Corporate types love this sort of 'mixing of the bodily fluids' so their enthusiasm about the program is predictable. What I found laughable were the assessments of Ashwin Joshi, professor of marketing at York University, who was quoted in The Toronto Star.
"It's a very good idea because it will be attractive to young customers. A 25-year-old is asking, `Do I want air miles? Travel's not high on my agenda or do I want movie passes? Movies are high on my agenda,'" Joshi said.Joshi assumes that 25 year olds are incapable of planning for the future then he proceeds to act out the thought process of that 25 year old. While it is impossible to prove in a newspaper article, Joshi was probably wielding a sock puppet to represent said 25 year old.
"(Young people) is a good segment to go after because if you can catch them early and keep them for life, you'll do well."Whereas I think Joshi did not give 25 year olds enough credit with his previous statement, I think he gives them too much credit with this one. My generation are a bunch of johnny-come-latelys whether it be towards employers, social causes, or products. 'Easy come, easy go' is our motto.
Joshi does come to his senses in his disapproval of the changing of the Paramount's name to Scotiabank Theatre. However, I won't bother quoting him there since a 15 year old moviegoer quoted in the article says it so much better:
"I don't like it. It's a little irritating. It's like the SkyDome becoming the Rogers Centre"True enough. I have my own list of new names for the Paramount Theatre:
- "The Videodrome"
- "The Bank and Tank"
- "Pay bank fees to withdraw your money so that you can give it to the entertainment corporation that we are sleeping with - har har har"
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