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    Malone, Hutcherson set to star in short for Ron Howard, Canon’s Project Imagination: The Trailer

    By SHOOTUpdated:No Comments1123 Views

    Kat Candler to direct "The Rusted," a short inspired by contest winner/college student Mark Mukherje

    MELVILLE, NY --

    Canon U.S.A. Inc. announced that “The Hunger Games” actress Jena Malone has signed on to co-star with Josh Hutcherson in a short film for Canon’s Project Imagination: The Trailer, a consumer contest helmed by Ron Howard. Josh Hutcherson and Howard have selected the winning trailer, “Tainted Water” created by Mark Mukherje, a college student from South Florida, to act as the inspiration for the film, “The Rusted,” which will go into production this week.

    “The Rusted” is a psychological thriller, a new genre for Josh Hutcherson, written and directed by Kat Candler (“Hellion”), and tells the story of a brother and sister who begin renovating their childhood home into a recording studio, when strange happenings force them to face memories of the past.

    “Being part of Canon’s Project Imagination and working with Ron, Kat and now Jena have really allowed me to express my passion for storytelling,” said Hutcherson. “I’m excited to bring the vision to life as a producer on the project and acting opposite a dear friend.”

    “When Josh presented me with the script, I thought it would be fun to do something different together like a psychological thriller and it’s hard to pass up a project with Ron Howard behind it,” said Malone. “I also love that the film is part of this very cool, creative experiment tapping into consumers to inspire and elevate our imaginations.”

    Project Imagination: The Trailer is the third iteration of Project Imagination, Canon’s ongoing initiative to empower creativity in everyone. The program, which launched in February 2015, also marked Howard’s third time partnering with Canon, a brand that aligns with his conviction that people’s everyday lives are visually and cinematically worth recording, bringing high quality and ease to photo and video capture with Canon cameras and lenses.

    Tags:CanonProject ImaginationRon Howard

    New FDA Rules To Take Effect For TV Drug Commercials

    Thursday, November 14, 2024

    Those ever-present TV drug ads showing patients hiking, biking or enjoying a day at the beach could soon have a different look: New rules require drugmakers to be clearer and more direct when explaining their medications' risks and side effects.

    The U.S. Food and Drug Administration spent more than 15 years crafting the guidelines, which are designed to do away with industry practices that downplay or distract viewers from risk information.

    Many companies have already adopted the rules, which become binding Nov. 20. But while regulators were drafting them, a new trend emerged: thousands of pharma influencers pushing drugs online with little oversight. A new bill in Congress would compel the FDA to more aggressively police such promotions on social media platforms.

    "Some people become very attached to social media influencers and ascribe to them credibility that, in some cases, they don't deserve," said Tony Cox, professor emeritus of marketing at Indiana University.

    Still, TV remains the industry's primary advertising format, with over $4 billion spent in the past year, led by blockbuster drugs like weight-loss treatment Wegovy, according to ispot.tv, which tracks ads.

    Simpler language and no distractions
    The new rules, which cover both TV and radio, instruct drugmakers to use simple, consumer-friendly language when describing their drugs, without medical jargon, distracting visuals or audio effects. A 2007 law directed the FDA to ensure that drug risk information appears "in a clear, conspicuous and neutral manner."

    FDA has always required that ads give a balanced picture of both benefits and risks, a requirement that gave rise to those long, rapid-fire lists of side effects parodied on shows like "... Read More

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