Sunday, July 14, 2019

What 'Stranger Things' season 3 says about Netflix marketing strategy - Business Insider

What 'Stranger Things' season 3 says about Netflix marketing strategy - Business Insider


What 'Stranger Things' season 3 says about Netflix marketing strategy - Business Insider

Posted: 13 Jul 2019 06:16 AM PDT

Netflix propelled "Stranger Things" to what it described as the biggest four-day opening in the platform's history when the 1980s-inspired series returned for a third season on July 4.

Of course, Netflix forced fans to wait more than a year and a half for new episodes, which may have had something to do with the monstrous opening.

But the success of the return of "Stranger Things" was also owed to a massive, strategic marketing effort within Netflix that enlisted brands like Coca-Cola, Nike, and Baskin-Robbins to help promote the show in channels, like retail stores, that Netflix couldn't reach itself.

Read more about how "Stranger Things" supercharged Netflix's work with brands like Lyft and Coca-Cola: 'Stranger Things' is back. Here's how Netflix used brands like Coca-Cola and Baskin-Robbins in a massive marketing push for its return

With a Nike collection, custom Coke cans, themed Whoppers at Burger King, an H&M clothing line, Lego sets, and specially made flavors at Baskin-Robbins, it was nearly impossible to not know "Stranger Things" was coming back.

Check out how Netflix approached Baskin-Robbins for an ice-cream partnership: Netflix's 'Stranger Things' partnership with Baskin-Robbins started with a cold reach-out on LinkedIn that one exec thought was a joke

The partnerships have been a test for Netflix to see how audiences will take to interacting with its original franchises outside of the platform — and seeing Netflix characters associated with brands.

The deals seem to be paying off for Netflix, as well as its brand partners, including Coca-Cola.

Read more about how Coca-Cola won the third season of "Stranger Things": Coca-Cola was the biggest brand winner from Netflix's 'Stranger Things' season 3. Here are the other brands that got a sizable boost.

Netflix marketed "Stranger Things" heavily on its own, too, with trailers for the upcoming season, billboards on the Sunset Strip, spotlights within the platform, and '80s-themed carnivals at Coney Island in New York and the Santa Monica Pier in California, among other efforts.

The overall campaign demonstrates how Netflix is evolving the way it markets its flagship shows, and tapping into new channels, audiences, and advertising dollars with the help of other brands.

Find out how Netflix is thinking like a movie studio to tap into more marketing opportunities: How Netflix and HBO are opening up marketing opportunities for their TV shows that usually only blockbuster movies get

Have an idea for another story or a Netflix tip? Let me know at ARodriguez@businessinsider.com.

A 'spooky' effect of physics that Einstein couldn't believe has been photographed for the first time - INSIDER

Posted: 13 Jul 2019 12:01 PM PDT

  • Albert Einstein's work in part led to the prediction of quantum entanglement: the idea that two particles can remain connected across vast distances of space and time.
  • Einstein found the idea absurd and "spooky," but it has since been proven with countless quantum physics experiments.
  • No had ever photographed entangled photons (pieces of light), though, until one research team recently did so with a high-tech laser experiment.
  • Visit Business Insider's homepage for more stories.

The black-and-white photo above isn't much to look at. However, the ghostly, eye-like shapes illustrate a strange phenomenon that rattled Albert Einstein so much that he died disbelieving it could exist.

The picture represents the first-ever photograph of quantum entanglement, or the "spooky" pairing of particles.

"The image we've managed to capture is an elegant demonstration of a fundamental property of nature, seen for the very first time in the form of an image," Paul-Antoine Moreau, a physicist at the University of Glasgow, said in a press release.

Moreau led a team of researchers who managed to create the image, which the group published in a study on Friday in the journal Science Advances.

Quantum entanglement 101

Quantum entanglement is the now well documented idea that two tiny particles can be paired and separated, yet remain intimately and instantly connected across vast distances.

By the laws of physics, two particles can get entangled with a binary, yes-or-no-like property or state, such as spin or phase polarization. But that state remains fuzzy — or in "superposition" — until one particle is measured. Then at the exact moment of observation, even if the particles are separated by light-years of space, the other particle takes on the opposite state of its twin.

To understand this concept, imagine each entangled particle were a box containing a cat. The cat inside would be both alive and dead at the same time — that is, until someone opened one of the boxes. If the cat seen in one box was alive, then the cat in the other box would have to be dead (or vice versa).

Einstein thought this teleportation-like effect was so absurd that he described it as "spooky action at a distance."

"Einstein couldn't accept this," J.C. Séamus Davis, a physicist at Cornell University who studies quantum mechanics, previously told Business Insider. "He essentially went to his grave not accepting this as fact, but it's now been shown millions of times to work."

Robert Couse-Baker/Flickr Creative Commons

One of the latest studies to prove it, published in February 2017, used 600-year-old starlight to show that two particles couldn't "cheat" at the moment of entanglement and share a state before being measured.

How and why small particles can get entangled makes no sense in the context of our everyday lives. At tiny scales, the universe appears to play by different rules, many of which are paradoxical and defy reason. In some quantum-mechanical scenarios, for instance, an effect doesn't always follow a cause; the effect can, in fact, happen before its cause occurs.

No one should be blamed for being confused by quantum mechanics, Davis said, since "we didn't evolve to understand" the theory and its counterintuitive ramifications.

"But the math, the predictions starting in the 1920s, have all turned out to be correct," he said. "It's the most successful scientific theory in the human race."

In all those decades, however, no one has ever captured an image of entangled particles. So that is what Moreau and his colleagues set out to do.

How entanglement was photographed for the first time

Researchers used ultraviolet lasers, polarizing filters, sensors, and other equipment to photograph quantum entanglement for the first time.
Paul-Antoine Moreau et al./Science Advances

Particles of light called photons can be entangled by a number of quantum properties. With their experiment, though, the researchers chose a property called phase. The photons came out of an ultraviolet laser beam, then passed through a special crystal known to entangle the phase of some photons.

Next, their experiment split the beam into two equal "arms" with a beam splitter, or half-mirrored glass. At this point, some of the photons that the crystal had entangled parted ways.

One arm of photons passed through a filter to limit the particles to one of four phases (a phase filter effectively "measures" that property of a photon, so it'd instantly cause its partner to flip). Then the photons went into a very sensitive camera that's able to detect individual photons. The other arm led to a high-speed trigger device for the camera.

The camera sensor recorded information only when two entangled photons — each from a separate arm — arrived at their respective detectors at same time and with opposite phases. Over time, the researchers built up a patterned image of the entangled photons striking the camera.

Entangled photons that passed through the phase filter were expected to form four eye-like patterns, and that's exactly what the image showed.

The experiment piles on more proof that what spooked Einstein is real, but also that entangled particles might be used in future imaging applications in science, Moreau said.

Forget a recession: BlackRock's global research chief warns of an even more perilous threat to markets that's approaching for the first time in years - Business Insider

Posted: 13 Jul 2019 03:06 AM PDT

What if the source of the next big disruption to global markets is not source as obvious as a recession?

It's a question that's been asked and answered by Jean Boivin, the global head of research for the BlackRock Investment Institute.

The next crisis might instead stem from a combination of slow growth and somewhat higher inflation than what we've seen over the last few years, he told Business Insider during a recent interview.

This is a combo that could surprise investors and mark a major regime change, he said. Since the Great Recession, for example, the economy's growth has failed to meaningfully lift inflation. It's a mismatch that puzzles even the smartest minds in finance and challenges the conventional theory that growth and inflation should move in lockstep.

"There have been periods where we've seen them moving in different directions," Boivin told Business Insider by phone. "This is why we're emphasizing it, because the last five years have not been representative of history and we could see this type of combination."

He added: "Asset classes will not be the same way they have been over the last five years if we were to enter that world."

He specifically flagged the negative relationship between stocks and bonds; when stocks fall, bond prices rise because investors pile into Treasuries as a safety net. But this relationship has thrived in the period of low inflation that investors have become accustomed to, according to BlackRock's research.

The red area chart below shows inflation has been subdued relative to expectations for decades, and the yellow line shows that the negative correlation between stocks and bonds is still intact.

BlackRock

This negative correlation is at risk of being upended by the combo of high inflation and low growth, Boivin said.

As for what might trigger the dicey combo, he pointed to trade protectionism: If the world's largest economies continue to restrict free trade, they would both raise the prices of goods and hamper economic output. And this two-part risk is more pressing to Boivin than a recession.

Read more: BlackRock's global research chief explains why the stock market's principal driver just changed — and breaks down how investors should adjust to the big shift

To understand why he doesn't see a recession as the biggest risk to markets, look no further than central banks' sharp pivot to dovish monetary policy. The European Central Bank was first to signal in June that it was ditching its policy of patience and shifting towards pumping more stimulus into its economy. The Federal Reserve then followed by affirming the bond market's view that interest rates should be lowered over the next year.

Stock-market investors have cheered the Fed's pivot with a rally to all-time highs. But the impact of what the Fed did might go beyond the market's reaction — it's likely to keep a recession at bay and stretch the longest-ever economic expansion, according to Boivin.

That's why he recommends that investors remain positive on risk assets even though trade has created uncertainty about the global economy.

Here's how Jeffrey Epstein may have acquired a $77 million Upper East Side townhouse for $0 - INSIDER

Posted: 11 Jul 2019 12:00 AM PDT

Jeffrey Epstein was arrested on July 6 on suspicion of sex trafficking minors in his Manhattan and Florida homes from 2002 to 2005. The arrest comes over a decade after Epstein pleaded guilty to solicitation of prostitution and procurement of minors for prostitution and served 13 months in prison.

Epstein's real-estate portfolio has played a major role in the ongoing sex-trafficking and sexual abuse allegations against him.

Read more: A look inside multimillionaire Jeffrey Epstein's real-estate portfolio, where sex trafficking reportedly took place and a $77 million Manhattan mansion may have been acquired for $0

In total, Epstein's real-estate holdings are estimated to be valued at north of $100 million. At the center of the investigation is Epstein's Upper East Side townhouse, which is one of the largest private homes in Manhattan. The FBI raided the seven-story mansion on 9 East 71st Street in July and found nude photos, one of which reportedly included an underaged girl.

Epstein moved into the townhouse in 1996, according to Vanity Fair, but there was no evidence proving he owned the home. The first proof of ownership, however, is dated 2011, at which point the home was transferred to a company owned by Epstein for $0.

Business Insider spoke with real-estate lawyer Marc Lavaia, partner at the New York-based law firm Warshaw Burstein LLP, about the logistics behind transferring property for $0.

Epstein has at least six properties around the world

Public records show that the $77 million Upper East Side townhouse was transferred to Epstein for $0 in 2011

Epstein's Manhattan mansion has a mysterious, complicated history.

The townhouse was bought in 1989 by founder and CEO of L Brands Les Wexner for $13.2 million. Wexner then sold it in 1998 to the New York-based Nine East 71st Street Corporation (NES) for an undisclosed amount. Public records from 2011 show that Epstein held, to some degree, ownership of NES. Details of his relationship with the company are still unclear.

Public records show that, in 2011, the ownership of the property was transferred from NES to the Virgin Islands-based company Maple Inc., another company also controlled by Epstein. Documents indicate that the property was transferred to Maple for $0.

Public record of the 2011 transfer shows the home was transferred for $0.
ACRIS

According to Bloomberg, a court document estimates the home's current value to be $77 million. The New York City Department of Finance valued the home closer to $56 million earlier this year.

How can a multimillion-dollar property be transferred for $0?

Public documents of the 2011 transfer show that Epstein signed as the president of both NES and Maple Inc. Since he was an owner of both companies, he essentially acted as both the buyer and seller in the transaction, thus resulting in a $0 transfer.

Lavaia told Business Insider that it's not uncommon for high-end real-estate transfers of this nature to take place. Transferring property is very simple, he said, and oftentimes just requires signing over the deed.

A holder may decide to transfer the ownership of a multimillion-dollar property at no cost for many reasons, but, according to Lavaia, two major reasons are to limit the current company's liability or to receive better tax treatment on a property.

Public record of the 2011 transfer shows that Jeffrey Epstein is the grantor.
ACRIS

What are the potential benefits of being both the buyer and seller of the same property?

In order to limit liability, owners often transfer assets between their companies, Lavaia said.

"If XYZ Company owns a property and is sued for whatever reason, that property could be subject to a judgment," Lavaia told Business Insider in an email. However, "If XYZ Company transfers that property, it has limited its liability as that asset is in theory not subject to judgment."

Transferring a residence between companies of the same owner may also allow for better tax treatment on the property, Lavaia explained. Consider an owner who is looking to sell a property in the near future: Transferring ownership to a company out of state or even overseas can lessen the amount due in taxes during the anticipated transaction.

The reason Epstein decided to transfer ownership in 2011 from NES to Maple Inc. remains unclear. The timing of it, however, does coincide with the year — 2011 — that Epstein was forced to register as a Level 3 sex offender in New York.

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