A report published in the Hollywood Reporter quotes research from Mindshare they conducted that says, concerning the current writer's strike, at least 25% of people would turn off the TV and read a book instead of watching reruns.
While I commend Americans for turning off the TV when there is nothing new or original, I don't believe a word of it. Sure, people will say they are going to read more. Will they do it?
Shame on Mindshare as well. For a reputable media buyer like them to use this research for publicity purposes rather than dig deeper to understand the true behavior. Well, enough said.
Bonus Question: Name the movie and character in the picture, and explain the reference.
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