Thursday, October 17, 2013

Team Mulund Online- Local New Media

This post is talking about the team Mulund Online. Local businesses are still far away from the net era. There is not a single dedicated online website/portal about Mulund. Mulund Online is a proposal, it’s an attempt to build a stage between fellow Mulundites, a channel to communicate and come closer to each other and bring harmony, peace and respect. Conventionally Mulund Online be referring to Newspaper for News, Events, Advertising & Publicity, Yellow Pages, Classified, Education, and so on. The moment in time has changed and so is the technology. There was always a space in the localized news paper section. As there were many restrictions in local news paper implementation, there was always no great success in this segment. No single click information is available on each and every aspect of Mulund. Total Solution concept is still not in place. This portal is having all the contents which a news paper will contain, it is observed that there is not a single daily news paper on Mulund, here comes Mulund Online - daily updates of News & Happening in Mulund, updated Educational Info, Up to Date Yellow Pages, Online Shopping with a difference, Fun Contests, Bollywood & Entertainment, Always updated Mulund Help Line, Online Classified at down to earth rates, Citizen Charter to address problems in Mulund and many more interesting and interactive sections. Our mission is to deliver each and every latest available piece of information about Mulund to the entire world. To have the latest and last minute updated data on Mulund Online, this is not possible in print media. With the latest technology and interactive approach, we are providing latest information and try to become the Face of Mulund for the world.We are having an experience of more than 5 years in IT and Commerce. ‘Our step towards this portal is to provide total solution under one roof. As a Mulundite, we feel to have a web presence of our Generation Next suburb.’ Said Mulund Online team. The other way you can contribute to this Mulund Online movement is at least login to www.mulundonline.com once a day and makes this site your home page. 
Our long term goal and objective includes: 
• Create a complete web portal which gives all the Information about Mulund. 
• A complete Online Yellow Pages of Mulund.
• Provide IT service & product infrastructure
• All business solution under one roof with the help of new technologies. 
https://www.facebook.com/secretoflocalmedia/posts/216856088489428

MAD good will - Local Media

This post is regarding how popular MAD i.e. Mahesh Advertising And Designing agency is, what kind of advertises do they provide and so on. 
It is talking about the local ad agency with few branches around in mumbai but mainly in mulund.
MAD are simply concerned in advertising and brand promotion of products, corporate, businesses, coaching classes, etc. Mahesh Advertising And Designing offers outstanding services and covers all type of advertising medium like Newspaper Advertising, Television Advertising, Radio Advertising, and so on.
Mahesh Advertising And Designing have competitive charges and they can take full responsibility of advertising campaign including ad design, circulation etc.  Mahesh Advertising And Designing are situated at 1ST FLR, Mad House, Near Ambaji Dham Mandir, M G Road, Mulund West and they can be contacted by email or phone through this listing. Mahesh Advertising And Designing are engaged in business of Radio Advertising Agency since many years, Mahesh Advertising And Designing have wide experience, and they maintain good quality. Mahesh Advertising And Designing till now have received quite awards as the one number media advertising agency.
Click on 
https://www.facebook.com/secretoflocalmedia/posts/216850865156617

The MAD story- Local Media

This post is regarding the journey of MAD Mahesh Advertising and Designing agency for print ads and all. 
The story was quite usual: It started with small relatively young clients. Its first client was a small player in the Mumbai realty sector. In fact, over the years, the MAD agency has used this sort of small or new clients to its benefits, turning its ability to provide value and innovative solutions to these clients into one of its core strengths. “For us at MAD, it is important that we give our clients a strong presence. Give them the best business, and make sure that every rupee spent by them counts,” said Director, MAD, Manish Thakker. So in order to provide the best value for money for their clients, as well as stay ahead of the competition, MAD decided to innovate. They came out with simple solutions – offer media packages to their clients at subsidised rates. So began the initiatives. “We had begun the ‘MAD Shop-o-shop’, where we took yearly contracts with publications at discounted rates. We then passed on those discounted rates to our clients in the retail market in Thane,” said Director, MAD, Piyush Thakker. This proposal was highly successful, and it provoked the folks at MAD to introduce similar concepts for its realty and education clients, which were called ‘Prop-o-prop’ and ‘Class-o-class’. The advantage was that our small clients, before these packages arrived, used to advertise just in Thane, but they now advertise across Mumbai, says Piyush Thakker. MAD also has other divisions like ‘Carnival’, which caters to medium sized clients and ‘One White Hair’, its in-house creative agency. Most of MAD’s clients are from the suburbs of Thane, Mulund and Chembur. Their main business comes from the retail, realty and educational sector though they have done a fair amount of work for clients across other sectors, too. The agency provides services in Print, OOH, TV, Radio, Digital, Mobile and Exhibitions, among others. Some 65 per cent of its business comes from print. Over the years, the agency grew from primarily dealing in ad releases to now providing branding solutions. With innovation in its DNA, MAD’s future goal is to explore that quality even further. Manish Thakker adds: “We have been witnessing a 100 per cent growth in the last four to five years. As of today, we are a Rs.40 crore business. Our goal is to take the business to Rs.100 crores by 2015.” 
All The Best MAD.
https://www.facebook.com/secretoflocalmedia/posts/216845658490471

SERVICES OF HOME NEWS - Local Media

Home Cable owns and manages one of the most advanced cable systems in Mumbai. Serving around 68000 customers, they offer cutting edge technology, the richest range of Home Entertainment and information choices for the whole family to enjoy and superior value that demonstrates that customer satisfaction is our number one priority.
Home team works hard to provide its services, simply imagine the ideal cable TV for your lifestyle programming that entertains you, informs you, and lets you unwind Home Cable provides you with the very best in home entertainment, information and communication. Ever since the company was formed, Home have been at the forefront of technology, striving to make life more enjoyable and less complicated for the communities they serve. From the employees to corporate executives they strive to keep pace with a changing world. 
HOME new cable and high speed online offers unparallel value, providing the maximum in choice, quality, convenience and affordability.
That is exactly what the future holds for Home Cable. Under the leadership of Girish Kothari, a man unparalleled in knowledge about and intention to integrate every aspect of digital technology, it will not be too long before the end customer is enabled to have access to the latest technologies at a single point of contact, said Home Team. 
Home Cable can take care of all your TV and internet needs.
https://www.facebook.com/secretoflocalmedia/posts/216178775223826

HOME NEWS- Local Broadcast media.

Home News belongs to one of the best cable i.e. Home cable which today its about local broadcast media and very know, its Home News. 
Home news is a news provided by the HOME CABLE ENTERTAINMENT INDIA PVT. LTD. which is a part of industry since 1991 and Home News is a local news channel that covers Mulund , Bhandup , Thane and so on. 
It is home to a influential management team that shares an entrepreneurial spirit with huge and rich experience in the field of cable TV, Internet and Broadband services.
Team said, Hats off to our 15 glorious years of service with success achieved each day through leading attitude, creative thinking and of course a lot of hard work.
Home Cable, one of the nation's most experienced cable service provider, has managed cable television systems since 1991. So we can say this, be it a housewife or a child, be it a professional or a student, be it a struggling entrepreneur or an established businessman, Home Cable, will always focus on deriving the best of technology in its simplest form, so as to enable people to use knowledge, information and entertainment to its maximum potential. 
Good Going HOME CABLE Team.
https://www.facebook.com/secretoflocalmedia/posts/216177448557292

SpeakOut Newspaper - Local Media Navratri special

 Speakout newspaper provides information on the festival Navratri.
Speakout team said that people from colaba, cuff parede come to attend this occasion. It even said that Central Mumbai To Dance on Beats Of Navratri, Speakout team went to cover the festival navratri at Kalidas with cover news, Pramod Mahajan Memorial Foundation and Even Ammbaji Dham Mulund. At Kalidas there were quite huge crowd and its very popular place, kalidas exist almost since 7 years, at kalidas all good singers like falguni pathak are invited. 
Viju shah's Pramod mahajan memorial foundation is doing great as per the team crowd is high class in viju shah. Team of speakout have given the entire schedule for 10 days at Ammbaji Dham. Team added they enjoyed and had fun in all these functions, liked to attend and felt good to be part of the respective areas. Even this year mulund rocks in navratri festival as every year.
Click 
https://www.facebook.com/secretoflocalmedia/posts/215456571962713

MULUND MEET NEWSPAPER - LOCAL MEDIA.

The Mulund meet newspaper is another local newspaper published in mulund. The newspaper cost only 50 paise. which consist of 08 pages filled with information and advertises. The newspaper even provides job placement column.
The newspaper provides ads like coaching classes, local tours, Clothes showroom, pain clinic and so on. 
The Mulund meet newspaper focuses more on crime beat, infrastructure and government, and general news. 
The mulund meet newspaper seems to follow communism and regionalism in the news and information in it.  

Newspaper follows more of yellow journalism with can be known as soft news and lite entertaining news. 
Small scale newspaper is filled with good news informations.
for more you may visit 
https://www.facebook.com/secretoflocalmedia/posts/215150798659957

GURJARMAT NEWSPAPER - LOCAL MEDIA

Gurjarmat is local and good demanding newspaper in mulund. Gurjarmat newspaper from its name it self you will come to know that it belongs to Gujarati community. 
Gurjarmat is printing is of gujarati language or you can say script. The advertisements used in newspaper are like Jewellery ads, Coaching classes ads, Banquet halls, Choco Tours, A.C. car solutions and so on.  The Gurjarmat newspaper team follow the religious believes, even they are quite communist believes. The spokesperson from gurjarmat said that they do write on the local issue but their main focus is no the gujarati religion and they write mostly regarding to their community.  As local news firm the advertises used are proper and good. 
As this is a season of Gujarati festival NAVRATRI the news firm started providing the pre information like what is latest trend for navratri and few writing are related to religion. As festival is going on gujarmat gies lot of information about Navratri and its excitement in minds of people. How energetic people are.. so on. 
So as per the season Gujarati enjoy and Gurjarmat Newspaper simply ROCKS 
To know more click 
https://www.facebook.com/secretoflocalmedia/posts/214995192008851

ACTIVE MULUNDKAR- New Media

Active Mulundkar is New Media which deals with local issues and even provides information about mulund and people are free to post here. 
Active Mulundkar has been started on March 18, 2013. 
The Active Mulundkar team gives message to the youths in mulund that, We are a group of youngsters from Mulund who are working towards the betterment of society. If any of you have any kind of problems (social/civic) please inbox us. We will try reaching the concerned officials and try to resolve the issues at the earliest.
Active Mulundkar shows the issue on general beat like road issue, some social get together and so on. 
Active Mulundkar is also providing health awareness.  
https://www.facebook.com/secretoflocalmedia/posts/514764071948390

Tuesday, October 8, 2013

MAD - Secret of Local media.

Before One thinks MADLY on what MAD is Lets give you introduction of MAD, it is something new for everyone, MAD is exactly about its MADNESS.
Mahesh Advertising And Designing so from the name itself one might get to know it’s something related to media but what it is? Is it related to media agency? What all they offer to customers . All answers e are given by the MAD in detail along with their great points.
Seriously speaking we are mad, an INS accredited two decade young agency, the biggest in central Mumbai suburbs. Our 360 degree media and approach and excellent media relations have won us many awards from different publications.
More about MAD is like they provide Excellent Media Relations, Competitive Rates, No Compromise on services, Good Creative Strength, 360 Degree Media Approach, Excellent Client Retention – Record
and so on. MAD simply deals with good work and best work to keep its success maintain.
To Know Madly For MADNESS Click To the link given :
https://www.facebook.com/secretoflocalmedia/posts/214562125385491 

Speakout Newspaper Mulund & Education Beat

The two articles on education beat is on the ROTARY CLUB OF MULUND awards Saraswati Samman, there was some kind of award function by Rotary Club of Mulund. 
Gajendra the editor of the firm said that the Rotary club of mulund held this function. He added that this award function was regarding the education performance in schools of mulund. Gajendra said that it was the celebration awarded about 350 students from different school of mulund in various categories like SSC topper above 92%,and so on.
Where as there was another article on the educational beat it was based on creating alertness regarding the disease which are high these days.
DENGUE AND MALARIA awareness at V.G Vaze college.
There was a social awareness held by the NSS Unit of V.G Vaze college and along with the Health Department of BMC conducted dengue and Malaria programme in Radhabai Vaze Auditorium of college on 17th of September 2013. Gajendra said that the BMC officer Dr.Nilam Sali, Rahul Hivare and colleagues attended the programme. One can say that Speakout is working well for the educational beat.
To know More you may click on the link provided 
https://www.facebook.com/secretoflocalmedia/posts/213752285466475 

Speak out Newspaper- The voice of common man

Speak out Newspaper- The voice of common man, is a local newspaper in Mulund. The firm is based on small scale and so it captures the local news. They do write even on the under dog stories of mulund like a girl passing with good scores even though facing many problems and so on. Speakout covers the development sector too, how the government is working on the infrastructure. Local problems of society is also been covered by speakout newspaper. 
Speakout newspaper mainly print the ads of Coaching class, Construction sites, local tour and travels, Local hotel and so on. 
The newspaper consist of 12 pages of reasonable price Rs.2/-. 
Gajendra the owner of the newspaper said that the are trying to bring the newspaper to a good platform. Few more branches they are planning to open locally said Gajendra. 
Speakout newspaper is writing on the political beat, general beat, Seasonal column, Science and technology beat and even of the development or environmental beat. 
For Further details visit on
https://www.facebook.com/secretoflocalmedia/posts/212989955542708 

Speakout Covering News on event- Local Media

 Speakout is another local Newspaper firm situated in mulund, this post is on how the firm is Covering News on event. 
Speakout newspaper mulund has covered an event on Mahatma Gandhi's birthday on 2nd october, 2013 it was his annual Peace March in return to give Mahatma Gandhi respect. Gajendra the editor has covered this event he said that Jayesh Mirani the president of the association has kept some activities for which the prizes were in cash form. He even informed that event begun at 7:00 am which
 covered a distance of 8 km . 

Every year this association takes out march in respect to Mahatma Gandhi and many of the youths & citizens takes keen interest on this day, said Gajendra. It was interesting to cover this event he added.
For further information visit on fb page 
https://www.facebook.com/secretoflocalmedia/posts/213406898834347

Opinion of PNR on Gang Rape Case


PNR local news firm which is owned by Nitin Maniar, he is the freelance photojournalist for Times Group. 

Nitin Maniar said that the gang rape in mulund was done by 5 rapist who were under 30 years and raped 40 years poor lady. Nitin Maniar said that according to police, those five are arrested named Ajay Mahavir Gechand, 20, Mahesh Ramchandra Maragaje, 28, Vahhid Kaiyum Sheikh,23,VasimSamadShekh,25 and Dastagir Abdul Khan, 19. They have been booked under Section 366 (abduction), 376 (rape), 377(unnaturalsex)and120B(criminalconspiracy) and remanded in police custody till September 30 and the lady is sent for the medical examination and awaiting for the results . 
Picture by Nitin Maniar 

for further detail you may visit on fb page https://www.facebook.com/secretoflocalmedia/posts/212205005621203

THE SECRET OF LOCAL MEDIA _ PNR INTRODUCTION


PNR is the newspaper introduced in the year 2008. PNR is owned by Nitin Maniar, he is having the experience of more than 14 years.
Nitin Maniar is having a good knowledge about photography and he even works as a freelance photojournalist.
Nitin Maniar's PNR is publishing in four local language English, Marathi, Hindi, and Gujarati. The Newspaper cost Rs.2/- only and weekly twice circulation is there.
The Advertising Rates as follows :
Colour Full Page Rs. 10,000/-
Half Page Colour Rs. 6,000/-
Quarter. Page Rs.4,000/-
B/W Full Page Rs.6,000/-
Half Page Rs.4,000/-
Quarter Page Rs.2000/- as stated by the editor Nitin Maniar. 
The Newspaper used to be circulate earlier but now its just available online. PNR  news cover general and local beat . For further details you may visit to the mention link:
https://www.facebook.com/secretoflocalmedia/posts/211870558987981 

Friday, August 9, 2013

How Can You Make A Huge Difference To The Indian Economy

MUST READ... 
SPEND 3 min to read this and make 
your Future Bright 
YOU CAN MAKE A HUGE DIFFERENCE 
TO THE INDIAN ECONOMY . 
Before 12 months 1 US $ = IND Rs 39 
After 12 months, now 1 $ = IND Rs 
56.619 
Do you think US Economy is booming? 
No, but Indian Economy is Going 
Down. 
Our economy is in your hands... 
A cold drink that costs only 70 / 80 
paisa to produce, is sold for Rs.9 and a 
major chunk of profits from these are 
sent abroad. This is a serious drain on 
INDIAN economy. 
What you can do about it? 
1. Buy only products manufactured by 
WHOLLY INDIAN COMPANIES. 
2.You don't need to give-up your 
lifestyle. You just need to choose an 
alternate product. 
All categories of products are available 
from 
WHOLLY INDIAN COMPANIES. 
LIST OF PRODUCTS 
COLD DRINKS:- 
DRINK LEMON JUICE, FRESH 
FRUIT JUICES, CHILLED LASSI (SWEET 
OR SOUR), BUTTER MILK, COCONUT 
WATER, JAL JEERA, ENERJEE,and 
MASALA MILK... 
INSTEAD OF COCA COLA, PEPSI, LIMCA, 
MIRINDA, SPRITE 
BATHING SOAP:- 
USE CINTHOL & OTHER GODREJ 
BRANDS, SANTOOR, WIPRO SHIKAKAI, 
MYSORE SANDAL, MARGO, NEEM, 
EVITA, MEDIMIX, GANGA , NIRMA BATH 
& CHANDRIKA 
INSTEAD OF LUX, LIFEBUOY, REXONA, 
LIRIL, DOVE, PEARS, HAMAM, LESANCY, 
CAMAY, PALMOLIVE 
TOOTH PASTE:- 
USE NEEM, BABOOL, PROMISE, VICO 
VAJRADANTI, PRUDENT, DABUR 
PRODUCTS, MISWAK 
INSTEAD OF COLGATE, CLOSE UP, 
PEPSODENT, CIBACA, FORHANS, 
MENTADENT. 
TOOTH BRUSH: - 
USE PRUDENT, AJANTA , PROMISE 
INSTEAD OF COLGATE, CLOSE UP, 
PEPSODENT, FORHANS, ORAL-B 
SHAVING CREAM:- 
USE GODREJ, EMAMI 
INSTEAD OF PALMOLIVE, OLD SPICE, 
GILLETE 
BLADE:- 
USE SUPERMAX, TOPAZ, LAZER, 
ASHOKA 
INSTEAD OF SEVEN-O -CLOCK, 365, 
GILLETTE 
TALCUM POWDER:- 
USE SANTOOR, GOKUL, CINTHOL, 
WIPRO BABY POWDER, BOROPLUS 
INSTEAD OF PONDS, OLD SPICE, 
JOHNSON'S BABY POWDER, SHOWER 
TO SHOWER 
MILK POWDER:- 
USE INDIANA, AMUL, AMULYA 
INSTEAD OF ANIKSPRAY, MILKANA, 
EVERYDAY MILK, MILKMAID. 
SHAMPOO:- 
USE NIRMA, VELVETTE 
INSTEAD OF HALO, ALL CLEAR, NYLE, 
SUNSILK, HEAD AND SHOULDERS, 
PANTENE 
MOBILE CONNECTIONS:- 
USE BSNL, AIRTEL , RELIANCE . 
INSTEAD OF Vodafone 
Food Items:- 
Eat Tandoori chicken . home made 
food 
INSTEAD OF KFC, MCDONALD'S, PIZZA 
HUT, A&W 
Every INDIAN product you buy makes a 
big difference. It saves INDIA. Let us 
take a firm decision today. 
BUY INDIAN TO BE INDIAN...

Thursday, July 11, 2013

Gold Buying Slows As Prices Hit Two-week High

MUMBAI (Reuters) - Gold traders in India, the world's biggest buyer of the metal, refrained from fresh purchases as prices jumped to hit their highest level in more than two weeks.
Gold imports into India declined about 81 percent on month to 31.5 tonnes in June after the government raised import duty and stopped consignment imports, but demand could rise in coming months, creating problems for a government battling a record high trade deficit.
"The market is quiet, no one is interested to buy at these levels. We are not able to sell even a kg of gold," said Harshad Ajmera, proprietor of wholesaler JJ Gold House in Kolkata.
The actively traded gold contract for August delivery on the Multi Commodity Exchange (MCX) was 2.43 percent higher at 26,737 rupees per 10 grams, after hitting a high of 26,858 rupees, a level last seen on June 24, in line with global markets and a weaker rupee.
Global gold jumped to its highest level in more than two weeks after Federal Reserve Chairman Ben Bernanke said the U.S. central bank would continue its accommodative monetary policy for now to support the economy.
The rupee, which weakened but stayed below 60 rupees mark, plays an important role in determining the landed cost of the dollar-quoted yellow metal.
Silver contract for September delivery on the MCX was 3.8 percent higher at 41,700 rupees per kg.
The following were the prices of gold and silver in rupees as of 1315 local time in the spot market, quoted by HDFC Bank:
(Reporting by Siddesh Mayenkar; Editing by Anand Basu)

Thursday, March 21, 2013

Psycho


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Review on this powerful, little Mad & Tricky moive- Psycho (1960).

Director: Alfred Hitchcock.
Thriller Movie
Psycho- a tricky movie, Psycho was the very first movie counted in Scary  and horror movies till the-movie-exhausted-was-introduced.
The Movie is almost based on voice over which made it looked very crispy in its way. The movie was low budget movie brilliantly-edited with the good camera angles and light effects used. The movie which was full of thrill and suspense made everyone's curiosity too eager. Now about-the-characters,-so-i-would-like-to-give-a-brief-introduction:
Marion,-she-played-role-of-victim-Sam,-played-role-of-Marion's-boyfriend
Arbogast-was-the-character-who-was-investigator-in-movie
Norman, a very interesting character... played multiple personality role.. 1st was owner of Bates Motel and ahaan..! not now will reveal you the 2nd character later.
There were three more interesting characters one is Marion's sister, next two characters are officer-and-his-wife.
One evening, Marion was driving car and she was really disturbed, she was having $40,000 along with her it was raining heavily marion saw a hotel- Bates Motel so thought to stay a night in hotel and leave early morning for Phoenix. She went in and got room for her she asked norman to bring some food for her as she was hungry and they both had a quite good conversation with each other but wait there was some emotional talks also going norman told about her mom who was widow and after her husband's death she went mad and she is the only best friend of him. There after she left the place & went in room.. oh no this was scary.. someone entered-in-bathroom-&-killed-Marion.
(Now here is the entry of Arbogast, sam and marion's sister) Sam & marion's sister were really worried about marion missing so they appointed arbogast for finding her.. Arbogast finally got the clue that marion was there on that night but first norman refused to say that she stayed there and then when arbogast saw her signature in register then norman started giving a little information but he was stammering in between so now arbogast became sure that something is wrong there and he informed sam about it. Oh no one more murder wait this is arbogast only...
Marion's sister and sam went to officer privately at his place, in next meeting officer told that norman is innocent and he know him wel and still if he wants to take action so he can come in office and log a complaint against norman so it was of no use.
Sam & marion's sister went to bates and booked a room. They got some evidence there and
for more she went to farmvile of norman to talk with his mother. Aww thats great she found Mrs.Bates there Uh..! wait it was dead body of her which turned to bones from past many years and norman kept it secret as he loved his mom so he wanted to keep her alive but that makes no sense...!
Finally got to know, it was norman who was murderer oops sorry he was a Psycho murderer. He use to think that his mom kills but it was he who use to come in the character of his mom and kill.-Yes –this-was-the-interesting-2nd-character-of-Norman.
you can say simply it was a case of Multiple personalities.

Rudolf Arnheim


c

Rudolf Arnheim (1904-2007) eventually became more famous as a scholar in the fields of art and art history, largely abandoning his theoretical work on cinema. He was a revolutionary figure in film studies, best known for his landmark book on silent cinema Film as Art. However, his later aesthetic theories on form, perception and emotion should play an important role in contemporary film and media studies.
The contributors bring Arnheim’s later work on the visual arts to bear on film and media, while also reassessing the implications of his film theory to help refine our grasp of Film as Art and related texts. The contributors discuss broad range topics including Arnheim’s film writings in relation to modernism, his antipathy to sound as well as color in film, the formation of his early ideas on film against the social and political backdrop of the day, the wider uses of his methodology, and the implications of his work for digital media.Abizarre series of fictitious technical innovations that he had dreamed up. These included: A special camera that filmed scenes in 5 languages at the same time – the camera was equipped with optical filters to select those elements that were compatible with different countries’ tastes; and the film was developed using developing solutions flavoured with tomato sauce for the Italian version, ‘bouillabaisse’ for the French, Bavarian beer for the German, and tea for the English; A technique of recording sound on a thread, for editing by a dress-maker or tailor; The Erotoscope, a telescope that radiated invisible ultraviolet rays, through which aspecial guardian was able to discover any violations of public morality in the cinema during the projection; the guilty had to pay a fine, according to the gravity of the offense;  The discovery of a film bacterium that infected the audience and led to ‘screen-phobia’ – the abhorrence of film screenings – which after further two weeks of incubation becomes ‘screen-mania’, resulting in a considerable weakening of the pa-tent’s cash resources; in the third stage of this disease, the subject experiences an irresistible desire to become an actor, director or production manager; Arnheim also reported the invention of the close-up, or rather, of the conceptual notion of ‘close-up’. The Italian for close-up is ‘primo piano’, which means. Not only ‘foreground’ but also, and literally, ‘first floor’: the ‘primo piano’ was invented by an elderly woman called Emilia Close upper in her old house. Beyond the humorous dimension of this enjoyable article, its sarcastic – even sardonic – tone shows ascertain resistance to innovations and implies a critique of “talkies” (that is, to the introduction of speech), censorship, star-mania, and formalistic style. At the same time, the article extols the “wonders” of technique and implies a challenge to it: technology must be used to achieve a more artistic result, rather than mechanically reproduce reality.