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  3. In "THE RING" , a Hollywood remake of a Japanese horror film, a videotape has a deadly effect on those who watch it. In reality

In "THE RING" , a Hollywood remake of a Japanese horror film, a videotape has a deadly effect on those who watch it. In reality

admin2021-09-17  51
问题    In "THE RING" , a Hollywood remake of a Japanese horror film, a videotape has a deadly effect on those who watch it. In reality the opposite is happening; viewers are killing Hollywood’s home-video business. People are rapidly discovering new ways of watching films at home that pose a grave threat to the most profitable part of the film business.
   Americans’ spending on videotapes and discs has dropped by 29% since 2004. Piracy is one reason. Another is the end of the format-replacement cycle; once you have a DVD of "Casablanca" you don’t need another one. But the big reason is the rise of cheap convenient rental outfits like Redbox, which runs kiosks, and Netflix, which streams some films and sends others through the post. The move from buying to renting is undoubtedly a calamity for Hollywood.
   Like music, newspapers and books before it, the film business has been disrupted by innovative, fast-moving distributors whose products have caught on with the public. Tinseltown’s attempts so far to see off the threat have fallen flat, partly because the studios have failed to coordinate their efforts. But if Hollywood moves quickly and boldly, it should be able to disrupt the disrupters.
   Led by Sony, a consortium of studios, technology firms and retailers are working on a new way of distributing digital copies of films. The idea is that consumers will be able to buy the rights to films stored "in the cloud" and stream them to any device. That should make buying more appealing. But it also gives the studios an opportunity to go straight to consumers.
   At the moment Hollywood is a business-to-business industry: it rents films to cinema chains and ships discs to big-box retailers and rental firms. Digital distribution should allow it to become much more consumer-facing. The studios could greatly expand their efforts to sell films directly.
   It will not be easy to take such a radical step. But the trail has been blazed by another medium. Record labels have been hit much harder by piracy and have seen retail outlets disappear. They have been forced to deal directly with consumers. Lady Gaga’s website is run not by the pop star but by Universal Music, which uses it, and the consumer information it collects, to sell directly to her fans. That outfit has become far better at mining consumer data than the film studios. A common refrain in Hollywood is that the film business must not go the way of music. In this sense, at least, it should.
   
In the last paragraph, Lady Gaga’s website is introduced as an example of
选项 A、a smart way to mine consumer data
B、a successful marketing campaign
C、a learnable sales strategy
D、a wonderful counterattack against piracy
答案C
解析 细节题。根据题干定位至末段。末段首先指出，音乐产业已充当了开路先锋，尝试过“面向消费者”的新模式。紧接着以Lady Gaga的网站为例指出，环球唱片利用从该网站上收集到的消费者信息，把唱片直接卖给Gaga的粉丝。段末作者建议电影业抛开成见，向音乐产业学习。很显然，有关Lady Gaga的网站的例子是一个成功的、值得学习的“面向消费者”的销售模式的例子。因此C项正确。
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