Going After Cacciato Free Essays

Waking up from the American Dream in Going after Cacciato (Tim O’Brien) What passing-bells for these who die as cattle? Only the monstrous anger of the guns. Only the stuttering rifles’ rapid rattle Can patter out their hasty orisons. (from Anthem for Doomed Youth, Wilfred Owen) Sassoon’s epitaph â€Å"All Soldiers are dreamers† at the beginning of the novel functions as a signpost signaling the shape the novel will take. We will write a custom essay sample on Going After Cacciato or any similar topic only for you Order Now It does not merely deal with brutal horror, it is imagination. Reality and dream, fact and imagination are interwoven. The choice of Siegfried Sassoon suggests the Great War, the English experience of war, which can be compared to the American Vietnam experience, for it had the same impact: total disorientation and national trauma because of lost values. This novel then deals, in story and structure, with the war experience, but also with the US society’s influence on that war through the ordinary soldier. The common grunt raised the question how to act properly in this horrible situation, in which he even did not know whether his presence was morally justified or not. Yet he concluded that, although he knew this war was just as insane as any other war, he should not run away from his duty. He stayed in the war, because of his personal obligations to society. Not out of idealism, but merely because his people expected him to. In novels dealing with Vietnam we often see veterans coming back into the American society (like in Caputo’s Indian Country), but here we are confronted with the country itself. The novel Going after Cacciato deals with the journey to Paris an American soldier fantasizes about. It is November 1968 and Spec. Four Paul Berlin is in his observation tower in Quang Ngai, Vietnam, by the South China Sea, performing his tour of duty, which lasts 365 days for the common grunt, the foot soldier he is. He feels he has come to Nam in another way than soldiers had gone to the Second World War and to Korea. His lieutenant, Lt Corson had been in Korea, and he was looking back to it with nostalgia: â€Å"In Korea, by God, the people liked us. Know what I mean? They liked us. Respect, that’s what it was. And it was a decent war (†¦ The trouble’s this: Nobody likes nobody. (p. 134) New were the blindness of war, the inertia, drugs were taking over, the creation of the new word â€Å"fragging†, i. e. killing a superiour officer It all illustrated this war was supposed to be different from those wars in which Paul Berlin’s ancestors had fought, with in their mind the American dream. However, Vietnam was not different at all. Soldiers who enth ousiastically started their participation in Vietnam, were as quickly traumatized by the killings, as any other soldiers. A war like any other war. Stories that began and ended without transition. No developing drama or tension or direction. No order. (p. 255) When Paul realizes this, the main question for him is how to determine his own place in it. As he does not know an anwer, the possibility, or rather the necessity of dreaming something else in the face of horror, is brought to Vietnam. He starts to think about Cacciato. This bloke fishes in the world’s Great Lake Country where everybody says there is no fish. He dutifully goes through all the motions and all of a sudden het gets out, and Paul is intrigued. Paul’s squad is sent to go after Cacciato. They are following the unmarked character and find him more and more almost a holy character, less defined as they go along. Finding him a friendly leader almost, they follow him. From soldier among soldiers, he develops into a friendly symbolical figure pointing the way. The seductiveness of Cacciato leads them on. He sheds his war implements. He is that annoying, different, seperate chap who bounces the ball, who nobody can trace and think of, who does not really exist, he has not even got a first name! Cacciato, that just fulfills. Going after Cacciato means â€Å"going after a dream†, following that dream, but it can also mean â€Å"going after to actually get that dream†. Time and time again there is this ambiguity of going on the hunt after Cacciato, or following the Italian on desertion; there is the choice between reality and dream for Paul. Cacciato, who nobody has actually seen, has hit upon an idea which his indeterminance made possible, and it speaks to the imagination. Paul goes after him, catches him, thus completing his mission, but lets Cacciato escape. Cacciato then leads them through the beautiful high country, through orderly Mandalay, normal Delhi, to a beheading in gruesome Tehran, all the way via Athens to Paris; the change of scenery symbolizes the hope Paul first feels, gradually turning into despair and total confusion. His experiences on the way show Paul that he cannot actually leave the war behind. â€Å"Can’t get away from it,† Doc mumbled. â€Å"You try, you run like hell, but you just can’t get away. † â€Å"It’s the truth. † (p. 178) Arrived in Paris and having hugged, outbursts of rain and thunder presage the forthcoming difficulties. Reality soon makes the squad go and hunt down Cacciato again. Oscar, the streetwise Detroit black, insists on the Real Politik of getting Cacciato to save their own skins from punishment for desertion. They have to arrest Cacciato and abandon their dream, because society expects them to do so. â€Å"Oscar’s right,† Doc said, and sighed. â€Å"You can’t get away with this shit. the realities always cath you. † â€Å"But maybe. † â€Å"No maybes. Reality doesn’t work that way. † (p. 275) Paul Berlin is not ready yet to stop Cacciato and lets him escape again. Choosing reality and turning his back on the dream are, however, close at hand. In the promotion scene Paul remembered himself answering questions to a committee that scared the living daylights out of him. â€Å"Why do we fight the war? † they asked him, but at the same time the committee told him the answer: â€Å"to win†. Very afraid, he repeated this and got the job. Paul then realizes society urges him to do as he is told, and not to think for himself, as society will do that for him. He has to conform and shut up. He knows this cannot be right, but on the other hand his fantasized run for Paris would have been an equally unhappy experience to him in reality. For fantasy it had been all along. His dream of going after the freedom and peace Cacciato led him to, had all been a dream within a dream. The latter dream was dreamt in order to avoid having to solve the dilemma of staying in or running away from the war. He finally woke up from that dream, for now he had found the answer: he had to go through it; trying to escape and fleeing from social obligations was not according to his background, his personality and his beliefs. â€Å"I fear what might be thought of me by those I love. I fear the loss of their respect. I fear the loss of my own reputation. Reputation, as read in the eyes of my father and mother, the people in my hometown, my friends. I fear being an outcast. † (p. 286) The novel is structured round three elements that are in accordance with the three different activities of Paul Berlin’s conscience: reflection, imagination and memories; he is wondering how people die in the war, he thinks about going to Paris and he stands on guard. The killings of war and their stories are told non-chronologically, as if they happen at this very moment. Paul Berlin tries to get things straight, tries to get a chronological list of the men killed. He needs order, wants to keep it straight, but he has problems with this. The structure of the novel reflects the structure of any war: it is confusing and without order, sometimes a mess and going in different directions. The hero solves this problem by making up a story himself. It is a story in the third person, told as a reality, told almost as observed by an omniscient observer, who has no involvement; but at the same time we know they are Paul Berlin’s imaginations. All of a sudden this woman comes up in the he-country of Vietnam; only in imagination a beautiful girl is possible there. By the end of the novel the reader knows that the squad never went after Cacciato any further than the hill, and that Paris only denoted the illusion of seeking the Far West. In reality they had always been in the Far East. The unlimited possiblities of the Imagination, as that of the United States and its American Dream as well, fail in the reality of the Vietnam War. Berlin, whose name points to the American commitment to saveguard freedom (by setting up the airbridge to the city of Berlin under siege of the Soviets in 1948) finds himself in a situation in which the values, ideals and intentions of the United States no longer have the absolute meaning they seemed to have in previous wars. In Paris, the heart of Western civilization, Paul Berlin lacked the courage to free himself, even in his dreams, and reality took over: No question, it was all crazy from the start. None of the roads led to Paris. p. 203) He has to accept that he and his comrades would be the very deserters, who would flee from the original idea of the American Dream, that told them that the only way if you really wanted to overcome all problems is to keep on trying. Only Cacciato, who with his childish simplicity and innocence, with his optimism and his individual power embodies the mythical American loner, he frees himself from the society that tells him what to do. He is, how ever, lost, together with these values, in the Vietnam War. The American Dream had led young Americans into a place where they had no right to go. They were supposed to fight and defeat the Viet Cong to serve the American nation, but in this war, just like in any other, confusion and death were the real victors; the war served no American purpose at all. The lesson Paul learned from the Vietnam War was far from significant: â€Å"Don’ never get shot†. â€Å"There it is,† said Eddie Lazzutti. â€Å"Never. Don’ never get shot. † (p. 254) He might have learned that back home in the US as well. So in Vietnam this trail West was a fake one. In Fort Dodge you could build good solid houses, in the wilds of Wisconsin you fraternized with your father who told you, back there, to look for positive things in the war. In Nam, however, there is only the squad, and all of a sudden this â€Å"boom†, like in Billy Boy Watkins’ story, the case of the grunt dying of fright. It is the ultimate war story, the story of Vietnam. So Paul starts dreaming his own dream, he rejects the American dream. He nevertheless does not reject reality. Like Arthur Dimmesdale in The Scarlet Letter by Nathanial Hawthorne, he does not want to give in to the code of society, but does not want to be lured into the moral wilderness either. He wants to stay part of that society, although he knows its claims are based on air. â€Å"†¦ it is this social power, the threat of social consequences, that stops me from making a full and complete break. † (p. 286) However nasty the war may be, it is better to take part than to be isolated, so Paul Berlin ends his dream, in order to face reality. bibliography: Going after Cacciato (Tim O’Brien) Walking Point: American Narratives of Vietnam (Thomas Myers) How to cite Going After Cacciato, Papers

Narrative of the Life of Frederick Douglass and an Essay Example For Students

Narrative of the Life of Frederick Douglass and an Essay Invisible Man comparison compare contrast essays Narrative of the Life of Frederick Douglass and an Essay Invisible Man The Black Revolution has been occurring for quite some time and in many different ways. Two primary examples of the struggle and yearn for change among African Americans include Narrative of the Life of Frederick Douglass, An American Slave, the autobiography of Frederick Douglass and Invisible Man, a novel written by Ralph Ellison. Although both have the same foundation, the difficult task of being black and trying to make something of yourself, many important differences exist between these works. First, the language used by the authors is strikingly dissimilar. Next, the time periods in which these pieces of literature were written have a difference of over one hundred years. Finally, the main characters are faced with different circumstances and injustices. First, the language and literary devices used by the two authors are very different. In his autobiography, Frederick Douglass uses a very educated language and makes his story able to be understood by the reader quite easily. It is exactly what the title states, a narrative, and tells the story of Douglass life in a simple, yet touching way. However, in Invisible Man, Ellison transforms the English language into something eloquent and beautiful. Nor is my invisibility exactly a matter of a bio-chemical accident to my epidermis. (193) This is an example of Ellisons wonderful mastery of language and vocabulary. Ellison also utilizes dialect in his description of his own level of Dantes hell. In this section, he also gives reference to the strong Christian roots of African Americans and their sense of religion and belief in God. He also uses vivid imagery with the use of many adjectives describing people and places. For example, the beginning of his description of hell, .. .I saw a beautiful girl the color of ivory pleading in a voice like my mothers.(197) The use of dialect and imagery gives the novel more depth and intensity and intrigues the reader. The next difference between these two pieces of literature is in the time periods in which they were written. Frederick Douglass was born into slavery somewhere around the year 1817 and his autobiography was published in 1845. Though his is a work of fiction, Ralph Ellison writes about the story of a black man living during his time. Ralph Ellison was born in 1914 and lived most of his adult life in New York, which is where the main character in Invisible Man is living. Douglass story portrays the life of a black slave in the South, whereas Ellison depicts the struggles of a black man living in the eastern United States, specifically New York. Douglass is searching for freedom from slavery while Ellisons character is struggling to establish himself as a free man and fight discrimination. Finally, the injustices faced by the main characters in these two works are different. Douglass is faced with harsh treatment and cruel whippings from his many different owners, I had been at my new home but one week before Mr. Covey gave me a sever whipping, cutting my back, causing blood to run, and raising ridges on my flesh as large as my little finger.(244) However, the character in Invisible Man is faced with discrimination and being treated as if he were invisible by the white people around him. That invisibility to which I refer occurs because of a peculiar disposition of the eyes of those with whom I come in contact.(193) In conclusion, the works of Douglass and Ellison portray the struggles of the black man at different periods in history. .u475a15ea6bb11530e7928474fe420f4f , .u475a15ea6bb11530e7928474fe420f4f .postImageUrl , .u475a15ea6bb11530e7928474fe420f4f .centered-text-area { min-height: 80px; position: relative; } .u475a15ea6bb11530e7928474fe420f4f , .u475a15ea6bb11530e7928474fe420f4f:hover , .u475a15ea6bb11530e7928474fe420f4f:visited , .u475a15ea6bb11530e7928474fe420f4f:active { border:0!important; } .u475a15ea6bb11530e7928474fe420f4f .clearfix:after { content: ""; display: table; clear: both; } .u475a15ea6bb11530e7928474fe420f4f { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u475a15ea6bb11530e7928474fe420f4f:active , .u475a15ea6bb11530e7928474fe420f4f:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u475a15ea6bb11530e7928474fe420f4f .centered-text-area { width: 100%; position: relative ; } .u475a15ea6bb11530e7928474fe420f4f .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u475a15ea6bb11530e7928474fe420f4f .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u475a15ea6bb11530e7928474fe420f4f .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u475a15ea6bb11530e7928474fe420f4f:hover .ctaButton { background-color: #34495E!important; } .u475a15ea6bb11530e7928474fe420f4f .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u475a15ea6bb11530e7928474fe420f4f .u475a15ea6bb11530e7928474fe420f4f-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u475a15ea6bb11530e7928474fe420f4f:after { content: ""; display: block; clear: both; } READ: The Education Connection Essay The difference in time setting causes the main characters to face different problems and injustices. The authors also attain different levels of literary skill, making their works appealing to different readers. .

EU Competition Policy and its Impact

Free Essays on Life After High School Eassay

High school, a stepping stone, a coming of age, a time of change, a time of growing and planning, a time of living and enjoying, a beginning for some and an end or transition for others. Joyce Carol Oates Life after High School takes us to a time in the late 1950s to South Lebanon High School and shows us the lives of three people at a time of self-discovery. Zachary Graff, Barbara "Sunny" Burhman and Tobias Shank were three friends and classmates who held secrets and truths between them which no one else in the school or town would discover. Zachary Graff (a round character) was, until about the ninth grade, just an unrecognizable nerdy looking person. He was six and a half feet tall, 203 pounds with an IQ of 160. Upon graduation, his parents had wanted him to attend Muhlenberg College, a church-affiliated school, but Zachary, who would have been the valedictorian, wanted to go wherever Sunny would go. His frame was large and he would move clumsily down the halls of the high school with a gaze on the horizon as if not noticing anyone. Zachary had an eye problem, myopia or nearsightedness, which caused him to have to wear corrective glasses. His glasses were "chunky black plastic frames", which he constantly kept pushing up on his nose for fear they were falling. He was not unpopular in school as much as he was "feared, thus disliked (573)." The boys in Zachary's school envied him for his "plum-colored 1956 Plymouth" that his family could afford to buy. They felt "it seemed to them distinctly unfair that Zachary, of all people, had his own car, when so few of them, who loved cars, did." This car was Zachary's last choice as his final place to be in South Lebanon. Zachary's father was the "town's preeminent physician", so his family had a high standing in this little town with a population of 3,800. Everyone knew everyone else. Zachary, a baptized Lutheran, and his parents were members of the First Lutheran Church where they never fai... Free Essays on Life After High School Eassay Free Essays on Life After High School Eassay High school, a stepping stone, a coming of age, a time of change, a time of growing and planning, a time of living and enjoying, a beginning for some and an end or transition for others. Joyce Carol Oates Life after High School takes us to a time in the late 1950s to South Lebanon High School and shows us the lives of three people at a time of self-discovery. Zachary Graff, Barbara "Sunny" Burhman and Tobias Shank were three friends and classmates who held secrets and truths between them which no one else in the school or town would discover. Zachary Graff (a round character) was, until about the ninth grade, just an unrecognizable nerdy looking person. He was six and a half feet tall, 203 pounds with an IQ of 160. Upon graduation, his parents had wanted him to attend Muhlenberg College, a church-affiliated school, but Zachary, who would have been the valedictorian, wanted to go wherever Sunny would go. His frame was large and he would move clumsily down the halls of the high school with a gaze on the horizon as if not noticing anyone. Zachary had an eye problem, myopia or nearsightedness, which caused him to have to wear corrective glasses. His glasses were "chunky black plastic frames", which he constantly kept pushing up on his nose for fear they were falling. He was not unpopular in school as much as he was "feared, thus disliked (573)." The boys in Zachary's school envied him for his "plum-colored 1956 Plymouth" that his family could afford to buy. They felt "it seemed to them distinctly unfair that Zachary, of all people, had his own car, when so few of them, who loved cars, did." This car was Zachary's last choice as his final place to be in South Lebanon. Zachary's father was the "town's preeminent physician", so his family had a high standing in this little town with a population of 3,800. Everyone knew everyone else. Zachary, a baptized Lutheran, and his parents were members of the First Lutheran Church where they never fai...

Honda Accord or Chevrolet Tahoe Essay Example | Topics and Well Written Essays - 750 words

Honda Accord or Chevrolet Tahoe - Essay Example The 2009 Chevrolet Tahoe is, however, a more rugged machine with both looks as well as fuel efficiency. It is a true SUV and can take both the city as well as country roads with aplomb. It comes in a lot of variants and a hybrid model is a dream machine which can shift from gasoline to electricity without any appreciable difference in performance. The long experience of the ‘General Motors’ company and the intense passion with which it builds its cars shows in this model. It is equipped with a plethora of safety features for the driver as well as co-passengers with easy access to controls which incorporate the latest developments in technology. It ranks at No. 1 as the most affordable of the SUVs. It has plenty of seating, foul-weather and off-road capability and towing capability as well. The Vortec engine is a powerful heart for the machine and comes in variants ranging from 4.8 to 6.2l. The exterior is aerodynamically designed and the style and finish are excellent. T he manufacturers claim that it shows exemplary performance in summers as well as winter. It has been rated as the best value for money car in the modern SUV section. However, despite good after sales service offered by the company, it is no secret that ‘General Motors’ is on the verge of bankruptcy in this era of recession and one can expect setbacks in the future. The course of action to be taken depends upon one’s financial situation, requirements and the safety factors a person needs in this era of heavy traffic on the roads.

Labor Relations and Collective Bargaining Coursework

Labor Relations and Collective Bargaining - Coursework Example These are tests formulated to classify the personality of individuals. They are effective for job position allocation and definition of individuals. They are mostly used during the hiring process and are highly effective according to human resource managers (Holley, Jennings and Wolters, 2011, 8). They are a series of evaluations in different aspects of the work to gauge performance level of an employee. They are carried out by human resource and determine salary addition or promotion as well as used as a guide to trainings or team building (Holley, Jennings and Wolters, 2011, 294). Equal Employment Opportunity Commission is set up to ensure that employers do not discriminate any employee on the basis of age, gender and disability. It fights for employees even in small businesses. It promotes equality and justice in the workplace. It takes employers to court on behalf of the discriminated employee (Holley, Jennings and Wolters, 2011, 104). This is a definition of duties and responsibilities expected to be performed by an employee. It is provided by the HRM and is important for performance and smooth running of the workplace. It is usually provided in the hiring specifications and hence provided beforehand (Holley, Jennings and Wolters, 2011, 178). It is an act that abolishes wage disparity based on gender. The human resource must grant equal pay to men and women in the same job position without disparities. Heavy penalties are inflicted on the employers that do not obey the act. It was adopted in 1963 (Holley, Jennings and Wolters, 2011, 105). These are people that know the employee and are consulted about various issues concerning the identity of the employee by the human resource department before an employee is hired. It is important for verification of facts in the CV. It is carried out secretly and without consent of the employee (Holley, Jennings and Wolters, 2011, 180). This is a learning process for a new employee to be

Emergence Of Online Movie Streaming Media Essay

Emergence Of Online Movie Streaming Media Essay The focus of the following discussion paper is on the Macro Environmental theme of Online Movie Streaming and its impact on the consumer behaviour in the global movie industry. The following sources were taken into account as research material to bring about the understanding of the prospective influences this change that could thrust upon the industry. Source Critical Evaluation of Source Wall Street Journal (WSJ) Article on Theatre Loyalty Program [1] Description The article is based on introducing a new loyalty reward program by AMC theatres to its audience. Credibility The article is based on an announcement made by AMC theatres and has a high credibility. Reliability Wall Street Journal is published in New York, owned by Dow Jones Co. and has the largest circulation in the U.S. Merit Being the film industry reporter at WSJ, Michelle Kung is also a Graduate from the Harvard University. Relevance This article has a high relevance as it talks about retaining and gaining moviegoers in the cinema industry. Time Magazine Article [2] Description The article is based on moving from film to digital movies with different opinions held by famous individuals attached to the movie industry. Credibility The author has described logically the difference between the digital and film industry bringing about arguments wherever necessary. Reliability The magazine is widely circulated worldwide being the largest weekly news magazine. Merit Richard Corliss is a writer at Time Magazine that mainly focus on the movie, music and sports industries who is also educated about the film industry. Relevance This article has a medium relevance in relation to the discussion paper. Digital Music and Movies Report The true cost of free entertainment [3] Description The document is based on possible risks faced when seeking for digital information. Credibility Moderates credibility as it is published McAfee, the worlds most leading security technology company. Reliability- Moderate reliability as tech information can be updated on a regular basis. Relevance- High relevance to the topic. Theatrical Statistics [4] Description This document gives a range of statistical data on the trends of the Cinema industry in the U.S. / Canada and the world. Credibility- Moderate credibility as it is published by the Motion Picture Association of America Reliability Low reliability as the data may not be accurate Relevance High relevance to the topic. New York Times Article on You tube [5] Description About YouTube expanding video rental services. Credibility High credibility since it is published by New York Times. Reliability- High reliability as the New York Times is daily published American newspaper which is also available in the world wide web. Merit C. Miller is a writer at New York Times. Relevance High relevance to the topic in describing key players New York Times Article on Netflix [6] Description Netflix introducing new online streaming movies instead of renting DVDs to its customers. Credibility High credibility as material is published by the New York Times Reliability High reliability Merit Nick Bilton is the main tech writer and a reporter at New York Time Relevance High relevance in describing the changes in the industry. Wall Street Journal Article on Online movie streaming trends (Netflix rising Cost) [7] Description Netflixs increasing cost on licence content Reliability High reliability Merit Nick Wingfield is a reporter a WSJ Relevance Moderate relvance Interview held by Mr. Bennett Rathnayake on the impact on movie screening on theatres and its recent consumer trends. [a] Mr. Bennett Ratnayake is a famous movie producer in the Sri Lankan cinema that has produced many films over the past 20 years. The discussion was personally carried out on the 29th of April 2011 at Ben Films Production office, Colombo and was based on the fluctuating trends in the moviegoer audience. Interview held by Mr. Thissa Nagodavithana on obtaining copyrights on movies post screening. [b] Mr. Thissa Nagodavithana has the copyrights for all old Sinhala films after being screened in Cinemas. The discussion was personally carried out on the 17th of April 2011 at Colombo and was based on the violations of copyrights through streaming movies on various websites. Questionnaire conducted in order to understand the consumer preference on watching movies [Appendix 1] For the purpose of this report a short questionnaire was carried in order to identify the consumer preference in modes of entertainment with regard to movies. Word Count: 663 2.0 Task 02 Discussion Paper 2.1 Abstract The purpose of the following discussion paper is to understand the new technological advancements in the movie industry and its impact on consumer behaviour. To support the purpose of this report, both primary and secondary data has been taken into consideration. After a literature review of the available resources, the drastic changes on consumer behaviour were examined. It was determined that digital technologies have influenced the consumers to have a preference on home movies over cinemas. 2.2 Introduction Over the years, innovation of new technology has taken a new turn and has caused a major impact on life styles and behaviour of consumers. The history of the movie industry goes way back to 1896, where Thomas A. Edison and Thomas Armat presented the first motion picture on a public screen in the United States of America. [9] There onwards, it has evolved from nickelodeons to videocassettes, DVDs and now to various online movie streams. Popular online DVD and Blu-ray  [1]  disc rental services such as Netflix, which also offers services such as movie downloading facilities through devices such as Wii, PS3 X-box, has cultivated a major influence on consumer behaviour complementing the busy schedules of each individual. [10] Due to high digital accessibility, most consumers have many options on browsing the Internet to choose their favourite movies. In addition, the current economic situations have increased the cost sensitivity of the consumers. The demand for digital content consumption by consumers will be hoisted in the near future that will cause in launching new technological devices. [11] The aim of the following discussion paper is to further understand the rising trend of online movie streaming and rentals in the movie industry and its impact on consumer behaviour. A discussion of this nature will benefit the movie industry in understanding the nature of the impact on consumer behaviour due to online movie streaming. 2.3 Research Hypothesis The emerging theme of online movie streaming and rentals in collaboration with high tech devices will make a significant impact on consumer behaviour. In order to prove the above statement a secondary research was undertaken in the form of a literature review through an industry analysis, the impact on the MESO factor, consumer behaviour, analysis of the key players in the online movie industry etc. 2.4 Limitations of the study The primary research carried out mostly limited to Sri Lankan consumers (i.e interviews, questionnaire). The sampling was limited to a certain number and the secondary research was mostly based on statistics available in U.S.A. 3.0 The Emerging MACRO Theme Online Movie Streaming Rentals In an era of digital advancements, it is not difficult to define the emerging theme of Online Movie Streaming and Rentals. Currently, there are hundreds of websites widely available to consumers to download and stream movies at a lesser cost, making it a popular among consumers in most parts of the world. Technologies such as Placeshifting, which allows anyone with a broadband Internet connection to have video streams from their home television set or personal video recorder (PVR) forwarded for viewing at any location where they have a computer display and a high-speed Internet connection, [12] is a major benefit to people with busy schedules outside home. These have caused a massive impact on the movie industry, which has created a lot of competition among DVD rental companies and as well as movie theatres. [13] According to the report Online Movies: A Global Strategic Business report presented by Global Industry Analysts, the world online movie market is expected to grow up to $ 4.44 billions by 2017. The rapid increase of movie downloads through the Internet is a result of wide availability and introduction in more advanced broadband facilities with computers consisting of hard drives with a larger capacity. Furthermore, key players in the market such as Apple and Netflix have introduced Internet ready set-top boxes, providing the ability for the consumers to download the preferred movies or television shows to their personal home theatres. [11] 3.1 Key Players The growing trend in the online movie industry has created a considerable number of players in the market. The following analysis is based on the key players that are currently competing among each other. Netflix The movie renting was taken to a new level when Netflix introduced their home delivery service to the customers, which created a competitive advantage over many other movie rental services. Thereafter, Netflix introduced the option of accessing unlimited video streaming online to the customers without having to rent DVDs. [6] They also have signed a $ 1 billion deal with Paramount Pictures, MGM and Lions Gate for their content to be added to the services. [6] Netflix recently announced they would be reducing the number of DVDs mailed out than the year before, as there was an 86% increase in the quarterly profits of online movie streaming. [6] But the company also stated that there is a possibility of a substantial increase in the license cost of content to its streaming services by the second quarter. [7] VUDU VUDU is a service where recent movies are supplied on demand without a monthly subscription or contract. [19] The consumers only have to pay a fee of US$ 2/- per movie rented for 02 nights. According to Pogue, 2010 it is a set top box that connects to the Internet, which provides a vast range movies that arrives on the same day the movies come out on DVDs. [8] They recently developed their system by collaborating with other companies such as LG, Samsung and Mitsubishi, where the same service is built into the TVs and Blu-Ray players. [8] Redbox This is a movie rental service available in the form of kiosks all over the United States. There are over 27,000 kiosks located nationwide in most convenient places for consumers such as grocery stores and convenience shops. Consumers are able to reserve movies online or through the Redbox i-phone application, making it possible to rent on the run. [14] You Tube A recent announcement made by You Tube stating that they will be expanding their online streaming movie rental service by adding 3000 movies in agreement with Universal Studios, Sony and Warner Brothers for their movies to be rented on site. [5] 4.0 Impact on the MESO factor Consumer Behaviour In order to understand the impact on consumer behaviour in relation to the topic, it is important to derive it as a concept. According to Schiffman et al, 2001, [15]consumer behaviour is defined as how consumers act in the processes of seeking, purchasing, using, evaluating and disposing products and services that they expect to result in their satisfaction and personal needs. According to the interview held with Mr. Bennett Rathnayake, he stated that there is a clear decrease in the number of people attending cinemas in Sri Lanka over the last 10 years. [a] He stated that online movie streaming has become more popular among the younger generation and most viewers are quite comfortable with watching the latest releases online or on DVD rather than in the cinema. However, he also stated that this is also affected by the time taken for a movie to be shown in Sri Lankan cinemas compared to the time of the worldwide releases. The impact on consumer behaviour by online movie streaming and rentals can be explained through the concept Diffusion of Innovation, which is the process by which the acceptance of an innovation over a period of time is spread by communication to members of a social system. [16] Not all new products or services have the potential to be accepted by consumers. However, the online movie streaming and rental market has managed to capture a large audience through the following characteristics that have an influence on the consumer acceptance of new products. 4.1 Relative Advantage This is the degree to which potential consumers perceive a new product as superior to existing substitutes. Consumers have come a long way from going to a movie theatre on a Saturday night with friends to merely renting out a movie from Blockbuster and watching it right at home. The present has become even more advanced that they do not even have to go out to rent a movie but get the DVD delivered to their doorstep. This type of convenient methods were as previously discussed, was made possible by billion dollar companies such as Netflix where renting a movie is just one click away. Most consumers prefer convenience, which reduces the time factor in making purchasing decisions. For instance, the movies those are available for rental will be displayed online in contrast to a scenario where the consumers have to be disappointed when the required DVD is not available in a movie rental store or a kiosk. Also, all these Internet services are easily accessible in terms of feasibility. 4.2 Compatibility This is the degree to which potential consumers feel a new product is consistent with their present needs, values and practices. Most consumers are highly literate in technologically advanced devices, which has led into a drastic change in the life styles and values practiced by them. They constantly make use of on demand amenities such as instant downloading and streaming videos on their personal mobiles, i-phones, i-pads, blackberrys etc. that conveniently satisfies their needs. 4.3 Complexity This is the degree to which a new product is difficult to understand or use affects product acceptance. According to Internet usage statistics, the number of Internet users in the world has grown by 444.8 % from the year 2000 to 2010. [16] This could be a clear indication of the consumers evolving from a manual to a digital era, which has made them well informed and updated on new technologies. Most online movie streaming and rental websites are less complex and easily interpreted by consumers that has made them accept it in a short time span. 4.5 Trialabilty This is the degree to which a new product is capable of being tried on a limited basis. There are many online renting and streaming options available for the clients. For instance, the consumers are able to compare the speed of which a movie or a video can be streamed online, among more than one competitor in the market. According to Pouge, 2010 [8], videos provided by Vudu are much clear than those of Netflix. However, these views can be differed from consumer perceptions and loyalty towards each individuals preferences. 4.6 Observabilty This is the degree to which a products benefits or attributes can be observed, imagined, or described to potential consumers. Due to the high usage of Internet advertising, the visibility of online movie streaming and rental services are very much high and easily diffused to the consumers. In addition to the above factors, the consumers are also cost conscious with regard to entertainment. Affordability plays a major role in most consumers lives as the cost of living has taken a high rise especially after the recent recession condition that affected most parts of the world. Most consumers sought alternatives for entrainment and adopted to low cost or in some cases free services such as streaming and renting movies online. 5.0 Findings Discussion According to Theatrical Statistics, although the U.S. / Canada box office releases have increased by 15% in 2010 over the past 5 years, the movie admissions or tickets sold have declined by 5% compared to 2008 level. [4] In contrast to the above research findings, one may argue that the excitement of attending a movie theatre and experiencing it on a wide screen with a surround sound system cannot be compared to the same on a home movie entertainment system. Although most cinemas are struggling to attract more moviegoers, new technologies such as 3D movies have attracted a considerable amount of consumers. At least one 3D movie was viewed by more than one in three people in the U.S. / Canada in 2010. [4] However, 3D viewing is highly correlated by demographic categories where it is more popular among the youngsters when compared to the age category of over 40 years. [4] According to the survey carried out 82% of the participants stated that they download movies most of the time where 7% stated that they watch movies at movie theatres. They were also asked to give out reasons as to why they prefer each mode to the other, and 69% of the participants responded stating that the frequency of movie released in Sri Lanka are low and by the time they are released the movies are already out on DVD or available online. [Appendix 1] However, these data is only limited to a few number of participants and is intricate to limit to a certain demographical sector. There are also downfalls to the high frequency of consumers streaming movies online. For instance, unnecessary harmful bugs and viruses can be transmitted through unsecured websites and request for personal financial information of the consumers resulting in installing malware on users computers. [3] It is often encountered that cybercrooks advertise on-demand movies where the users are asked to download anti-virus security software that that helps users to download movies automatically without the consent of the user thus resulting in movie fans to be exposed to unauthorised and illegal content as well as malvertising  [2]  and malicious code downloaded with streamed movies. [3] 6.0 Recommendations Strategic Response to Changes in the Movie Industry The digital advancements have made changes in the industry in many means mainly creating a competitive environment among movie rental companies. Most companies such as Blockbuster movie rentals and movie theatres have gone out of business as Internet has cultivated a change in consumer behaviour. As a result of online rental facilities, consumers do not have to worry about renting out a movie from a store and returning it the next morning to avoid late fee charges. However, in response, AMC theatres recently announced that they would be updating the MovieWatcher rewards program by replacing it in response to the frequent requests by audience for richer rewards. [1] This is an attempt to attract more moviegoers to theatres in an environment of films being widely available through the Internet and videos-on-demand. It is recommended for the marketers within the industry to follow these types of methods in order to retain the moviegoer audience and increase the frequency in terms of cinema attendance. More serious concerns have raised such as copyright issues and during the interview carried out with Mr. Thissa Nagodavithana stated that, although he is in possession of the copyrights of old Sinhala movie broadcasting, most websites that stream videos online illegally uploads pirated copies making it difficult to preserve copyrights to them. [b] [3] As a strategic response, it can be recommended for the marketers in the industry to keep up with the new technologies and introduce new products and market launches in order to adapt to these changes taken place in the movie industry. Furthermore, it has been brought into notice that there is a major cost reduction in using digital technologies in movie making rather than putting them up in film, which is cheaper to shoot, cut and duplicate. [2] This could be a major advantage for cinema owner where piracy has become a huge problem in making profits. 7.0 Conclusion Online movie streaming and rental trend has caused drastic changes in the movie industry as well as a major impact on consumer behaviour. A lot of competition among key players in the online market had risen making companies such as Blockbuster and cinemas go out of business. For the survival of the industry strategic responses should be carried out through adapting to new technologies and introducing new launches. Marketing professionals attached to the industry should adapt to these changes by improving their skills, attitudes and behaviour and cater to their audience accordingly. Word Count: 2567 (Excluding the abstract) Author 50/44, 1st Lane, Edirisinghe Road, Mirihana, Nugegoda Sri Lanka 03.05.2011 Chief Conference Organizer, Film Industry Conference 2011, Geological Society, Burlington House, London Dear Sir / Madam, Online Movies Rentals and its Impact on Consumer Behaviour I would like the opportunity to present a discussion paper on Online Movies Rentals and its Impact on Consumer Behaviour at your above-mentioned conference, which is to be held on the 13th of June 2011. I have given below a brief description of the discussion paper and its usefulness to your audience. The constantly changing environment along with technological advancements in the motion picture industry has changed the consumer behaviour causing a great impact on the cinema industry. Wide availability of movies on various forms such as online movies, online rentals, Red-box, i- tunes Net-flix etc. has changed the competitive nature in the industry. I have been informed that the participants in of this conference are all attached to the cinema and movie industry and majority will be marketers involved in this sector. Therefore I feel that this discussion paper with the above mentioned points would be ideal in order to raise awareness and introduce methods of countering these changes faced as a result of consumerism. Based on this discussion paper, I feel that this would be a very significant topic with regard to the role of modern marketers who are involved in different industries. As a result I feel that this would be a better learning opportunity for all involved at your conference. I believe that a discussion paper of this nature would be relevant in todays context and is applicable to any industry facing changes due to consumption habits. Trust the above would substantiate the benefits to all present at your conference to seek and expand knowledge thereby improving their respective industries. Please feel free to contact me for further clarifications or information with this regard. Thanking you, Yours Faithfully, Author Word Count: 321