Even within the group of large non-tech companies, some experiment with novel approaches, while others stick to doing the same thing that has been working well enough for years.

Fuji, "Der Rosenkavalier," a stunning match-winning goal in a World Cup soccer match, Van Gogh's "Starry Night," a Jane Austen novel, Fred Astaire dancing across the screen.

They fashion a novel solution to the problem.

In his great novel, "The Brothers Karamazov," Dostoevsky gives these words to Ivan, addressed to his naive and devout younger brother, Alyosha: "If the sufferings of children go to make up the sum of sufferings which is necessary for the purchase of truth, then I say beforehand that the entire truth is not worth such a price.

Recently, a wise media theorist Tweeted, "The 19th century culture was defined by the novel, the 20th century culture was defined by the cinema, and the culture of the 21st century will be defined by the interface."

Half a century ago,having made the hugely influential,"Laura","Where the sidewalk ends" and "The moon is blue",he set about filming Nelson Algren's controversial novel "The man with the golden arm" in his eccentric and individualistic manner.Rather than take his camera out onto the streets he stayed in the studio and used stylised almost Expressionistic sets,quirky casting(Mr Frank Sinatra - hot from his success in "From here to eternity",the young,inexperienced but breathtakingly beautiful Miss Kim Novak and Mr Arnold Stang,a man whose oddities were after his own heart)and a remarkable era - defining score by Elmer Bernstein featuring the cream of West Coast jazzmen.

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