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<ul><li><keyword id="17462779" type="General" weightage="20" keywordseo="Robert-E-Lucas" source="Orion">Robert E Lucas</keyword>, Nobel Laureate revolutionized the approach to <keyword id="645533" type="General" weightage="20" keywordseo="macroeconomics" source="Orion">macroeconomics</keyword> and smashed Keynesian school of economics.</li><li>He countered the theory that raging inflation would solve the unemployment problem.</li><li>His wife followed his theory on markets and possibilities and that helped her get half his Nobel prize money even after their divorce. </li></ul>Economists are often seen as storytellers who live in the make-believe world of theory and conjecture. But Robert Lucas, who spent most of his life in the University of Chicago, managed to influence his wife’s thinking so deeply with his theories on the market and possibilities that she made him commit half of the $1 million prize money if he ever won the coveted Nobel Prize. Lucas was divorced six years before he won the Nobel Prize, and he honoured the commitment made in his divorce settlement. His first wife <keyword id="5506510" type="General" weightage="20" keywordseo="Rita-Cohen" source="Orion">Rita Cohen</keyword> learned from him that markets did not just exist in the present and future, but also in the realm of possibilities. She clearly believed in the possibility of him winning the much coveted prize one day and it earned her $500,000, long after the divorce. A critique on orthodox economic policies Lucas passed away at the age 85 on May 15. But his theories on the close relationship between price rise and the employment market is legion. He is seen as a neoclassical economist who believed that policy interventions in the form of tax cuts to boost employment, did not work. Many even pronounced the death of the Keynesian school of economics in the 70s, as Lucas became more vocal about his critique of orthodox economic policies. The Keynesian school of economics models that all economic outcomes like output and inflation are a result of aggregate demand. Lucas won the Nobel Prize for Economics in 1995 for developing and applying the hypothesis of rational expectations. Whilst awarding him this prize, the Royal Swedish Academy of Sciences said that “Robert Lucas is the economist whose work has had the greatest impact on the development of macroeconomics and macro econometrics since 1970.” The rational expectations theory Lucas questioned and opposed the theory behind The Phillips Curve, which asserts that governments can decrease unemployment by boosting inflation and growth. His work also challenged Keynesian policy solutions and conclusions related to government intervention in the economy. His rational expectations theory showed that people take rational decisions about their individual economic welfare which will in turn impact the efficacy of government policies. This marked a monumental shift in the world’s approach to and understanding of macroeconomics. He is also remembered for the Uzawa-Lucas model of human capital accumulation and the ‘Lucas Paradox’. He authored many books, some of which include Studies in Business-Cycle Theory (1981), Rational Expectations and Econometric Practice (1981, with Thomas Sargent) and Recursive Methods in Economic Dynamics (1989, with Nancy Stokey and Edward Prescott). Personal life and career Robert Lucas was born in Yakima, Washington on September 15, 1937. His family later shifted to Seattle to open a small restaurant called The Lucas Ice Creamery and he graduated from Roosevelt High School. He attended the University of Chicago where he earned his undergraduate degree in history in 1959. He moved to economics after realising that economic factors were often the key drivers of history. Although he spent his first year as a graduate student at University of California, Berkeley, he returned to Chicago to complete his Ph.D in economics in 1964. He spent eleven years teaching at Carnegie Mellon University after which he returned to Chicago as a professor of economics which he continued for 40 years. In 1959, he married Rita Cohen, a fellow Chicago undergrad with whom he had two sons — Stephen and Joseph. The couple separated in 1982 after which he married Nancy Stokey, a distinguished economist in her own right. They collaborated in papers on growth theory, public finance, and monetary theory. Amongst many laurels, namely the Nobel Prize, he was a Guggenheim Fellow and a fellow of the Econometrics society<a href="https://economics.uchicago.edu/blog/memoriam-robert-e-lucas-jr-1937-2023">. A message from Robert Shimer,</a> Department Chair of The Kenneth C Griffin department of Economics at the University of Chicago, stated, “Bob leaves behind a legacy of revolutionary research, teaching, and leadership that transformed the field of economics and this department.” He is survived by his wife Nancy Stokey, his sons Stephen and Joseph, his sister Jenepher Spurr, his brother Peter J Lucas, and five grandchildren. SEE ALSO: <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/business/corporates/news/zomato-net-loss-narrows-to-188-crore-in-q4-revenue-rises-70-yoy/articleshow/100358894.cms">Zomato net loss narrows to ₹188 crore in Q4, revenue rises 70% YoY</a> <a target="_blank" class="c-link c-message_attachment__title_link" href="https://www.businessinsider.in/stock-market/news/mankind-pharma-pnb-among-stocks-to-become-largecap-from-midcap-mutibagger-rail-vikas-nigam-to-turn-midcap-from-smallcap/articleshow/100356527.cms">Mankind Pharma, PNB among stocks to become largecap from midcap; mutibagger Rail Vikas Nigam to turn midcap from smallcap</a>

Nobel prize winnings in a divorce settlement — that’s how much economist Robert E Lucas’ ex-wife believed in him

<ul class="summary-list"><li>Warning: Spoilers ahead for "Borat Subsequent Moviefilm."</li><li>"<keyword id="10080250" type="UNKNOWN" weightage="60" keywordseo="borat-2">Borat 2</keyword>" director <keyword id="10068689" type="UNKNOWN" weightage="60" keywordseo="jason-woliner">Jason Woliner</keyword> told Insider that the <keyword id="95258" type="PERSON" weightage="60" keywordseo="Tom-Hanks">Tom Hanks</keyword> cameo came about after <keyword id="59920" type="PERSON" weightage="60" keywordseo="Sacha-Baron-Cohen">Sacha Baron Cohen</keyword> emailed him out of the blue.</li><li>Luckily, Hanks was game and the scene was shot over one day on a soundstage in Los Angeles just weeks before the movie was delivered to Amazon for its release.</li></ul>There are a lot of surprising and downright shocking moments in "Borat Subsequent Moviefilm," and one of the best is when Tom Hanks shows up out of nowhere.At the end of the movie, Borat (Sacha Baron Cohen) has a "Usual Suspects"-like epiphany when he realizes his return to America wasn't really to offer his daughter to vice president Mike Pence but to be the one to spread the coronavirus pandemic around the world after he's injected with the virus.We watch as he has flashbacks of his journey by boat around the world before finally getting to the US, pinpointing where he caused infections. That includes Sydney, Australia where we see him encounter Tom Hanks as the global star is taking a selfie with a fan."You the Forrest the Gump!" Borat says to Hanks. The star nods his head and allows Borat to have a picture taken with him. Borat coughs on the actor.Hanks was the <a href="https://www.insider.com/celebrities-with-coronavirus-tested-positive-2020-3">first major celebrity to go public</a> that he (and his wife Rita Wilson) got the coronavirus. In March, the two were in Australia while Hanks was shooting a movie.<div type="image" title="Tom Hanks Borat 2 Amazon Studios" height="768" width="1366" msid="79725946" hostid="261"></div>"Borat 2" director Jason Woliner <a href="https://www.insider.com/borat-2-director-jason-woliner-interview-rudy-giuliani-secrets-2020-12">told Insider</a> the idea for the Hanks cameo came when they inserted the <keyword id="8763838" type="UNKNOWN" weightage="60" keywordseo="covid-19">COVID-19</keyword> plot."Once we came up with the idea that Borat would be COVID patient zero, someone had the joke that we see him stop in Sydney and he coughs on Tom Hanks," he said. "Sacha knows him and just sent him an email and we just crossed our fingers that he would be up for it."Hanks was game and the scene was shot over one day on a soundstage in Los Angeles just weeks before the movie was delivered to Amazon for its release. (As it was shot during the pandemic, everyone on set was tested for COVID-19 and the crew all wore masks.)"That was a scene we wanted to be very clear that was scripted and we weren't actually ambushing the most beloved man in America," Woliner said, noting the scene's look that clearly is a green screen of Sydney in the background.And in a fun moment for Woliner, he played the Hanks fan in the scene who is interrupted by Borat."It was surreal," he said. "The closest person I've been next to without a mask on throughout the pandemic, besides my wife, turns out to be Tom Hanks.""Borat Subsequent Moviefilm" is available on Amazon Prime Video.Read more:'<a href="https://www.insider.com/borat-2-director-sacha-baron-cohen-sequel-a-mistake-2020-12">Borat 2' director explains why he told Sacha Baron Cohen that making a sequel was 'a mistake'</a><a href="https://www.insider.com/every-borat-2-character-ranked-2020-10">Every single character from 'Borat 2,' ranked</a><a href="https://www.insider.com/borat-2-rudy-giuliani-movie-main-target-2020-12">'Borat 2' director reveals Rudy Giuliani was the film's target from the start of production</a>

'Borat 2' director explains how they pulled off the Tom Hanks cameo

Today, Christmas is behind us, and we’ve decided to make a list of 5 shows that’ll keep you hooked this 2017. Here are the 5 new shows with their starcast and trailer 
 
<keyword id="1580961" type="ENTERTAINMENT" weightage="20" keywordseo="One-Day-at-a-Time">One Day at a Time</keyword> (<keyword id="128682" type="COMPANY" weightage="20" keywordseo="Netflix">Netflix</keyword>) 
 
About: The series, a multi-camera comedy, will follow three generations of the same Cuban-American family living in the same house: a newly divorced former military mother, her teenage daughter and tween son, and her old-school mother. 
 
Starcast: Justina Machado as Penelope, <keyword id="1526252" type="UNKNOWN" weightage="20" keywordseo="Rita-Moreno">Rita Moreno</keyword> as Lydia, Todd Grinnell as Dwayne Schneider, Isabella Gomez as Elena, Stephen Tobolowsky as Dr. Berkowitz and Marcel Ruiz as Alex 
 
 
The Defenders (Netflix) 
 
About: Daredevil, Jessica Jones, Luke Cage, and Iron Fist team up to fight crime in New York City. 
 
Starcast: Finn Jones, Jon Bernthal, Mike Colter 
 
 
Emerald City (<keyword id="5601" type="COMPANY" weightage="20" keywordseo="NBC">NBC</keyword>) 
 
About: In a reimagined Oz, Dorothy (Arjona) lands in a world where magic has been outlawed by an all-powerful ruler (D'Onofrio). 
 
Starcast: Adria Arjona, Vincent D'Onofrio, Mido Hamada, Ana Ularu, and Oliver Jackson-Cohen 
 
 
Sneaky Pete (<keyword id="18635" type="CITY" weightage="20" keywordseo="Amazon">Amazon</keyword>) 
 
About: A con man assumes the identity of his prison cellmate in an effort to hide from a gangster. 
 
Starcast: Giovanni Ribisi, <keyword id="442684" type="PERSON" weightage="20" keywordseo="Bryan-Cranston">Bryan Cranston</keyword>, Michael Drayer, Karolina Wydra, and Margo Martindale 
 
 
<keyword id="102695" type="PERSON" weightage="20" keywordseo="taboo">Taboo</keyword> (FX) 
 
About: James Kexiah Delaney returns to a changed London in 1814 having been presumed dead after a journey in Africa. He's poised to inherit his father's shipping empire, but not without enemies and betrayal 
 
Starcast: <keyword id="369415" type="PERSON" weightage="20" keywordseo="Tom-Hardy">Tom Hardy</keyword>, Oona Chaplin, Michael Kelly, Jonathan Pryce, and David Hayman

5 New TV shows that’ll keep you hooked this 2017

<div class="KonaFilter image-container display-table"><div><div class="image on-image"></div></div></div><ul><li>Several Republican lawmakers express support for arming schoolchildren with guns in a new video clip.</li><li>The video comes from "Who Is America?", Sacha Baron Cohen's new show that premieres on Showtime Sunday night.</li><li>The executive director emeritus of Gun Owners of America confused musical artists Blink-182 and Cardi B with science terms in the video.</li><li>The clip from Cohen's show also features former Senate Majority Leader Trent Lott and Rep. Dana Rohrabacher expressing support for the program.</li></ul>Sacha Baron Cohen is back to duping unsuspecting public figures for a new Showtime program, "Who Is America?", which premieres on Sunday night.One video clip from the show that's floating around the internet shows several former and current Republican lawmakers endorsing the idea of arming school children as young as four with guns.The clip opens with Rep. Matt Gaetz of Florida saying that "typically members of Congress don't just hear a story about a program and then indicate whether they support it or not."Immediately after Gaetz's remark, the clip cuts to former Sen. Trent Lott saying "I support the kindergartens program." Lott, who served as senator for Mississippi from 1989 to 2007, was the Senate Majority Leader from 1996 to 2001. Before joining the Senate, Lott served 16 years in the US House of Representatives.Rep. Dana Rohrabacher of California said training school children how to shoot "might actually make us safer."Rep. Joe Wilson of South Carolina also chimed in, saying "A three-year-old cannot defend itself from an assault rifle by throwing a Hello Kitty pencil case at it," and adding that "our founding fathers do not put an age limit on the second amendment."Former Rep. Joe Walsh of Illinois, who is now a conservative radio host, said the "kinder-guardian" program "introduces specially selected children, from 12 to four years old, to pistols, rifles, semi-automatics, and a rudimentary knowledge of mortars.""In less than a month, a first grader can become a first grenadier," he said.Larry Pratt, executive director emeritus of Gun Owners of America said "toddlers are pure, uncorrupted by fake news or homosexuality. They don't care if it's politically correct to shoot a mentally deranged gunman. They'll just do it."Pratt, who served in the Virginia House of Delegates in the early 1980s, said that "the science behind this program is proven." While reading his endorsement into the camera, he adds that children can process images quicker than adults, "meaning that, essentially like owls, they can see in slow motion.""Children under five also have elevated levels of the pheromone Blink-182, produced by the part of the liver known as the Rita Ora," Pratt adds. "This allows nerve reflexes to travel along the Cardi B neural pathway to the Wiz Khalifa 40% faster."Blink-182 is a rock band, Rita Ora is a pop singer, and Cardi B and Wiz Khalifa are both rappers.The clip ends with an alteration of the expression that the only way to stop a bad guy with a gun is a good guy with a gun. "The way to stop a bad guy with a gun...," Pratt said, before the scene cuts to Lott, who continues "... is a good kid with a gun."Pratt and Walsh echo Lott's refrain, and the video closes with Walsh saying "happy shooting, kids."<h2>The new series is already making waves</h2><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"></div></div></div>Baron Cohen, who became famous for pranking politicians and celebrities on HBO's "Da Ali G Show," first previewed "Who Is America?" last week with <a href="http://www.businessinsider.com/comedian-sacha-baron-cohen-teased-a-trump-themed-project-on-twitter-2018-7">a cryptic Twitter video</a> that featured President Donald Trump mocking Cohen.The star of films such as "Borat" and "Bruno" interviewed many political figures while in disguise for his new show. <a href="http://www.businessinsider.com/sarah-palin-sacha-baron-cohen-who-is-america-interview-duped-2018-7" target="_blank" rel="noopener">The former vice presidential candidate</a> Sarah Palin wrote a Facebook post on Tuesday confirming that she and her daughter had been "duped" into an interview for Cohen's series."I join a long list of American public personalities who have fallen victim to the evil, exploitive, sick 'humor' of the British 'comedian' Sacha Baron Cohen, enabled and sponsored by CBS/Showtime," Palin wrote.Cohen released <a href="http://www.businessinsider.com/dick-cheney-signs-waterboard-kit-in-trailer-for-sacha-baron-cohen-tv-series-2018-7" target="_blank" rel="noopener">a teaser clip</a> showing former vice president Dick Cheney, signing a "waterboard kit," which Cheney does with a smile and says, "that's the first time I ever signed a waterboard."<a href="http://www.businessinsider.com/sacha-baron-cohen-showtime-series-sarah-palin-dick-cheney-who-is-america-2018-7" target="_blank" rel="noopener">Aside from Palin and Cheney</a>, Bernie Sanders, Roy Moore, Ted Koppel, David Petraeus, and Howard Dean are all rumored or confirmed to appear in "Who Is America?"<h2>Watch the trailer for the show below:</h2><div></div><div></div> <div class="margin-top"> <h3>NOW WATCH: <a href="http://www.businessinsider.com/sacha-baron-cohen-ali-g-trump-interview-2016-5">Sacha Baron Cohen recounts his 2003 Trump interview: 'I was the first person actually to realize that he's a d---'</a></h3> <div> </div> </div></hr>

In video from Sacha Baron Cohen's new show, GOP members of congress support arming preschoolers with guns

<div class="KonaFilter image-container"><div class="image"><a href="http://instagram.com/sophiabush">instagram.com/sophiabush</a></div></div>Justin Bieber's manager, Scooter Braun, tied the knot Sunday in Whistler, Canada to Yael Cohen in front of many of the couple's celebrity friends, including Justin Bieber, Carly Rae Jepsen, Sophia Bush, Tom Hanks, and Rita Wilson.
Cohen, 27, is the South African <a href="http://yaelcohen.com/bio/" target="_blank">founder of the nonprofit</a> "F--- Cancer," which is a cancer education organization she launched in 2009 after her mother was diagnosed with breast cancer.
Braun, 33, is Justin Bieber's ever-present, <a href="http://www.businessinsider.com/justin-biebers-manager-2012-4" target="_blank">longtime manager</a>. Braun now owns two record labels: School Boy Records and Raymond-Braun Media Group, a joint venture with Usher. 
After the couple said their "I dos," Bieber sang "All You Need Is Love" to end the ceremony.

Later at the reception, Bieber joined fellow Braun client Carly Rae Jepsen for a rendition of her hit "Call Me Maybe."

But the best video of the night was of Tom Hanks dancing on-stage to "This Is How We Do It," posted by Bieber.

Bieber <a href="http://instagram.com/justinbieber" target="_blank">posted many photos</a> from the night, including this one with a congratulatory message for the bride:<div class="KonaFilter image-container display-table"><div><div class="image">instagram.com/justinbieber</div></div></div>
And one with fellow singer Ed Sheeran.<div class="KonaFilter image-container display-table"><div><div class="image">instagram.com/justinbieber</div></div></div>
Actress Sophia Bush was also in attendance.<div class="KonaFilter image-container display-table"><div><div class="image"><a href="http://instagram.com/sophiabush">instagram.com/sophiabush</a></div></div></div><div class="KonaFilter image-container display-table"><div><div class="image"><a href="http://instagram.com/sophiabush">instagram.com/sophiabush</a></div></div></div>
Yael posted after the ceremony:<div class="KonaFilter image-container display-table"><div><div class="image"><a href="http://instagram.com/yael">instagram.com/yael</a></div></div></div>

Justin Bieber's Manager Scooter Braun Marries 'F-Cancer' Founder Yael Cohen In Star-Studded Ceremony

<ul class="summary-list"><li>"<keyword id="2740309" type="PERSON" weightage="60" keywordseo="The-Craft">The Craft</keyword>" was released 25 years ago this week, on May 3, 1996.</li><li>The movie about a group of teen witches got mixed reviews from critics at the time of its release.</li><li>However, it has since become a cult classic, spawning cosplay, fan merch, and a sequel. </li></ul><a href="https://www.insider.com/then-and-now-cast-of-the-craft-2020-10">"The Craft"</a> is easily one of the most important movies of my pre-teen years, and possibly the first film that led me to develop a <a href="https://www.insider.com/oscars-every-horror-movie-that-won-academy-award-ranked-2021-4">life-long obsession with the horror genre</a>. About once a year, I rewatch <a href="https://www.insider.com/best-halloween-movies-2018-10">the 1996 cult classic</a> about a teenager, Sarah Bailey (played by <keyword id="2525119" type="PERSON" weightage="60" keywordseo="Robin-Tunney">Robin Tunney</keyword>), who moves to a new town and becomes involved with a group of girls (Nancy Downs played by <keyword id="11202603" type="UNKNOWN" weightage="60" keywordseo="fairuza-balk">Fairuza Balk</keyword>, Bonnie Harper played by <keyword id="161544" type="PERSON" weightage="60" keywordseo="Neve-Campbell">Neve Campbell</keyword>, and Rochelle Zimmerman played by <keyword id="11202602" type="UNKNOWN" weightage="60" keywordseo="rachel-true">Rachel True</keyword>) at her school who dabble in witchcraft and worship <a href="https://screenrant.com/craft-movie-manon-pagan-deity-explained/">Manon, a pagan god</a>. I enjoy the catchy one-liners, cheap special effects, and some genuinely terrifying scenes in "The Craft." Unfortunately, not everyone agrees with me - including several major critics who panned the movie on its initial release. <h2>'The Craft' was released 25 years ago this week to decidedly lukewarm critical reviews</h2>While some saw the movie's early appeal right off the bat, several major critics didn't have anything particularly good to say when "The Craft" was released in 1996. The movie currently holds <a href="https://www.rottentomatoes.com/m/craft">a middling 55% approval rating on Rotten Tomatoes</a>.Roger Ebert, the Pulitzer Prize-winning movie critic with The Chicago Sun-Times, called the plot "<a href="https://www.rogerebert.com/reviews/the-craft-1996">beneath our interest</a>," while praising the leads' performances. "The movie's failure is one of imagination," Ebert wrote about "The Craft." "It tilts too far in the direction of <keyword id="6358680" type="UNKNOWN" weightage="60" keywordseo="Horror">horror</keyword> and special effects, when it might have been more fun to make a satirical comedy about punk teenagers."Rita Kempley of the Washington Post echoed Ebert in criticizing the movie's "unimaginative special effects.""Despite all their toil and trouble, the tale leaves us more bothered than bewitched," <a href="https://www.washingtonpost.com/wp-srv/style/longterm/movies/videos/craft.htm#kempley">Kempley wrote in the 1996 review</a>.<div type="image" title="Neve Campbell the craft 1996" height="628" width="838" msid="82397203" hostid="261"></div><a href="https://www.chicagotribune.com/news/ct-xpm-1996-05-03-9605030190-story.html">Michael Wilmington of The Chicago Tribune</a> said "The Craft" was full of "cliches and storytelling blunders" and wrote it off as something "conceived like a trailer and written in exclamation points and [that] gets stolen by the cinematographer."However, over the years, critics who revisit the movie have become more complimentary in their assessment of it, particularly when viewed within the framework of today's culture, where it takes on an even greater significance. "Too often, women feel powerless to change circumstances - political, social, financial, take your pick - that feel beyond their control," <a href="https://www.refinery29.com/en-us/2018/10/214496/the-craft-review-underrated-teen-witch-movie">Anne Cohen wrote for Refinery29 in 2018</a>. "'The Craft' presents a universe in which any slight could magically be made right, and in our current climate, that's an appealing prospect.""As far as high school films go, this one is unapologetically dark," Cohen continued. "Tackling bullying, racism, poverty, body issues, abuse, suicide, sexual assault, and otherness in a way that doesn't feel like an after-school special.Cohen added: "These are things that high schoolers deal with, and 'The Craft' gives them the weight they deserve, while arming its characters with unusual tools to cope."<h2>'The Craft' went on to inspire future generations of witches - both on- and off-screen</h2>Several movies and TV shows, like "Broad City," "Pen15," "Charmed," and "The Chilling Adventures of Sabrina" ("TCAOS"), <a href="https://time.com/5904701/the-craft-legacy-witches/">have followed in the "The Craft's'" footsteps</a>, exploring storylines related to witchcraft. Some, like "Broad City," lean into humor with episodes that are one-off departures from the show's main storyline, while others, like "TCAOS" and "Charmed," build spells and the supernatural realm into the very foundation of the show. The movie has had a similar long-lasting effect on modern witchcraft in real life as well. In October, <a href="https://time.com/5904701/the-craft-legacy-witches/">Time reporter Peg Aloi</a> wrote that after the movie's release in 1996, young girls were "enthralled by its dark glamour" and many started looking into "witchcraft and paganism" which, decades later, has led to a "digital landscape" that's "full of teenage witches making a name for themselves, crafting trendy aesthetics on Instagram and <a href="https://www.thecut.com/2020/07/some-tiktok-baby-witches-apparently-tried-to-hex-the-moon.html" target="_blank" rel="noopener">hexing the moon</a> via TikTok." <div type="image" title="the craft" height="630" width="840" msid="82397204" hostid="261"></div>As Aloi notes, the movie was released "at a moment of almost eerie cultural synchronicity" and can count pop culture and <keyword id="4578" type="COMPANY" weightage="100" keywordseo="entertainment">entertainment</keyword> icons like "The Blair Witch Project" (1999) and the "Harry Potter" series as its contemporaries after a relatively occult-free '80s (which Aloi attributes to <a href="https://www.vox.com/culture/22358153/satanic-panic-ritual-abuse-history-conspiracy-theories-explained">widespread fake rumors about satanic sacrifices and sexual assaults</a> during that period). <h2>'The Craft' has come to achieve cult-classic status, but it was always a favorite for fans like me</h2><div type="image" title="Robin Tunney the craft 1996" height="2080" width="2773" msid="82397205" hostid="261"></div>Despite its middling-to-negative reviews around the time of its release, the 1996 movie was a commercial success, <a href="https://www.boxofficemojo.com/releasegroup/gr3338555909/">making almost $25 million</a> in box-office collections against a production budget of $15 million.And "The Craft" has only grown in popularity and cultural appreciation in the last 25 years. In 2017, Anjelica Jade Bastién wrote about <a href="https://www.vulture.com/2017/10/the-craft-its-enduring-legacy.html">the movie's "enduring legacy"</a> for Vulture, highlighting "The Craft"-themed fan art, fanfiction, and cosplay that legions of adoring viewers have created over the years. "'The Craft' earned a generation of devoted fans because of how it charts the friendship between these four girls," Bastién wrote. "Its tentative beginnings, the joys of its strength, and its ultimate downfall - in ways that ring true for any young woman who has had a sisterly connection grow painfully toxic."<div type="image" title="Fairuza Balk the craft 1996" height="2863" width="3817" msid="82397208" hostid="261"></div>More recently, Fairuza Balk called fans' reaction to "The Craft" and her iconic character, Nancy (pictured above), "surprising" <a href="https://www.latimes.com/entertainment-arts/movies/story/2020-11-03/fairuza-balk-the-craft-legacy">in a chat with the Los Angeles Times</a> in November."At the time when we made this, I really had no idea it would land so hugely and it would be so influential to people," Balk said."I've had meetings with fans and letters and emails where [they tell me] Nancy really affected them deeply in their lives. Some fans refer to her as their spirit animal," she continued, adding that the movie's goal was to make Nancy (who does more harm than good with her magical powers) come across as "truly psychotic."The previous month, Rachel True, the actress who played Rochelle, <a href="https://film.avclub.com/the-craft-s-rachel-true-on-rochelle-s-evolution-and-the-1845459663">told AV Club</a> about the importance of her presence as the sole Black character in the fictitious coven."Sometimes I think that even my ['The Craft'] costars don't understand what that role at that time represented for Black women and girls," True told the publication. "It wasn't about me so much as what it represented to other girls at that moment."<div type="image" title="rachel true the craft 1996" height="2772" width="3697" msid="82397209" hostid="261"></div>I count myself among the "generation of devoted fans" of "The Craft" that Bastién wrote about for Vulture.Beyond the thrilling sequences (including one with Nancy, Bonnie, and Rochelle hovering several feet off the ground that left 12-year-old me both scared and utterly fascinated), I found it empowering to watch four down-on-their-luck young girls take control of their situation and change it.Sarah takes revenge on a boy who spread vicious rumors about her by casting a spell on him that turns him into a groveling, obsessive fool.Bonnie sheds painful physical scars. Rochelle exacts revenge against a racist bully.Nancy reverses her family's financial misfortunes. They didn't need any boys, or parents, to rescue them.Even in the last 40 minutes or so, when the movie takes an especially dark turn and the group starts terrorizing Sarah, she's able to get out of the situation and fight back solo.No one comes to save Sarah and she doesn't need anyone's help. This perfect mix of horror and empowerment has solidified "The Craft's" presence on lists of countless '90s movies and horror films to watch, and for good reason. The film feels far more progressive today than many other high-school movies released around the same time.<h2>With its recent sequel - and the original film coming to HBO Max - a new group of fans will get to experience 'The Craft'</h2>In another testament to the film's legacy, "The Craft" joins other popular '90s and early aughts movies, like "She's All That," "The Blair Witch Project," and "Heathers," <a href="https://www.insider.com/the-craft-legacy-costume-designer-90s-fashion-original-movie-2020-10">getting a new sequel or reboot</a>.A follow-up film called "<a href="https://www.imdb.com/title/tt4685762/">The Craft: Legacy</a>" was released in October and follows the same basic plot as "The Craft" - four teenage girls wade a little too deep into the world of witchcraft before it backfires. However, the 2020 version has one crucial difference from the original: The girls all work together instead of antagonizing each other.Hopefully, with the sequel reviving interest in the original (which is now available to stream on HBO Max), a whole new generation will chant the spell "light as a feather, stiff as a board."

25 years ago, negative reviews of 'The Craft' dismissed it as 'unimaginative.' Today, it's a cult classic - but it was always important to viewers like me

Thomson ReutersFILE PHOTO - The logo of messaging app Snapchat is seen at a booth at TechFair LA, a technology job fair, in Los Angeles<ul><li>Snap has made easy ad skipping a feature of its Snapchat messaging app.</li><li>That poses a critical challenge for marketers, who are turning to some long-tested tricks to make their campaigns blend in. </li><li>Snapchat has to square its intentions as a chat app with fleeting messages with the demands of advertisers that need a way to see their promotions stick. </li></ul>NBA star Karl-Anthony Towns was shooting hoops a few weeks ago in a video shared on Snapchat Stories, the social-messaging video feature.It all looked like a pretty typical Snapchat post - until he casually paused and turned to the camera, with it becoming clear that he was making a pitch for the sports drink Gatorade.Another video just a few days ago featured a woman - this time not a celebrity - who seemed surprised while looking at someone's phone, asking "Is this a video?" as the device recorded her reaction. That was an ad for Snickers.The two ads exemplify a critical element emerging in Snapchat advertising strategies. They are designed to look like other videos on Snapchat; namely, they are <a href="http://www.businessinsider.com/snapchat-is-pushing-marketers-to-make-ads-that-look-like-snapchat-2017-6">less slickly produced and fit the app's homemade aesthetic</a>, and they blend in to their surroundings (the Towns Gatorade ad was spotted in an NBA-centered Snapchat Story) in a way that might momentarily convince users they were just watching another piece of user-produced video.Marketers have long tried to make their advertising blend in. So-called native advertising, or promotions designed to resemble a publisher's normal content, have become a ubiquitous example of that effort. But with Snapchat, the ads reveal a different kind of challenge: Easily skipping video clips or photos, including ads, within a Story is a key Snapchat feature, one that makes it much harder for marketers to stop people in their thumb-tapping tracks as they <a href="http://www.businessinsider.com/teens-are-obsessed-with-snap-streaks-on-snapchat-2016-12">blaze through content on the app</a>.For Snapchat's parent company, Snap, this raises an existential question. Is the platform, founded as a teen-oriented chat program with private, fast-disappearing messages ever going to be hospitable to interruptive advertising?SnapchatThe best Snapchat ads blend in to Snapchat Stories.In the above cases, it's likely that Snapchat presold advertisers on ad packages in specific custom stories. For instance, Snapchat knows when it's planning to run a big Story that will grab eyeballs - such as a roundup of Fourth of July videos (which Google's Pixel appears to have sponsored on Tuesday) or messages from fans hanging out at Wimbledon. It can sell ad space for these user-generated video compilations to big brands, which can then create custom ads designed to fit in seamlessly with the user-generated content.But if Snap wants to cater to hundreds of thousands of advertisers, it can't realistically sell each one ad space in a Story tied to a big event.Snap recently opened its platform to the masses, as it looks to crank up revenue by attracting advertisers of all sizes after becoming a publicly traded company. It has to be able to accommodate advertisers that have smaller budgets or smaller lead times and those that may not be able to hire an agency to produce eye-catching ads featuring NBA stars.That means most new Snap advertisers won't be able to craft the perfect Snapchat-esque ad for the ideally timed Snapchat Story. They'll have to find another way to get people to stop in their taps.<h2>Does Snap have a unique ad-skipping challenge?</h2>Unlike many other big social and mobile platforms, Snapchat does not make anybody sit through ads. You can always skip through Snapchat's vertical ads that appear within stories. And nobody forces you to use a brand's filter to turn your head into a taco (as millions <a href="http://www.businessinsider.com/snapchat-taco-bell-filter-for-cinco-de-mayo-2016-5">did using a custom Taco Bell ad last year</a>) if you don't want to."What comes to my mind on Snapchat is how many millennials already use ad blockers," said Rita Mogilanski, a senior strategist at the ad-buying agency Horizon Media. "These consumers are more intolerant."Mogilanski said her clients had success running custom special effects and filters on Snapchat. Still, "I think there is a challenge" to keep people from skipping, she said.Contrast that with Snap's rivals Facebook and YouTube, where users have a fairly high degree of control over which ads they see but can't avoid advertising completely. Recently, both are creeping toward introducing more ads, such as Facebook's burgeoning "midroll" video ads, which people can't skip. Similarly, YouTube is increasingly running ads that don't include a skip option.SnapchatGoogle's ads for its Pixel phone on Snapchat start with a close-up on a woman's face.One ad buyer said Snapchat's completion rate was lower than its competitors'. But others say it's no different from the rest of the digital marketing world, where engagement is generally fleeting and expecting people to patiently sit through a 30-second TV ad waiting for their favorite show to air is quickly becoming a thing of the past."It's simply an outgrowth of their platform, in that you are a thumb click away from something else," said David Cohen, the North America president at the ad agency Magna Global. "The idea of ad skipping is a reality. Period. Full stop. With Facebook's News Feed it's the same thing. Or on YouTube, how often do you hit the skip button right way?"SnapchatSome brands like Snickers are experimenting with ads that appear to be just like any old Snapchat video.As a marketer, "you have to make your point earlier," Cohen said.Indeed, Mogilanski noted, as the Facebook-owned Instagram co-opts Snapchat's Stories format, its ads will face the same high threshold for attention.<h2>What can a marketer do?</h2>Snapchat has <a href="http://www.businessinsider.com/snapchat-announces-self-service-ad-tools-for-small-businesses-2017-5">been training new advertisers</a> on how to make ads that fit its platform. And the company has recently been <a href="http://www.businessinsider.com/snapchat-is-pushing-marketers-to-make-ads-that-look-like-snapchat-2017-6">nudging agencies</a> to use images and styles that make ads that look like messages from regular people.Snapchat also has a slew of partner companies that brands can turn to for help. For example, the startup <a href="http://www.vidmob.com/">VidMob</a> promises to help marketers produce custom Snapchat ads in just days.The company operates as sort of a <a href="http://www.businessinsider.com/confessions-of-a-task-rabbit-2011-12">TaskRabbit</a> for web video ads -advertisers can tap into a network of 5,000 freelance producers and editors - and can churn out ads for a few hundred or a few thousand dollars, depending on customers' needs.VidMob's founder and CEO, Alex Collmer, says the challenge Snapchat poses can spark inspiration."We haven't really seen a formula yet, other than cool, interesting, creative," he said, noting a recent campaign for Colgate, which VidMob made in 24 hours, that <a href="http://www.adweek.com/brand-marketing/colgate-is-running-a-clever-upside-down-snapchat-ad-to-promote-water-conservation/">urged Snapchat users to turn their phones upside down to see the ads</a>."Things need to be much faster paced," Collmer said. "The cuts are faster. The info comes right away."SnapchatSnapchat is now trying to get all sorts of small and midsize advertisers on board.<h2>Lingering doubts</h2>As some ad buyers noted, Snapchat is still very early in its ad-product development.Facebook, Twitter, and YouTube didn't have ads early on, and marketers took a while to find their way on those platforms. Facebook didn't introduce its News Feed until two years into its history, for example, and it rolled out video ads only a few years ago. YouTube <a href="https://www.wsj.com/articles/SB121557163349038289">resisted preroll ads</a> until a couple of years after Google acquired it.That doesn't mean Snapchat doesn't have serious hurdles to overcome, given its inherent navigation/usage patterns.Matt Britton, the CEO at Crowdtap, an agency that specializes in marketing to younger consumers, argues that Snapchat has a "core challenge." Namely, that it is a fundamentally a communications tool for teens and 20-somethings and that content from publishers and brands is an awkward fit."It's a place you go to talk with your best friend about what happened last night," he said.He also cites recent moves by web influencers and celebrities to Instagram from Snapchat as evidence that the Snapchat Story format has peaked.Overall, he offers a fairly brutal assessment, saying that Snapchat was "really not a great platform for advertising" and that the market had "tried to make them into something much larger." <h3>NOW WATCH: <a href="http://www.businessinsider.com/business-insider-in-cannes-ad-industry-execs-on-google-facebook-duopoly-2017-6">Heard in Cannes: World's leading marketing execs told us how they feel about the power of Google and Facebook</a></h3> Please enable Javascript to watch this video

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