December 5, 2012
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Volume 64 | Issue 7
THE PACE PRESS SERVING PACE UNIVERSITY’S MANHATTAN CAMPUS SINCE 1948
“Party Time” and “A Number” debut together for a good time IRENE SCHULTZ Contributor
The university’s renowned performing arts department has produced another fantastic week of theatre. The most dramatic of all works presented thus far, Caryl Churchill’s drama “A Number” was truly outstanding. Directed by senior Chad Chenail as a part of a magical night of one acts performed in the Schaeberle Theater—including Harold Pinter’s “Party Time”—Churchill’s complicated and eccentric script thrilled the audience. The play touched on the controversial subject of human cloning, along with the questions of identity and nurture. From the very moment the show began, the combination of video projection and the brilliant choreography revealed to the audience that the plot revolved around the concept of cloning. The idea of human cloning proves upsetting, establishing the unnerving tone of the play, which ultimately reveals itself as more of a tragedy than a drama. As the show evolves, an understanding is gained that there is more to the story than just human duplication, but that of the value and worth of a person. “Both once [sic] act plays had incredible performers, especially those in ‘A Number,’” said David Shocket, a member of the technical staff at the Schaeberle Theater. At first this particular production of the play got off to a bit of a rocky start because it was evident that the cast, consisting of two male actors, had forgotten several lines, interrupting the authenticity of the story. However, as the actors grew more comfortable onstage in their characters, the acting became more real and the lines came more naturally in the moment. The main plot of the play is based on the character of Salter, played by junior Soun Long, who becomes entangled in lies and conflicts with his sons. Previously, Salter was married with one male child. When his wife and mother of his son commits suicide, Salter attempts to raise the boy on his own and fails due to his inability to grieve the loss of his wife. Ashamed by his lack of success as a father, he ultimately sends his first son away. Regretting his troubled parenting and behavior, Salter feels he needs a second chance at being a father and clones his son’s DNA in order to create an exact replica and start all over again with a new son. With the implementation of the procedure, which was guaranteed to produce only one copy, having gone horribly wrong, Salter’s second son Bernard discovers he is not unique. The truth behind this story is revealed throughout the play as Salter’s first son, still alive, discovers there are other people who are just like him.
continued on PAGE 9 Top Left- Jimmy (Keith Vartanian) during the final moments of “Party Time” Bottom Left- Salter (Soun Long) confronting son (Jade Ziane) Top Right Salter and his son share a tense moment during “A Number”
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NEWS
December 5, 2012
Generation Citizen program inspires university sophomores
University sophomores empower high school students to be involved in government SHYAM NOOREDEEN Staff Writer This semester 10 university students participated in a twelve-week sophomore program called Generation Citizen –- a program that partners college students with public schools to teach a civic action course. During the course, teens identify an issue and develop ways in which they would like to address it. Sarah Khan, junior, taught at Brooklyn High School of Law and Technology and said, “It was a really interesting experience. It definitely had its challenges, but I absolutely loved every minute of it. I got to meet some really wonderful kids and watch them grow to really caring about our issue. Seeing them work so hard in these final weeks to bring everything together just makes me feel so proud of them.” Ann Marie Pavia, an Economics major, directs the university’s GC chapter. Pavia supports democracy coaches, the name given to GC college mentors, by conducting weekly meetings to ensure that they are having their concerns addressed. Should they need further support, GC also allows one to co-mentor with another democracy coach throughout the twelve-week period. Francis Galvez, senior, said, “I was lucky enough to have a hard working and competent co-democracy coach that helped me a lot throughout the semester. I had a lot of fun with the high school students. They were smart and attentive. It was a pleasure to work with them.” Galvez taught at Baruch College Campus High School. Although the nation emphasizes the participation of citizens in government, there are individuals from low-income and minority groups who choose not to participate. GC’s mission is to empower young people to become engage and effective members of society. Before becoming a democracy coach, candidates are required to complete a two-day training session in which they will be given comprehensive details of the curriculum, and shown how to develop and implement a lesson and action plan. All of the lessons are pre-planned in the curriculum handbook. For many democracy coaches, the initial thought of this commitment is intimidating. However, as they begin training and observing classrooms, these feelings usually dissipate. Classroom sizes vary, thus some democracy coaches are responsible for groups ranging from eight to nearly forty students. However, larger classrooms are always given two democracy coaches. Davina Zarnighian, junior, said, “I am teaching at Baruch College Campus High School and I took part in GC because I thought it would be interesting, [and] a challenge because I am not an advocate. The experience has taught me so much and I found out I am capable of doing things that I never though I could.” After students have identified their issue and developed an action plan, GC enables them to present these plans on Civics Day. GC classes from around the city gather at the Smithsonian National Museum of the American Indian to present their projects to lawmakers, principals, business leaders and other decision makers. Should you be interested in attending Civics Day, it will be held at the Smithsonian in downtown, Manhattan on December 11th, 11am - 2pm. GC is currently recruiting for the Spring 2013 semester. Interested students should send an email to Ann Marie Pavia at pace@generationcitizen. org.
University students participate in Generation Citizen Photos by Shyam Nooredeen
NEWS
December 5, 2012
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New York Tech Meetup presents tech talk at the university
Students attend presentation on NYC’s growing technology industry SHANE KIRK Staff Writer On Nov. 28, Jessica Lawrence, the managing director of New York Tech Meetup gave a special presentation to students at the university giving them a peek at managing the largest meetup and non-profit organization supporting New York’s growing technology community. Having such a vital role in the future of NYC’s tech industry, Lawrence was hand-picked for the job of leading the over 25,600-member organization in their representation of what the entire city’s internet and technology field has to offer the outside world. NYTM was founded in 2004 by Dawn Barber and meetup.com founder Scott Heiferman to showcase what local tech startups and businesses have created or are building through the use of gatherings, presentations, training, and meetups held throughout the five boroughs every month, drawing larger crowds with each event. The idea behind services like meetup.com is to provide a way that people can come together, collaborate, and share information even in the wake of tragedies such as the recent devastation the Hurricane Sandy inflicted on the greater tri-state area. “The beauty of NYTM is that is showcases to the world that NYC still has engineers who are capable of building great things,” explained Lawrence. Recently, university alumni Jeremy Pease and Rob Caucci presented their own startup company Space Splitter, to a packed crowd at the November 13th NY Tech Meetup held at the NYU Skirball Center for the Performing Arts. They showcased their newly founded service that allows roommates to delegate shopping and bill paying responsibilities to alleviate the struggles of sharing a living space with others; “Forever changing the way roommates manage their household finances and relationships.” Space Splitter is just one of the many companies and solutions that have arrived in New York and taken part in the meetups hosted by NYTM which draw an estimated 12,000+ attendees annually. The university is not only contributing alumni to the NY tech movement, but are also playing a role in hosting events as well. “We have been growing at a rapid rate, with over 200 new members joining every single month,” Lawrence said. Lawrence went on to compare the average NY Tech event to that of a Justin Beiber concert adding that, “our events have become so popular that people have even begun scalping tickets for them.” The reason that NYTM has become so increasingly popular is that it transcends the mundane power-point approach that so many businesses took in the past to share ideas. “We keep the magic in software,” explained Jessica, “those who make presentations at our meetups must actually demo live software! Screenshots, lectures and power-point slide shows are not enough.” The overall collaboration has been overwhelming and most importantly: inspiring. In darkened economic times it can be refreshing to see what others are doing to innovate and overcome. In an effort to increase education and inspiration amongst aspiring New York startups, the organization also launched a series of short video clips co-produced by NASDAQ OMX entitled “Startup Stories,” which detail struggles and challenges that New York based Startup Companies have endured, and
shares lessons and tips for future aspiring techies to go forth and start their own ventures. According to a recent case study called New Tech City published by the Center for an Urban Future, New York’s economy is prosperous in the wake of bleak economic times with 486 technology companies having been founded in the city since 2007, and the number of venture capital deals in New York rose by 32 percent from 2007-2011, while it fell by more than 10 percent across the nation. Companies like Tumblr, the online photo/ media blogging service, have been raising millions of dollars in capital and hiring here in New York. “Even Facebook chose to open an office here in the city, and more importantly an office of Engineers that don’t just market but literally construct a product which proves that NYC is building and doing things,” adds Lawrence. She concluded by reminding
“We keep the magic in software. Those who make presentations at our meetups actually use demo live software.” -Jessica Lawrence,
Managing Director of New York Tech Meetup
everyone in attendance why New York is able to blossom in the technology field, noting that because of the various other central points of business located in the city such as finance or fashion “here in NYC technology is not just a piece of the pie, it is the pie dish that holds the pie together.” The New York Tech Meetup is currently working with the city to lend aid to the Hurricane Sandy recovery, and has launched a new website NY Tech Responds. They are currently working to help the city and act as first hand tech responders in restoring vital systems and are currently accepting applications for volunteers. Additionally, they will be hosting a Hackathon to provide a platform for people to work together to create new solutions to help in the recovery and to launch their Hurricane Sandy Fundraising Campaign on Dec. 1 and 2. For more information check out: nytechresponds.org.
For more information check out: nytechresponds.org
POP TV student interest increases but university support dwindles University television station still struggling for space on campus THATIANA DIAZ Contributor
Pace’s Official Programming, POP Television’s presence at the university, is on the rise with new shows and heavier student and staff involvement. POP TV was founded in 2009 by four entrepreneurial sophomores. Their programming consists of completely student produced shows, giving students the opportunity to engage in broadcasting experience that is currently not offered on the New York campus due to lack of space and availability. Some of the experiences students receive are in the fields of filming, audio production, lighting, hosting, and film editing. Deliana Acosta, junior, said “I think it’s amazing what this club has to offer, especially since we do not get broadcasting opportunities the way the Westchester campus does.” One of the main goals of POP TV is to establish a better sense of community
“We are not given the same respect as some of the older clubs, even though we feel that having a television station is a huge asset to the university.” -Samantha Scadron,
Junior and POP TV Secretary
throughout campus. They do exactly that as they integrate clubs and services through the filming of various commercials and events, while also entertaining and informing the University. Their shows include: Cooking with the Dean, a cooking segment with Dean O’Grady, Good Day Pace, a news/talk show in the style of Good Morning America, Sabor in the City, an expose/reality show about the Sabor Latino dance team, and Pace Life, Pace’s version of MTV’s True Life. The most popular show remains Cooking with the Dean, as it has been the longest running show on the channel. In regards to how they choose their shows, Samantha Scadron, the programming secretary said, “We choose shows that we feel everyone will be most interested in.” POP TV has their weekly meetings in the middle of the week and they do most of their filming towards the end of the week. Each show is on a different schedule so they film based on the talent and member availability. Even though they are successful with their shows and have increased their student and staff involvement, POP TV faces many obstacles as a fairly new activity on campus. Scadron said “POPTV was founded in 2009 yet we are still considered to be a new club, and are treated as such. We are not given the same respect as some of the older clubs, even though we feel that having a television station is a huge asset to the university.” The club experiences issues when trying to gain funding to make important purchased for things like cameras and editing software, which are necessities for a television station. They also do not even have their own office, and have been told that they probably would not be eligible to get one. Despite these difficulties, POP TV remains a stable presence on campus. They are developing a few new shows for the spring. They air on channel 36 in Maria’s Tower and Fulton Hall and welcome all student-produced content. They are always looking for new members who know how to use cameras, lights, Final Cut, or who are just interested in learning about production. If you are interested, please email poptv@pace.edu for more information on the club and the meetings they hold every Wednesday.
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December 5, 2012
Phorzheimers Honors College perks outweigh workload Though honors curriculum is more challenging, students still enthusiastic MICHAEL “TJ” WILLIAMS Contributor
At the start of senior year in high school, students are stressing just to get accepted into college, but there are a handful of students whose primary objective is to get into the honors program within a college. Ultimately, the question is: Is Honors College worth it? Honors College requirements vary from school to school, but at the university, what is most highly considered is the academic reputation of a student. In order to be eligible as a freshman honors student, one must have a high school average of 90 or better, an SAT math score and critical writing of 550 or higher, and a combined SAT score (math and critical writing) of 1200. If a student meets only two of these two requirements, they may still be considered by the honors director for admission into the honors program. Current university students amd transfer students are also eligible for the program, but there are different requirements. These students must have completed two semesters (approximately 32 credits) and have acquired a cumulative GPA of 3.5 during their time at the university. Their acceptance is based on space availability and each student interested must adhere to the guidelines of the application for the Honors Program. An Honors student is expected to take a total of 8 honors courses at the university, attributing to about 20 percent of their needed credits for graduation. Furthermore, honors students on the New York campus must complete a senior honors thesis, whereas honors students on the Pleasantville campus must attend two events each semester that are sponsored by the Honors College. If a student fails to maintain a GPA of 3.3, they are put on probation and potentially suspended from the program. With these strict guidelines, it is difficult to discern whether or not the honors college is worth the process of application. There are undoubtedly numerous perks to being an honors student. To begin, honors students are eligible for more scholarships, which can definitely have a significant impact on any college student. Honors students are awarded $15,000 per year, split evenly each semester, to aid with the tuition costs. On top of this scholarship, each student in the Honors program is given either an iPad or a Dell netbook at no cost to them which they may keep after graduation from the university. They may also opt to receive a credit toward either a Dell Vostro 3550 or a Macbook Pro. Honors students are also permitted to register earlier than other undergraduate
students. This permits them to acquire the classes they want in addition to “better” time slots and professors. Fifteen honors courses were offered during the fall 2012 semester, and about thirty will be offered in the spring. Nelli Agbulos, freshman honors student, said, “I didn’t think I’d have so many options.” She also explains how these courses can also count for some of her major and core requirements. “I love how the Honors courses offer a variety of courses that apply to different majors, so there’s definitely room to take a class to fulfill elective requirements, or one that fulfills your Core or major requirements.” Conversely, Katie Shipkey, freshman honors student stated “There’s a good amount, but there aren’t always super interesting [courses].” It is not difficult to find the Honors course offered because each semester, the honors director, Professor Ida Dupont, sends out an email listing the courses open at that time. According to Agbulos and Shipkey, these classes are not any more difficult than current courses they are currently taking. In addition to a great resume builder, scholarships, and various perks, the Honors college provides students with the opportunity for personal satisfaction for a job welldone. Agbulos said, “Deciding to be a part of the Honors College is a decision I don’t regret [it] and I definitely recommend anyone who’s considering on joining to submit their application.”
FOR MORE INFORMATION CONTACT:
Office of Undergraduate Admissions (212) 346-1323 or Dr. Ida DuPont (212) 346-1389
CEO of New York Federal Reserve Bank vists University William Dudley explains banks’ involvement with post-hurricane recovery ANGELICA RAZACK Contributor William Dudley, the President and CEO of the New York Federal Reserve Bank, visited the university to discuss the nation’s economy with President Stephen J. Friedman on Nov. 29. The event, which was titled,“Regional and National Economic Outlook of 2013,” took place in the Schimmel Theatre. Students took the event as an opportunity to network with Pace’s distinguished alumni, some of who work at the Federal Reserve, and other prestigious institutions. The event was covered by several domestic and international news organizations including The Huffington Post, Newsday and The Wall Street Journal. Billy Pittman, a sophomore majoring in Economics, said the event “provides great exposure for economics and finance majors,” and hoped the event would provide him with a “better idea of the economic outlook.” The event officially started when President Stephen J. Friedman introduced Dudley, and provided a brief history of Dudley’s career and experience. Dudley has been the President and CEO of the New York Federal Reserve since 2009, and is Vice President of the Federal Open Market Committee, which negotiates the nation’s fiscal policies. Previously, Dudley spent a decade as Vice President of the Markets Group for Goldman Sachs. Dudley then took the stage and gave an explanation on the Federal Reserve’s function, and outlined his upcoming discussion on the economic outlook by making note of the “fiscal cliff”, regional outlook - specifically the effects of Hurricane Sandy, and the national outlook. The Federal Reserve receives accounts on what is occurring in communities financially. In regards to the effects of Hurricane Sandy; Dudley stated that the Federal Reserve is currently using a clinic in Staten Island to
obtain information on what financial aid is needed in the area. Dudley stated that before Hurricane Sandy, New York and other areas affected were on the right path, but that the storm will not derail economic expansion. However, production has slowed due to lack of transportation as well as other disruptions. To obtain information, each district member of the Federal Open Market Committee will consult with the board members to understand the groundwork in observing Sandy’s aftermath. The Federal Reserve plans to track conditions in each district by observing local housing conditions, taking a poll on the current needs of small businesses, and creating growth and outreach initiatives for loan programs to businesses. In reference to housing outlook, the Reserve is also looking to target low-income groups as well as communities experiencing high foreclosure rates. Dudley did mention that there is still room for improvement citing the 9 percent unemployment rate in New York as well as the national unemployment rate of 7.9 percent. He said that there are too many people out there who are “not looking [for work],” and in the past six months five million people have been unemployed. After Dudley’s remarks, the floor was open for audience members to ask questions. Audience members asked about student loans, the global economy and the relationship between job skills and education. Dudley said that when the economy gets going, more jobs will be created. Dudley said the economic outlook globally, is slow, even for China. In reference to the mismatch of the labor market and the skills that job seekers contain, he believes that education can reduce that mismatch by working closely with businesses to close the gap. Students who attended the event overall found the discussion to be valuable and thought-provoking.
Pittman said, “It gave me a better, well-rounded understanding of the economy post-election.” Bushra Anwar, junior, said, “[It] offered an interesting perspective…it sparked my curiosity even more. I’m glad I came, it was very informative and useful.”
William Dudley (left) and President Stephen J. Friedman (right) Photo by Scott Wynn
December 5, 2012
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OPINION AND EDITORIALS
THE PACE PRESS
DISCLAIMER: These opinions are expressed by contributors (students, faculty, administration and staff) to The Pace Press. These opinions are solely those of the individual writers and do not reflect the opinions of The Pace Press, the members of The Pace Press staff or Pace University. The Pace Press is not responsible and expressly disclaims all liability for damages of any kind of arising out of use or relevance to any information contained in this section.
Nazary Nebeluk Editor-in-Chief
The .007% Campaign: Why the stakes are so high for a number so low ANNIE BINGAMAN Contributor Inspired by the Clean Water Act’s 40 Anniversary, the Pace Academy for Applied Environmental Studies has launched a water awareness initiative for the 2012-2013 academic year. The .007% Campaign (or the Double O-7 Campaign) will focus on a variety of water related issues. The Campaign is dedicated to raising consciousness about the access to and protection of clean water, from a local to a global scale. It also highlights and connects people within our own Pace Community who have taken interest and initiative on water issues. You may be wondering, where does this figure ‘.007%’ come from? Well, .007% is the total amount, out of all of the water on the planet, that is readily available to humans for domestic, agricultural, and industrial uses. Although our existence is completely contingent on water, we too often overexploit it. The .007% Campaign is not only focusing on threats against water, but it is also a celebration of water as a crucial part of our lives! Water is everywhere. Along with air, water is one of the most important elements we depend on for survival. Although we can go many weeks without food, a human being can typically survive only 3-5 days without water. After Hurricane Sandy, many of us learned just how fragile our own access to clean water is. We also witnessed water’s destructive powers against our poorly prepared infrastructure. Water affects everything and it is a requirement for life on Earth. However, it is also involved in many divisive environmental and political issues: hydraulic fracturing, water distribution, meat production, agricultural pollution, the list goes on. Recently, many films have touched upon water issues. For example, rapper Jay-Z released a documentary several years ago called Water for Life, which explored the lack of accessible clean water in African countries. In October, a dozen Pleasantville students joined the .007% Campaign in for a screening of Last Call at the Oasis. But references to water do th
not end with documentaries. We see it in literature like John Steinbeck’s The Grapes of Wrath, we know it as an important element in the practice of many faiths, and heck, Matt Damon even co-founded the organization Water.org. Not only is water physically important to our bodies and lifestyles, it is also significant socially. It inspires art and travel. Water may very well be the ultimate symbol of life. The Campaign wants to show just how many places water can be found in the Pace Community, whether metaphorically or physically: from discussions in a Political Science class, to research in the labs, to shelves in the cafeteria. Here in America, we tend to take for granted our access to water. Nearly one billion people in the world do not have sufficient access to this resource. In the past year, we’ve seen that problem hit closer to home with record breaking droughts and the devastation of Hurricane Sandy. If we know it is vitally important, why do we waste it? Why do we not try harder to understand it and work within our means, not just for our own sake, but for the rest of the world and future generations? My name is Annie Bingaman. I am a senior Environmental Studies major and I am the .007% Campaign’s NYC Campus Outreach Intern. As a human being, water affects me greatly and as an environmentalist, I believe that it is important to get people discussing these water-related issues. We at the .007% Campaign will be co-sponsoring events and lectures throughout the school year, including a mock senate hearing on the Clean Water Act in the spring! If you would like to get yourself, your class, or your organization involved, or have an idea for a waterrelated event, email me at ab31195p@pace.edu. Please check out our Facebook page (and like it!) at www.facebook.com/007Campaign. Look for our logo and the simple blue circles plastered around Pace campuses, on the Homer Screens, and in the Pace Pulse. You can also visit our website for more information at www.pace.edu/007.
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EDITORIAL BOARD
Fotini Sachpatzidis Associate Editor Katrina Abreu Ads Manager Nicole Morales Managing Editor Damien Morgan Creative Director Sarah Aires News Editor Olivia Beteta Arts Editor Erick Mancebo Features Editor Brian Rentas Web Editor Kathryn Bosch Circulation Manager
STAFF Julia Yeung Shannon McMahon
Shyam Nooredeen
The Pace Press is the student newspaper of Pace University’s New York City Campus. It is managed and operated entirely by members of the student body as it appears above. The Pace Press welcomes guest editorials and letters from students, faculty, administration and staff. The Pace Press reserves the right to not publish any submitted material, both solicited and unsolicited. All submissions must include the author’s full name and contact information. The Pace Press 41 Park Row, Rm. 902 New York, NY 10038 www.pacepress.org editor@pacepress.org Copyright 2012
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December 5, 2012
ARTS
Lead singer Adam Lazzara of Taking Back Sunday serenades fans for two sold out shows at Terminal 5. Photo by Olivia Beteta
Taking Back Sunday celebrates anniversary with two sold-out shows OLIVIA BETETA Arts Editor It can be hard for most people to believe that it’s been ten years since Taking Back Sunday’s breakout album “Tell All Your Friends.” The album released back in 2002 was what helped put the band on the map. To celebrate the ten years since the original release, the band performed to sold-out crowds for two nights at Terminal 5. It was a homecoming of sorts for the Long Island natives, Taking Back Sunday, and they were warmly welcomed by a raucous crowd. The energy in the air was palpable as with each passing second concertgoers became more anxious for the headliners to appear on stage. Fellow NY natives Bayside and punk rockers The Menzingers proved to be just enough to whet the crowd’s appetite. As people filed into the three floors of Terminal 5 The Menzingers bellowed their critically acclaimed rage rock. After a relatively short set Bayside took their turn on stage. The band was in rare form. Every person on stage seemed to have a permanent smile as they performed. Maybe it was because it was drummer, Chris Gugliemo’s, birthday but more likely it was because this group of men
from Queens were thrilled to be home. They played each song as if it were their last, and even though the crowd was standing shoulder to shoulder they continued to dance along to every song. As marijuana smoke filled the air and beer coated the floors the mob screamed for Taking Back Sunday to enter the stage and the band quickly answered. Less than fifteen minutes after Bayside had walked off lead singer, Adam Lazzara followed by the rest of the original Taking Back Sunday lineup took the stage. Mosh pits were forming before the first chord of “What it Feels Like to be a Ghost” could even be struck. Never one to be out done, Lazzara was matching the crowd’s excitement with his own brand of outlandish stage antics. The set list was almost exclusively songs from the suburban classic “Tell All Your Friends,” but “Liar (It Takes One to Know One)” and “Makedamnsure” were just a few of the fan favorites played. As the band charged through their discography people began to rise from the crowds and ride and the hands and heads of their fellow concertgoers just for a chance to join Lazzara in his throaty screams. Then taking a seemingly never-ending microphone cord, Lazzara jumped head first into the crowd, in which
he preformed almost two and a half songs. The lead singer reemerged on the opposite side of the venue, a little worse for the wear but smiling nevertheless. It was very much a depiction of the band’s rocky journey to the show. After ten years, countless line up changes and an ever-fluctuating music market Taking Back Sunday has come out stronger for the journey. No longer in their twenties the rockers still managed to create a lively show. They never lacked in vigor as they too jumped across the stage along to the beat. They seemed to be the men they were when “Tell All Your Friends” was new. As the band exited the stage the crowd knew no encore would follow. There was no way to top the dynamism of the show yet there were no indignant yells or angry words simply lively discussion of the band’s stellar performance. The angst-ridden teens that drove around with Taking Back Sunday blasting in their car speaker were the same adults belting the lyrics during the show. It was a full circle journey for both the band and the crowd. Together they relived a part of life that was long-ago left behind. There could not have been a more fitting celebration and tribute to the tenth anniversary than those two nights at Terminal 5.
told she is “Divergent”. She is told that she must never reveal her negatively-looked upon status as “Divergent”. Roth’s novel has been getting more attention since Summit Entertainment recently bought the rights to the book; therefore a movie will soon be underway. It is rumored the film will be released in 2014 and the forerunner for Tris is Shailene Woodley, best known for her work in “The Descendants” and “Secret Life of the American Tennager.” Although this new science-fiction series has already grown as a new fan-favorite, people have begun to compare it Suzanne Collins’ “The Hunger Games”, which has already proven a great success in bookstores and box offices worldwide. “Divergent” and “The Hunger Games” trilogies are two great series yet there are many similarities among the two. In a recent interview when asked about the resemblances, Roth stated, “Well, I never tried to do that” but said she was glad her book was compared to a series of ‘The Hunger Games’ caliber. To begin, both protagonists are sixteen year old, strong-willed women whose choices are far more im-
portant than their abilities; Divergent’s tag line is, “One choice can transform you”. Additionally, both novels are heavily filled with violence and focus on similar themes including adolescence, corruption in the government, and clearly deviance. Julia Geisler, freshman and avid fiction reader, explains, “Even though there are many parallels that can be drawn between the two dystopian novels, there are more differences that set them apart. Personally, I think ‘Divergent’ is a greater novel, and definitely more relatable overall.” “Divergent” has a growing fan base, and with the new movie in pre-production, it will most likely further its expansion. These slight parallels between “Divergent” and “The Hunger Games” are just examples of commonly used themes in dystopian novels such as “The Giver” and “1984”, but it’s the plot and characters that truly set these two science-fiction trilogies apart. Divergent by Veronica Roth is highly recommended. The second book in the series, “Insurgent” is available now and the third book is still under wraps and more information about it should be released soon.
Divergent is emerging as a new must read in young adult literature MICHAEL “TJ” WILLIAMS Contributor
Veronica Roth’s debut novel, “Divergent”, takes place in the setting of a dystopian Chicago. The population within this futuristic setting are divided among five regions, or factions: Amity – the peaceful, Candor – the honest, Dauntless – the brave, Erudite – the intelligent, and the one in which the protagonist Beatrice “Tris” Prior lives, Abnegation – the selfless. Tris always felt ostracized by her own people and feels she does not belong within her specific faction because she thinks differently than they do. Once the adolescents in this futuristic Chicago turn 16 years old, they are required to take an aptitude test to determine if they are indeed within the correct faction, personality-wise. The test assesses them using reality simulations, but unknowingly; Tris realized her capability to manipulate the test and ultimately the government’s control. She scores equally among three of the sectors: Dauntless, Erudite, and Abnegation, and consequently, she is
December 5, 2012
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ARTS
Holiday giving doesn’t have to be a headache What and where to buy hipster friends something other than existential poetry NICOLE MORALES Managing Editor With the holidays just around the corner, it’s hard not to get caught up in the excitement of gift giving. During this time of the year, the latest gadgets, accessories, and other gift giving incentives are released, allowing buyers a plethora of options for gifts for their friends and family. This year brings many great options for all price ranges and interests, aside from the usual gadget gifts. Here are the most interesting, bang for your buck gifts ideas for 2012.
Concert tickets: For a fun and potentially pricey gift, give your loved one a concert ticket to their favorite musical act. Since the opening of the Barclays Center in September, countless big name musical acts have planned tour stops around the arena, so it should be easy to find something that piques your loved one’s interest. For fans of the avant-garde pop princess Lady Gaga tickets are a must as the songstress is set to appear February 22 and 23 at Barclays Center. For fans of English Alt band The Smiths, Morrissey is appearing at the Barclays Center again, just after the new year begins on January 11. Phone Accessories: While it may be difficult to gauge if your loved one would prefer the Samsung Galaxy S III versus the new iPhone 5, a safe bet is to accessorize the phone they already have. Phone accessories are becoming higher in demand, with the release of the new hot commodity phones. Rubber phone cases with built in battery packs for
the tech savvy, or clever and interesting phone cases for the trendy such as Marc Jacobs’ iPhone 5 cases featuring original illustrations. Texting gloves are also a great option, as techies can still play on their touch screen devices while keeping their fingers warm. Cameras: With the increase of the popularity of Instagram, more and more people are interested in investing in their own cameras whether cheap toys camera such as Lomography’s Holga 35mm camera or professional cameras such as the Nikon D7000. Cameras of any sort are a great gift for just about anyone who wants to add photography to their list of hobbies, which seems to be just about everyone these days. Gift cards: Gift cards don’t always have to be thoughtless. If you can’t decide on what to get your
loved one, then a simple gift card will still do the trick. However, make it to a thoughtful place they would otherwise never think of spending their own money on, like a spa, or a hair salon. You can also opt for an Amazon card, which covers a wide array of categories to choose from for the picky friend. DVD sets: Every once in a while, we like to stay home on a Friday night instead of going out. Nights where we can only seem to relate our problems to the likes of our favorite TV or film characters. Quentin Tarantino’s most unforgettable films, like the Kill Bill Series, and Pulp fiction was recently released as a boxed set for the movie lovers. In addition, the entire 7th Heaven series was also just released as a boxed set. Get nostalgic as you reminisce on a pre-Mrs. Timberlake Jessica Biel. For the musically inclined, there are also a variety of concerts on DVD, such as Amy
Winehouse’s ‘At the BBC.’ Whether you like to cringe or cry, there’s sure to be boxed DVD set out there for your loved ones. Museum Membership: A great alternative gift for the intellectual in your life is membership to their favorite museum. Several museums offer the option to gift membership. MoMA offers an individual membership The usual price of $85 for an individual membership is already a bargain for unlimited museum entrance, gallery talks exclusive for members, and $5 guest tickets. However, students can enjoy this perk for just $50. The Metropolitan Museum of Art offers membership as well. Their cheapest membership categories allows members to become part of the Met Net, which allows free unlimited access along with
members only email updates for just $70. Charitable Donation: Give the gift of giving back this season by giving a charitable donation in your friend or loved ones name. This is an especially great alternative gift to give to your loved one who has a charity that is near and dear to their heart. Give to foundations such as the World Wildlife Foundation, Relay for Life, Autism Speaks, or any others that will bring a smile to your face and that of your loved ones. Regardless of what gifts you choose to give your loved ones, anything individualiszed to the person will be appreciated. In place of the expected gadget gift, the cheaper option gift will often show how well you really know your loved ones and appreciate them. Avoid the cliche big gifts and instead buy something with more heart, something more useful, and something more tailored to the person. With these option gift giving doesn’t have to be so much of a chore. These personal
1. lomography.com 2. etsy.com 3. metmuseum.org 4. amazon.com 5. paramonthplace-dayspa.com 6. vanguardia.com
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Hurricane Sandy tribute brings boroughs together
ARTS
December 5, 2012
CHRISTIAN GOMEZ Contributor
Hipster and activist came together for a sold out concert at the St. Ann & Holy Trinity Church in Brooklyn Heights Nov. 17, with all proceeds going to Occupy Sandy and their relief efforts across New York. The unorthodox venue was host to Real Estate, Vampire Weekend, Devendra Banhart, The Walkman, Cass McCombs, and the Dirty Projectors all playing acoustic performances of their own popular songs and a few covers. The Concert was entirely Donation based and everyone in attendance offered from $30 or more toward Occupy Sandy and their work helping those who have been affected by the Hurricane in the New York area. A line that rounded the block transitioned to every seat being taken inside attendants were patience, polite, and charitable as the St. Ann Holy Trinity opened its doors for this very rare event as music and giving has come together. Occupy Sandy has quickly and effectively helped in the recover efforts of the New York, New Jersey and any other areas greatly affected, providing food banks, helping find shelters and generally helping those who need it the most. Important information for those trying to return to normalcy is offered by Occupy Sandy in both English and Spanish on topics such as getting rid of mold and properly killing germs with bleach. All this information is available free for anyone who needs it on their website. The concert was organized by volunteers from both the St. Ann Church and Occupy Sandy members who in five days. The bands played largely acoustic sets that fit the church setting. Devendra Banhart played to perfection with his unorthodox singing style, the most memorable of the set was Devendra’s duo performance with just his bassist as they played covers to Spanish songs and a few of his better known songs. The overall tone of the event was one of giving and enjoying music, all of the acts offered very personal versions of some of their biggest songs and closeness was felt in a venue that is typically a place of communion and good faith. The Occupy group has offered a very new type of benefit concert in a local venue that has a community that wishes to help and bands both of the areas that have been affected and bands that just wish to help in the relief effort. Bands such as Real Estate hailing from New Jersey played songs that describe their home state in a good light, counter to the typical stereotype of Jersey; all the acts chosen fit the venue and the concerts purpose of relief. Donations are still being taken, more information on helping or getting help is available online at http://interoccupy.net/occupysandy/.
Christina Aguilera’s new album still proves she’s “a genie in a bottle”
ERICK MANCEBO Features Editor
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Pop star Christina Aguilera last month released her latest album Lotus amid a whirlwind promotional tour that showcased the album everywhere from TV shows to radio stations. Aguilera, who has recently spent some time as one of the four judges on NBC’s successful singing competition show “The Voice,” where the album was also promoted, discussed the album on NBC’s “Late Night with Jimmy Fallon.” Her first in almost three years, the album was inspired by her new role as a mentor to young talent, and is meant to reintroduce her to the show’s younger generation of viewers who may not know her as a “genie in a bottle.” “Lotus Intro,” an airily ethereal track, serves as the opening number for the album, setting the tone for the rest of the album’s powerful messages with the lyrics “Songbird, rebirth, unearth creature/ Submerge from hurt pain, broken pieces,” and ending with, “Rise up, lotus, this is the beginning.”
The theme of self-empowerment, which cemented Aguilera’s fame with 2002’s “Beautiful,” continues throughout this album, especially with “Army of Me.” A pleasant progression from the first track, track two, “Army of Me” keeps a sense of airiness to it, but takes on an edgier backbone with strong drums and synthesizers. Throughout the track, however, Aguilera’s voice rises above all the instrumentals, cutting across most clearly at the song’s climax. The album continues at a good pace with “Red Hot Kinda Love,” a fun disco-esque dance track with an all-too-catchy “La la, lalala, lalala” mini bridge between verses and choruses. But the fun really starts with the first of Aguilera’s two collaborations on the albums, “Make The World Move,” which features Aguilera’s fellow “Voice” mentor CeeLo Green. The parts of the song build upon each other and lead to an explosive hornblaring plateau of sound, upon which Cee-Lo figuratively lands his bedazzled spaceship with his “Spinning faster, round and round/ Let me hear that future sound” refrain. The other collaboration on the album is with another one of Aguilera’s fellow “Voice” mentors, Blake Shelton. “Just a Fool” is a sad drinking-Jameson-neats-at-the-bar after a break-up kind of song. Literally, the song opens with, “nother shot of whiskey please, bartender/ Keep it coming ‘til I don’t remember at all/ How bad it hurts when you’re gone.” About halfway through the album, the familiar “Ah-Ahh’s” of the album’s first single “Your Body” introduce the controversial song. The explicit version of the song swaps “love” for “f--k” when Aguilera half-shouts the chorus, “All I want to do is love your body,” which, obviously, is great for the singer’s so-called younger generation of fans to be singing at recess. Regardless, the skillful production of the album shines throughout, especially with the dance tracks like “Let There Be Love.” Whether or not the production of the album will translate into commercial success remains to be seen, but it is already a more successful offering than Aguilera’s 2010 offering, “Bionic.” That album was both a commercial and critical failure, which was bad news for Aguilera, who was reeling from the box office failure that was her big budget musical/movie “Burlesque,” which co-starred Cher. Overall, however, Lotus proves itself to be a strong offering from a pop singer who has luckily experienced longevity in her career, and will likely continue to be successful thanks to her new role on “The Voice.”
December 5, 2012
ARTS
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University students embody the trending tattoo culture THATIANA DIAZ Contributor
No longer the shame of parent, tattoos are becoming more accepted as a form of art and expression. They are a big part of the cultural landscape in cities like New York. Almost 1,400 licensed tattoo artists operate in the New York area and tattoos are probably better and safer now than they have ever been, more creative and varied, applied in many cases by serious, highly skilled body artists. Pop star Rihanna wears nothing but her many tattoos for the December GQ cover and spread, but this is not anything new or controversial. While society is becoming more liberated and expressive, and piercings and tattoos become part of mainstream culture, the question still lies, when it comes to tattoos, when is it too much? Kristie Dash, junior, says “I feel tattoos become too much when they cannot be hidden under clothes or when they have big names of people who are not direct family members.” However, other students like Tamara Bonet feel it has more to do with the meaning of the tattoo, “It is a superabundance when the meaning isn’t there anymore.” It’s hard to look authentically rebellious or menacing these days, when even well behaved businessmen, professors and college students are inked. Tattoos have been used for centuries to reflect changes in life status, whether passage into adulthood or induction into
a group like the military or a gang. In recent years, tattoos have also become a fashion accessory, a trend fueled by celebrities. Yet, one must not let themselves be so quickly influenced and think of their career path when it comes to tattoos. For someone’s whose career path is that of an athlete or a music artist, then it is something that would be more acceptable. However, for the future businessmen, lawyers, or possibly even on-air reporters, they might want to give body art a heavy consideration. Jonathan Rivera, junior, states, “I want to work in the business world one day so if I get a tattoo, I want to make sure it can be covered.” He added “Walking into an interview or a meeting with a giant dragon on your arm or a skull on your neck probably isn’t the best idea. Modest tattoos, ones that can be covered up with clothing, are probably the better choice.” To some companies it is more about what you can bring to the table rather than what is inked on your body. Lawrence Marcus, president of IT sales company, Derive Technologies, states, “I do not judge possible candidates on anything but on what they could bring to the table, it has no bearing on it.” It also brings to question how tattoos are perceived in the classroom. Young people considering tattoos worry whether they will be judged by professionals like their professors. University Professor Charles Maryan shares his opinion on what he considers too much… “It’s a site specific problem, there is a guy at my gym, who is a yoga teacher with his entire body tattooed and I don’t think it enhances him.” Even though many have their own opinion, what is agreed on by most of the surveyed Pace students, is that one must think long and hard before walking into a tattoo shop. Aside from putting long thought into the art itself, it is important to research the tattoo shop and artist that you are trusting to put ink on your body, research company guidelines of possible companies you are interested in working for to get a general idea, and to think about how would you feel about the tattoo 10, 20, or 30 years from now. A report by the Food and Drug Administration found that 17 percent of tattooed Americans regretted it. And a tattoo that cost several hundred dollars could require several thousand dollars and many laser sessions to remove.
Photo Caption: Top Right- Sophomore Brendan Sagalow, Middle Left- Junior Yanishka Rodriguez, Bottom Right- Junior Hannah Williams. Photos by Thatiana Diaz
Schaeberle Theater wows audience with latest productions continued from PAGE 2 The use of the projection screen in the background added to the overall production because the somewhat eerie videos portrayed the scientific process of cloning while the script and actors contrastingly conveyed the emotional aspect. The music and repeating heartbeat cue enhanced the intensity of each scene and heightened the tone the author and director intended to portray. Chenail as director is nothing short of an artistic genius. The reoccurring stage blocking and choreography for the character of Salter was not only aesthetically intriguing, but at the same time illustrated with miming hand motions that he is the person responsible for conducting the cloning experiment. The background music added tension and in no way hindered the production. What really stole the show was the incredible talent Jade Ziane, who in this play made his performing debut at the university. He certainly made a great first impression. Surely, not a single audience member who had the
privilege to watch this young man perform can deny that they were impacted by his performance. Ziane’s ability to change clothes onstage and become a completely different character was very impressive. He fully committed to each different character, including that of Bernard 1 (Salter’s 1st son), Bernard 2 (the clone made to replace the original son), and Michael Black (one of the many clones of Bernard), and delivered a believable performance. It takes an amazing actor to be able to transform so drastically in the matter of minutes in order to act as a completely different version of a character, each with a different emotion. “Each version has their own agenda, which all intertwine because the sons have interacted with each other and know they all exist,” adds Shocket. The most memorable and exhilarating part of the play was the one moment of silence when Salter is on his knees begging for forgiveness from his original biological son, who sits, gun in hand, staring straight into the distance without moving a flinch. The audience was completely on the edge of their seats in suspense of when and if the trigger would be pulled. The actors were so in the moment
that the outcome was unpredictable and nothing could be expected. “The two performers in this play were exceptional and really enticed me for the whole performance” Shocket lauds. As the original son Bernard discovers his father’s replacement clone of himself, the play ends in death of all Bernard clones and ultimately of Salter himself. “The show is very dark, and somewhat creepy as well, and they conveyed clearly,” Shocket adds “I really enjoyed this production of the show.” With a script lacking any stage directions, a bare stage, and simple costumes, director Chenail had the freedom to make many decisions, none of which were mistakable or unjustified and all of which contributed to the overall production. The author’s main idea of the play is that of self. Salter meets and interacts with three of his “children,” all of whom have the same genetics, but are very different versions of that same person. For an entire intense 60 minutes, the audience of Churchill’s play “A Number” indulges in a person’s discovery that he is a clone. When one is not an individual person, they are no longer unique, but rather a number.
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December 5, 2012
Barclays winter calendar kicks off as Nets finish season Offerings include Disney On Ice, Rolling Stones and Andrea Bocelli shows DANIEL DEPASQUALE Contributor The Brooklyn Nets’ legacy at the Barclays Center was put on hold due to the devastation caused by Hurricane Sandy, as a result, their home opener against the New York Knicks was pushed back to a later date. The Nets began their tenure in Brooklyn in a game against the Toronto Raptors. The Barclays Center was packed and the anticipation was unlike that of any basketball game the borough has ever known. This game which eventually resulted in a 107—100 win was highlighted by black and white jersey’s dispersed throughout the crowd, countless renditions of songs by Notorious B.I.G. and Jay-Z as the game went along, and tons of optimism for the future of sports in Brooklyn. While at home playing in the Barclays Center, the Brooklyn Nets have had their way with opponents and have only lost one game so far in their new area while winning all of the other games they have played at home. A pivotal moment in the franchise’s inaugural season came when the Nets finally faced the New York Knicks and managed to pull off an overtime victory in this extremely closely contested match up. This marked the first time a Brooklyn team has beaten a New York team since the days of the Brooklyn Dodgers. It was a closely contested match up throughout, but the Nets managed to pull off the win with a 96—89 victory. Other key wins at home included a 114 point blowout against the Cavaliers where the superlative performances of Deron Williams (26 points) Brook Lopez (23 points) and Joe Johnson (25 points) led the way to victory. In this game, the Nets had been losing but Johnson, a newly acquired Shooting Guard from the Atlanta Hawks and his late game heroics proved to be the clincher and boost the Nets needed to prevail. The Nets can proudly say that they have beaten the Boston Celtics two times in two meetings against them. They did however, lose to the Lakers and Warriors on the road but managed to win three consecutive home games against the Clippers, Trail Blazers and Knicks in retaliation. This fighting and competitive spirit is one that Brooklyn showed through tough times during the hurricane and one that the Nets have shown as well. Their bench has played a key role in igniting the fire and causing excitement. Led by Marshon Brooks, Andray Blatche, and Reggie Evans, the Nets bench depth alone is a reason to go to the Barclays Center. Along with the team’s very solid performance on the court, off the court the Barclays Center has played host to many fantastic musical events as well. With Jay-Z as a partial owner, the excitement in both concepts of basketball and entertainment is always bound to be off the charts. From Nov. 30—December 2 Disney on Ice will present Rockin’ Ever After. Many of the Disney princesses
and heroines such as Ariel, Rapunzel and Belle will be on hand as will others like Mickey, Minnie, Beauty and Beast will all, for the first time ever, skate in Brooklyn. Andrea Bocelli will be singing on Dec. 5 and the Barclays Center is the proud to be the only revenue in the entire New York City area that will play host to an Andrea Bocelli performance. Bocelli will bring with him famed Welsh mezzo Soprano and former dancing with the stars contestant, Katherine Jenkins to assist him in his performance. On Dec. 8, the Rolling Stones will be performing. This is significant because it marks the Rolling Stones first US performance on the Stones “50 and Counting Celebration Tour.” Mixed in with these fantastic musical events, the Brooklyn Nets will be playing games against Kevin Durant and the Oklahoma City Thunder (who made it to the NBA Finals last year) on Dec. 4th and will have a rematch against the Knicks again at the Barclays Center on Dec. 11 which is sure to be another fantastic match as the Knicks look to get revenge, right before Christmas. All in all, the Barclays Center will sport some fantastic events throughout the month that cover the entire spectrum in terms of musicals, opera, and sports. Be sure to also look into the Nets Dec. 29 matchup against the Cleveland Cavaliers. Not only is it expected to be a fantastic basketball game, but it will also be the last game Brooklyn plays at the Barclays Center before we ring in the new year.
Gerald Wallace shoots for the basket Photo by Bruce Bennett/Getty Images
From Disney’s Rockin’ Ever After: Ariel, Belle and Rapunzel
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Office for Student Success seeks to support students in home stretch THATIANA DIAZ Contributor As the end of the semester nears, it’s very tempting to become lazy. It is easy to forget or postpone seeking advisement and registering for spring classes but finals are also around the corner, and the only thing that needs more attention than our future classes, are the ones we have now. Allie Blanchard, sophmore, explains “School becomes less exciting to me and I’m very anxious to just get home for my long break.” To help avoid flunking in the homestretch Christie Nadratowski , Office of Student Success advisor, shares some tips on how to end the semester on a high note. “My first and most important advice is to speak to your professor,” states Nadratowski. Students’ first initiative should be to talk to their professor since there is still time to get assistance. It is important to not be afraid of what judgments they will have, staff will most likely be appreciative that you came to speak to them. There is the possibility of extra credit, or rewriting a paper. You won’t know until you try.” Students need to make sure that you stay on top of all assignments and continue attending class. We have all heard or thought, “I haven’t missed any classes, so it’s no problem if I miss one now.” A popular misconception shared among university students is that if they have not missed any class throughout the semester, it should cause no
harm to miss classes in the end and they use their available “skips”. What most students are unaware of is that this thought causes more harm than good. Naratowski adds “The classes at the end of the semester are a little more important as teachers have reviews and advice.” Professors are more likely to inform their students on what to expect for the final exams. While preparing for exams, it’s important to remember not to wait until the last minute. We might have gotten by cramming for tests before, but it’s too far in this semester to risk it all on ill-advised study tactics. Going over previous tests, if the final is cumulative, is the best idea. Get together with the friends you have made throughout the semester in class to form study groups. You can all help each other end on a good note. With the excitement surrounding a semester’s end, it’s easy to forget about your available resources in the university. Nadratowski shares the many resources we have including “the library, your assigned department adviser, Office of Student Success, tutoring center, writing center, resident advisers, and deans.” Towards the end of the semester, most of these resources have walk in hours or longer hours to accommodate students in their preparations for finals. So just because we are in the home stretch of the semester, doesn’t mean it’s time to slow down. Now it is when students have to be more focused and stay on top of their game.
December 5, 2012
FEMA sets up at Pace
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CHRISTIAN GOMEZ Contributor The university housed the Federal Emergency Management Agency from Nov. 12 to 16 while the agency continued its ongoing Sandy relief operations. Open from 10am to 7pm, the FEMA university mobile station was set up in the reading room, a wing of the student union, while volunteers worked to help those who had been forced out of their homes or whose homes were damaged, by finding them temporary housing and helping those unable to get food. The agency is evaluating extending their stay, depending on the demand. Weeks after New York City suffered immense power outages, fires, and an enormous amount of destruction, many are still reeling from the storm. FEMA and many other government and non-profit organizations have been working toward helping those displaced by the storm. “Today was one of our busiest days with 15-20 people and depending on need we may stay longer” said Shandra Antonelli, who works for the TSA and is also providing assistance in the mobile station. Typically weekdays after 5pm, when many get off of work, the mobile center saw a rise in the number from those seeking assistance from FEMA. The university mobile station is one of many across Manhattan and the city providing to those in need. For students looking to help, “Simply spreading the word and informing those looking for help or volunteering at the other stations would help” said Antonelli. The area around the university, which was initially shut down, has returned to normal operations. Others affected by the storm in Staten Island, Red Hook and Far Rockaway (which still has no subway service) have not been so lucky. As FEMA and the university try to do their part, students are encouraged to volunteer at other locations, and spread the word about FEMA’s presence at the university. “One of the problems the mobile center has been having is students are unaware and those seeking help are having some difficulties finding where in the building FEMA is located,” said Antonelli. “The other mobile centers typically have larger banners that are easy to find and see.”
Rockaway residents flock around a FEMA truck on November 2 kqed.org
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December 5, 2012
FEATURES
Co-branding takes center stage in Hasbro-Zynga deal Faltering board game maker Hasbro looks to Zynga for product relaunch
ERICK MANCEBO Features Editor Within the past few years, the gaming industry has seen major changes in consumer behavior. 10 years ago, when gamers weren’t at home playing GameCube and Xbox, they carried around PlayStation Portables or Gameboys. Today, the proliferation of the smartphone has given those gamers—and the casual gamer—access to millions of game applications, right on their phones. This new wave of smartphone-based gaming is what troubled board game makers have set their sights on, hoping to ride the wave back into the black after years of declining sales. Hasbro has gone to great lengths to appeal to the changing gaming market by partnering with smartphone and online gaming tycoon Zynga. An industry force to be reckoned with, Zynga boasts best-selling titles like “Words with Friends” and “Draw Something.” The popular smartphone games are undoubtedly imitations of Hasbro originals, but instead of taking Zynga to court, Hasbro has courted Zynga in a distribution deal that seeks to bring Zynga’s versions of Hasbro’s games back on to real boards. The classic “Scrabble,” “Pictionary” and “Hungry Hungry Hippos” titles are being marketed under the new Zynga-repopularized monikers: “Words with Friends,” “Draw Something” and “FarmVille Hungry Hungry Herd,” respectively. Dr. Vishal Lala, university marketing professor, explained “Hasbro has found itself in a world where the majority of its market is spending time on social media and deriving pleasure from playing games similar to its own on social media platforms,” adding, “It is too late for Hasbro to launch a Words with Friends type of game…because Zynga has built a solid brand name amongst [the] Millenials [sic] that Hasbro is seeking out.” According to Dr. Lala, Hasbro faltered when it allowed Zynga’s games to overtake their board games in popularity and cultural relevance. Zynga’s imitations are different enough from the Hasbro originals that there is no case for copyright infringement, legally. “Hasbro is now doing the sensible thing of conceding to these online platforms and ‘friending’ them rather than ‘fighting’ them,” said Dr. Lala. “By buying brand license rights, Hasbro now has a chance of succeeding in the new Web 2.0.”
Dr. Randi Priluck, professor of Social Media & Mobile Marketing and Advertising classes at the university, said that the strategy Hasbro is implementing—called co-branding— has been used by brands before. Dr. Priluck’s 1997 paper “Cobranding in advertising: developing effective associations” specifically described how “marketers have begun to pair their…brands with existing brands that have powerful images attached to them in the hopes of linking these positive images with their products.” The news of the Hasbro-Zynga collaboration garnered mixed reactions. Graduate student Caroline Acebo understood why Hasbro would have to team up with Zynga, saying, “I guess I can appreciate the marketing strategy...I don’t think that kids that were born in 1996 have that memory of the [old Hasbro] games.” But while Acebo appreciated the new versions of the board games, others met the news with less enthusiasm. Jake Jackson, a pace alum, joked, “There’s a lot of facepalming that I want to do over this,” adding, “That’s just ridiculous. I don’t know what to make of this new world.” Dr. Lala, however, sees the change as a necessary evolution for Hasbro. “Board games have been on the decline for the last decade and a half because their primary audience moved over to playing video games, then online gaming and now social media gaming.” Even with the co-branding strategy, however, it seems unlikely that the board game market will survive for long. While he warned that it would be impossible to evaluate the potential success of the co-branding without seeing prior sales data, Dr. Priluck said the success would indeed be hardfought. “Consumers typically develop a set of associations around a brand,” said Dr. Priluck, “Words with Friends means ‘digital app’ to people, while Scrabble is a board game. Brands can change these associations, but it is difficult and time consuming.” The question of the board games’ viability in a fastchanging world still remained. It’s hard to imagine a future where children would choose to play with a dusty board game rather than fire up an Apple iPad or Microsoft Surface tablet. Dr. Lala wasn’t convinced of the co-branding strategy’s longevity, pronouncing, “The future of Scrabble and Scrabble-like board games is pretty dark.”
Graphic by Erick Mancebo | Images: worldofmonopoly.com