It's the Reel Thing - Issuu

5 (174) · $ 9.50 · In stock

DANNY BOYLE’S NEW FILM ‘Yesterday’ imagines a world without the Beatles. Impossible… it is almost as impossible to imagine a world without Coca-Cola. In 2019, our pop culture is defined as much by movies as music and Coca-Cola is synonymous with the movies. Unpicking the reasons and circumstances for this means going back almost a century. From its origins as an “invigorating medicinal antidote to ill humour” in an Atlanta pharmacy in 1886 to a gigantic monolith of a company supplying 200 countries, a sterile blurb on its website detailing the shift into cinemas makes it sound as if it was part of a well-planned global initiative. The reality is one of happy accidents, good timing and successful partnerships — and of a company with an uncanny ability to identify zeitgeists and position itself as a champion of social progression, often very courageously.