sometimes, you know? It’s about a dominant performance.
13. PUSH THE PRAM • I think you should always try to push things as far as you can, really. I call it “pushing the pram.” You know, like a stroller that you push a baby around in? I think you should always push the pram to the edge of the cliff—that’s what people go to the cinema for. This could apply to a romantic comedy; you push anything as far as it will stretch. I think that’s one of your duties as a director… You’ll only ever regret not doing that, not having pushed it. If you do your job well, you’ll be amazed at how far the audience will go with you. They’ll go a long, long way—they’ve already come a long way just to see your movie!
14. ALWAYS GIVE 100 PERCENT • You should be working at your absolute maximum, all the time. Whether you’re credited with stuff in the end doesn’t really matter. Focus on pushing yourself as much as you can. I tend not to write, but I love bouncing off of writing; I love having the writers write and then me bouncing off of it. I bounce off writers the same way I bounce off actors.
15. FIND YOUR OWN “ESQUE” • A lesson I learned from A Life Less Ordinary was about changing a tone—I’m not sure you can do that. We changed the tone to a kind of Capra-esque tone, and whenever you do anything more “esque,” you’re in trouble. That would be one of my rules: No “esques.” Don’t try to Coen-esque anything or Capra-esque anything or Tarkovsky-esque anything, because you’ll just get yourself in a lot of trouble. You have to find your own “esque” and then stick to it.

Source and Thanks to  http://www.moviemaker.com/articles-directing/danny-boyle-15-golden-rules-filmmaking/

Divorce

When I got home that night as my wife served dinner, I held her hand and said, "I’ve got something to tell you". She sat down and ate quietly. Again I observed the hurt in her eyes. Suddenly I didn’t know how to open my mouth. But I had to let her know what I was thinking. "I want a divorce". I raised the topic calmly.

She didn’t seem to be annoyed by my words, instead she asked me softly," why?" I avoided her question. This made her angry. She threw away the chopsticks and shouted at me, "You are not a man!" That night, we didn’t talk to each other. She was weeping. I knew she wanted to find out what had happened to our marriage. But I could hardly give her a satisfactory answer; she had lost my heart to Jane. I didn’t love her anymore. I just pitied her!

With a deep sense of guilt, I drafted a divorce agreement which stated that she could own our house, our car, and 30% stake of my company. She glanced at it and then tore it into pieces. The woman who had spent ten years of her life with me had become a stranger. I felt sorry for her wasted time, resources and energy but I could not take back what I had said for I loved Jane so dearly. Finally she cried loudly in front of me, which was what I had expected to see. To me her cry was actually a kind of release. The idea of divorce which had obsessed me for several weeks seemed to be firmer and clearer now.

The next day, I came back home very late and found her writing something at the table. I didn’t have supper but went straight to sleep and fell asleep very fast because I was tired after an eventful day with Jane. When I woke up, she was still there at the table writing. I just did not care so I turned over and was asleep again.

In the morning she presented her divorce conditions: she didn’t want anything from me, but needed a month’s notice before the divorce. She requested that in that one month we both struggle to live as normal a life as possible. Her reasons were simple: our son had his exams in a month’s time and she didn’t want to disrupt him with our broken marriage. This was agreeable to me. But she had something more, she asked me to recall how I had carried her into out bridal room on our wedding day.

She requested that every day for the month’s duration I carry her out of our bedroom to the front door ever morning. I thought she was going crazy. Just to make our last days together bearable I accepted her odd request.

I told Jane about my wife’s divorce conditions. She laughed loudly and thought it was absurd. "No matter what tricks she applies, she has to face the divorce", she said scornfully.

My wife and I hadn’t had any body contact since my divorce intention was explicitly expressed. So when I carried her out on the first day, we both appeared clumsy. Our son clapped behind us, daddy is holding mommy in his arms. His words brought me a sense of pain. From the bedroom to the sitting room, then to the door, I walked over ten meters with her in my arms. She closed her eyes and said softly; don’t tell our son about the divorce. I nodded, feeling somewhat upset. I put her down outside
the door. She went to wait for the bus to work. I drove alone to the office.

On the second day, both of us acted much more easily. She leaned on my chest. I could smell the fragrance of her blouse. I realized that I hadn’t looked at this woman carefully for a long time. I realized she was not young any more. There were fine wrinkles on her face, her hair was graying! Our marriage had taken its toll on her. For a minute I wondered what I had done to her.

On the fourth day, when I lifted her up, I felt a sense of intimacy returning. This was the woman who had given ten years of her life to me. On the fifth and sixth day, I realized that our sense of intimacy was growing again. I didn’t tell Jane about this. It became easier to carry her as the month slipped by. Perhaps the everyday workout made me stronger.

She was choosing what to wear one morning. She tried on quite a few dresses but could not find a suitable one. Then she sighed and said to herself, " All my dresses have grown bigger."  I suddenly realized that she had grown so thin, that was the reason why I could carry her more easily. Suddenly it hit me… she had buried so much pain and bitterness in her heart. Subconsciously I reached out and touched her head.

Our son came in at the moment and said, Dad, it’s time to carry mom out. To him, seeing his father carrying his mother out had become an essential part of his life. My wife gestured to our son to come closer and hugged him tightly. I turned my face away because I was afraid I might change my mind at this last minute. I then held her in my arms, walking from the bedroom, through the sitting room, to the hallway. Her hand surrounded my neck softly and naturally. I held her body tightly; it was just like our wedding day.

But her much lighter weight made me sad. On the last day, when I held her in my arms I could hardly move a step. Our son had gone to school. I held her tightly and said, I hadn’t noticed that our life lacked intimacy.

I drove to office…. jumped out of the car swiftly without locking the door. I was afraid any delay would make me change my mind…I walked upstairs. Jane opened the door and I said to her, "Sorry, Jane, I do not want the divorce anymore".

She looked at me, astonished, and then touched my forehead. "Do you have a fever?" She said. I moved her hand off my head. "Sorry, Jane", I said, "I won’t divorce. My marriage life was boring probably because she and I didn’t value the details of our lives, not because we didn’t love each other anymore. Now I realize that since I carried her into my home on our wedding day I am supposed to hold her until death do us apart".

Jane seemed to suddenly wake up. She gave me a loud slap and then slammed the door and burst into tears. I walked downstairs and drove away.

At the floral shop on the way, I ordered a bouquet of flowers for my wife. The salesgirl asked me what to write on the card. I smiled and wrote, 'I’ll carry you out every morning until death do us apart'.

That evening I arrived home, flowers in my hands, a smile on my face, I run up stairs, only to find my wife in the bed – dead.

My wife had been fighting CANCER for months and I was so busy with Jane to even notice. She knew that she would die soon and she wanted to save me from the whatever negative reaction from our son, in case we push through with the divorce.– At least, in the eyes of our son— I’m a loving husband….

The small details of your lives are what really matter in a relationship. It is not the mansion, the car, property, the money in the bank. These create an environment conducive for happiness but cannot give happiness in themselves. So find time to be your spouse’s friend and do those little things for each other that build intimacy. Do have a real happy marriage!

This story was submitted by Nicole Cauley.