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At Comic-Con, a Testing Ground for Toymakers

July 21st, 2011

THIS summer’s hottest toys won’t be coming to a toy aisle near you. The only place to get them will be at Comic-Con International in San Diego.

Since 1970, the city has hosted Comic-Con, and on Thursday, the annual comic book convention will open again, attracting an estimated 125,000 fans, many in capes and tights. And toymakers like Mattel and Hasbro, sensing an opportunity to make a closer connection with those fans, have been attending for years, offering a look at their latest toys and a peek at the ones to come.

“It’s a unique opportunity for us as a company to interact with the fans,” said John Frascotti, chief marketing officer for Hasbro. “As a company that’s committed to that audience, we see an opportunity to provide something unique that they could not ordinarily get.”

But as Comic-Con has grown, it has pulled other entertainment industries into its orbit: video game makers, TV producers and Hollywood studios, all jostling for the attention of the crowds in the massive convention hall.

To fend off the growing competition and better attract their fan base, toymakers started adding bells and whistles to their toys, offering bigger and deluxe versions, often in packaging with light and sound features. And because these toys could not be found anywhere else, collectors spent their precious convention time waiting in line for a chance to buy them.

“For this consumer, it is really important that they have something special, something they can display at home,” said Jill Nordquist, senior director of marketing for entertainment brands at Mattel. “It really is about the presentation.”

Mattel first attended Comic-Con in 2000 with a small offering, but it has expanded every year since. This year, its largest toy is a 20-inch articulated replica of the Stay Puft Marshmallow Man from the movie “Ghostbusters” that comes with a city diorama and is packaged inside a box that resembles a suitcase. Other toys include Swamp Thing, a character from the DC Universe, which includes eco-themed packaging of a paper pulp mold of the character’s head, and Blazing Sword Voltron, a version of the robot from the “Voltron” TV series, with packaging that includes a sound bite from the opening of the original series.

For Hot Wheels collectors, Mattel has two vehicles up for grabs: a replica of the DeLorean car from the movie “Back to the Future” that comes with a movie diorama, and a dairy truck in a package designed to look like a Franken Berry cereal box.

“The key difference with the Comic-Con offerings is the packaging,” Ms. Nordquist said, adding that the casual mass-market consumer would not appreciate the special features as much.

Toy companies have been cultivating the Comic-Con audience for years, said Stacy Leistner, spokesman for the Toy Industry Association, an industry trade group. Toymakers are willing to offer more at Comic-Con because it provides a prime opportunity to receive crucial feedback on top product lines.

“There is a real desire to hear from fans,” Mr. Leistner said. “The feedback they receive will be incorporated into the next generation of products.”

Mattel declined to say how much it spent on Comic-Con, but Ms. Nordquist said the niche audience that attended the convention was important to the company. “When we look at this collector, this focus is not on driving huge volume,” she said. “It’s understanding the collector community.”

To help build that connection, Mattel invites its product and packaging designers to the convention to interact with fans at panel discussions and autograph signings.

“Packaging is not just something to hold the figure,” said Frank Varela, an art director for Mattel who worked on the packaging for this year’s exclusives and will be attending the show. “Packaging enhances the experience of having the toy. It harkens to nostalgia for the fan boys.”

The Still-Life Mentor to a Filmmaking Generation

June 26th, 2011

For much of a half-century of taking quiet, subtly powerful pictures that demand and reward long looking, Jerome Liebling has been known as a photographer’s photographer. The label is both a high compliment and an acknowledgment that Mr. Liebling, now 82, has not enjoyed the acclaim accorded to many of his contemporaries who first took their cameras to the streets of New York after World War II.

But a more fitting way to describe Mr. Liebling would be as a documentarian’s photographer. And judged by that standard, his work has rarely suffered from a lack of attention. In fact, spend any time watching the films of Ken Burns, or those of the legions of documentary makers he has inspired, and you will see Mr. Liebling’s work, in a sense, even if you have never laid eyes on one of his photographs.

His influence on a generation of nonfiction filmmakers — what Mr. Burns describes as “all of us coming within Jerry’s radiational sphere” — will be the subject of a tribute tonight at the Museum of Television and Radio by several of the students taught by Mr. Liebling, starting in the early 1970’s.

While Mr. Burns is probably the best known of the group, Mr. Liebling also taught Buddy Squires, the cinematographer who has helped to shape many of Mr. Burns’s films, as well as the directors Roger Sherman, Kirk Simon, Karen Goodman and Amy Stechler, who have several Emmys and Academy Award nominations among them. Sometimes called the Hampshire Mafia, they all attended Hampshire, the experimental college in Amherst, Mass., which has produced an unusual number of successful filmmakers and photographers.

Interviewed this week in a Midtown Manhattan studio as he was editing “The War,” an epic soldier’s-eye view of World War II that is to run next year on PBS, Mr. Burns described how he set off for Hampshire College in 1971 with youthful Hollywood dreams of becoming the next John Ford. But under the tutelage first of the photographer Elaine Mayes and then of Mr. Liebling, and no doubt also propelled by Hampshire’s Age of Aquarius idealism — no grades, no departments, no tenure — he fell in love with the power and relative purity of documentary filmmaking.

Mr. Burns recalled how he and his fellow students were terrified of Mr. Liebling. A gravel-voiced Brooklynite who had served with the 82nd Airborne Division in World War II before studying with Paul Strand and joining the Photo League, Mr. Liebling had founded one of the first college-level photography and film programs at the University of Minnesota, where he spent 20 years. The fear was fueled less by Mr. Liebling’s gruffness, he said, than by the fierce honesty of his teaching and by his pictures, which were firmly rooted in the social documentary tradition but seemed to have a resonance that transcended their genre.

“He was so authentic, in a way that a lot of us had never experienced,” Mr. Burns said. “You wanted to be like him. You wanted to tell the truth. You’d go out to take pictures with him, and we all saw the same things he did, and then we’d come back, and he’d put up his prints, and you’d put up yours, and you were devastated.”

He added, still seeming to wince all these years later at the memory: “Sometimes you’d do some work you thought was really great, and you’d show it to him, and he’d stand there for a while and then say, ‘Well …’ And it was like, ‘Oh God.’ That was all it took. That ‘well.’ You knew you hadn’t done it.”

Mr. Liebling is often mentioned in the company of other photographers with cult followings among their peers, like Frederick Sommer or Dave Heath, whose classic 1965 collection, “A Dialogue with Solitude,” has long been out of print. But Mr. Liebling’s interest in documentary filmmaking — which he has also pursued through the years — has embedded his legacy deeply in the American documentary style that has emerged over the last 30 years.

On the most practical level, Mr. Burns said, Mr. Liebling led him to realize how still photographs could be incorporated powerfully into documentaries. It’s a technique that has become so closely associated with Mr. Burns’s style that Apple’s iPhoto software now offers a feature called the Ken Burns Effect, which incorporates slow, portentous zooms and pans into otherwise ordinary slide shows of family snapshots.

“The essential DNA of all my films issues from still photography,” Mr. Burns said. But Mr. Liebling’s influence on his work, he said, reached much deeper, to a personal and ultimately philosophical level that has guided many of his choices of subject and approach. » Read more: The Still-Life Mentor to a Filmmaking Generation