Category: MEDIA

  • Copyright in AI-Generated Content: Originality, Creativity, and Human Origin

    Copyright in AI-Generated Content: Originality, Creativity, and Human Origin

    Sanjeev KotnalaThe excitement around AI-generated content is palpable. AI promises to fulfil a wide range of creative and functional needs quickly and efficiently. It can write books, blogs, and articles, design advertisements, create social media posts, develop visuals, and more. However, the surge in AI-generated content raises questions about originality and copyright protection for commercialising the content.

     

    Sourcing v/s Plagiarism

    Based on human prompts, AI generates content by accessing a vast repository of digital material and synthesising it into new works. This process often involves repurposing existing material, raising concerns about plagiarism. The AI doesn’t create original content; instead, it reconfigures what already exists, often from sources with copyright protections — something human creators are not allowed or expected to do. Genuinely speaking, it is a new form of an old problem- plagiarism.

    Before you point out, let me say that many human creators do the same! For example, I accessed many articles for this column, assimilated my thoughts, and then presented my point of view. So, what’s wrong if AI does the same? The AI does not superimpose its thoughts and thinking while recreating- recrafting what it proposes.

     

    Shaky on Copyright

    Copyright protection hinges on three main criteria: originality, a tangible medium, and human authorship. While AI-generated content might meet the requirement of being in a tangible medium, it falters on the other two fronts. AI content lacks originality since it is derived from existing works. Remember, the test of originality looks at substantial similarities and not differences. And it definitely fails the test of human authorship as algorithms, not humans, generate it.

    Unless the rules are changed- the AI-generated material cannot be commercially protected, which may be why most Generative AI programs promise the user the freedom to use or say they own the content!  However, if you were to try copyrighting it- you would be disappointed.

     

    The Debate on AI vs Copyright Continues

    The debate around AI and copyright is ongoing and complex. Some argue that traditional notions of copyright are becoming obsolete in a rapidly evolving digital landscape. Others believe in democratising content and universal ownership, valuing productivity and accessibility over strict copyright enforcement. You can ignore this debate if you feel the same way.

    It’s important to note that the debate on AI Content Copyright and the rules to harness AI capabilities within a safety net of universally accepted guidelines are ongoing and of significant relevance. This is a topic that we will be actively discussing and trying to resolve for some time.

     

    Case for a Disclaimer

    To maintain transparency, content creators should disclose the use of AI in their work. This would help differentiate between predominantly AI-generated content and content primarily created by humans with some AI assistance.

    Some digital content creators do mention if AI was used in content development. It may not be a case like the News and Advertorial, but the audience has the right to know. What do you think?

     

    Humanising AI Content

    Many creators use AI for initial content generation but rely on human creativity to edit and refine the final product. This practice, while common, does not solve the issue of originality since the AI’s role in content creation remains significant. Do not consider it a possible escape route to claim the originality of content. It would not pass the test.

     

    Individual Point of View

    Opinions on AI-generated content vary widely. The lack of consensus on copyright and commercial protection for such content leaves many questions unanswered. The debate will continue until the lawmakers and stakeholders work towards a shared understanding and framework- which is not expected soon.

    Possible solutions include stricter regulations on using copyrighted material in AI training, more explicit guidelines on the attribution of authorship in AI-generated content, and the development of AI-specific copyright laws.

    Many question the futility of such a debate. They question if it matters when the content is relevant, impactful, and to the brief. Is there a problem if no one objects and claims copyright?

     

    Net-net: AI Is trained on Pre-Existing Content

    AI training involves using pre-existing, often copyrighted content without explicit permissions or commercial transactions. This practice can lead to a homogenisation of creative works, potentially stifling originality and creativity in the long run.

    Many global and national content creators refuse AI permission to access their content for training. Is that a step in the right direction?

    Or would you want to access AI and check the politically correct stance and response?

     

    DISCLAIMER. This article first had 1063  words, then AI condensed it to 383. What you read is the Humanised version (741 words) of that condensed article- as the condensed version lacked and blanked out many human thoughts- still with the use of AI- I do not claim to be the sole creator of this particular piece of work.

  • 22feet Tribal Worldwide campaigns for BGMI

    22feet Tribal Worldwide has unveiled anew campaign for Battlegrounds Mobile India (BGMI), Krafton‘s battle royale game, titled ‘Hai Thoda Time, Play Thoda BGMI’. The campaign highlights BGMI’s range of quick gameplay modes, tailored for the evolving needs of modern gamers.

    Said Srinjoy Das, Associate Director of Marketing, Krafton India: “Cutting clutter when you are talking about something as mundane as lack of time is tough. For this campaign, we found the scripts to be remarkably funny, and brings out a very dramatic set of circumstances that piques strong curiosity and ensures high video completion rates. We hope our fans love the beautifully directed films as much as we do.”

    Added Vishnu Srivatsav, Creative Head – 22feet Tribal Worldwide: “We were seeking the most precious commodity in the known universe, time. And not a large amount of time, but a tiny sliver of it. But we know that every second of free time that people get is a gift from the universe. So we went ahead and made films that showed the amount of things that needed to happen for anyone to get just a little bit of time.  We worked on the crazy, yet plausible set of events that lead to you getting a little bit of time for BGMI’s quick game modes.”

  • Madverse launches Impact

    Madverse, a music distribution and DIY artist services platform, has launched Impact, an initiative designed for music marketing.

    Said Rohan Nesho Jain, the founder of Impact by Madverse: “At Impact, we are the architects of influence. Our goal is clear: to empower artists to have their voices heard, their stories conveyed, and their ambitions realized in the worldwide music industry. We will not only provide marketing services, but also a platform for artists to produce intriguing storylines that capture people throughout the world. Understanding the importance of social media, our team is committed to improving artists’ online presence and engagement across all platforms, using specialised digital advertising strategies, and providing unique access to platforms like Spotify Studio and Wynk Studio. Impact represents our objective of democratizing the music industry by guaranteeing that all artists have the opportunity to thrive and succeed on their terms.”

  • Salesforce Research: 79% of marketers have fully implemented AI into their workflows

    Salesforce, the global leader in CRM, today released the new State of Marketing report, sharing insights from over 4,800 marketing leaders across 29 countries — including 250 from India .

    The report covers the latest trends on how marketers are evaluating and implementing AI into their operations; approaching data acquisition, maintenance, and application strategies; and ensuring customer trust and security as vulnerabilities increase. Generative AI may be relatively new, but marketers have been quick to add it to their arsenal. Globally, over half of marketers say they currently use predictive and generative AI — and nearly all marketers plan to use both types within the next 18 months.

    Key insights from the research include:

    Priorities for a new marketing era. Marketers are evolving their practices in a highly competitive landscape. They’re looking to AI — both generative and predictive — to help personalize at scale and boost efficiency.

    Implementing / leveraging AI is marketers’ #1 priority on a global scale, as well as their biggest challenge.

    Locally, improving use of tools and technologies is India marketers’ No. 1 priority, while building/retaining trust with customers is their No. 1 challenge.

    Marketers shore up their data foundations. Businesses have long struggled to connect disparate data points to create consistent, personalized experiences across customer journeys. Yet as third-party cookies are depreciated and AI proliferates, that quest is only becoming more critical — and challenging.

    28% of marketers in India are fully satisfied with their ability to unify customer data sources.

    66% of marketers in India have access to real-time data to execute a campaign. 59% need the IT department’s help to do so.

    Marketers in India use an average of 9 different tactics to collect data, with customer service data being the most common.

    Marketers embrace AI with an eye on trust. Marketers are intent on successfully applying AI in their operations with the right data, but are concerned about security.

    o   79% of marketers in India are already experimenting with or have fully implemented AI into their workflows.

    o   AI implementation is also a point of differentiation: high performing marketing teams are 3.1x more likely than underperformers to have fully implemented AI within their operations.

    o   The three most popular AI use cases among marketers in India are: Getting performance analytics, generate content, Programmatic advertising and media buying.

    Full personalization remains a work in progress. To meet rising customer expectations around personalization, marketers are graduating beyond broad audience segmentations, like location or age, to more specific identifiers like individual preferences or past interactions.  There’s also a difference between how the highest- and lowest-performing marketing teams adapt.

    High performers in India fully personalize across an average of 6.0 channels, compared with others who fully personalized across 5.0.

    Marketers seek unified analytics. There is no shortage of data sources, but putting that data to work is a challenge — especially when it demands a holistic or long-term view of data.

    58% of marketers in India track customer lifetime value (CTV).

    92% of marketers in India say they have a clear view into marketing’s impact on revenue.

    Deeper relationships emerge with account-based marketing (ABM) and loyalty programs. Companies are increasingly turning to strategies like ABM and loyalty programs for better acquisition and retention. Yet many of these programs’ information sources remain disjointed, as does the customer experience.

    Only 58% of marketers in India say loyalty data is fully integrated across all touchpoints.

    50% of marketers in India say loyalty program functionalities are accessible across all touchpoints.

    B2B marketers in India use ABM for customer acquisition, but less than half use it for upselling and cross-selling, 38% and 49%, respectively.

    Said Nishant Kalra, VP – Digital, Salesforce India: “Today, Data and AI hold the promise of helping marketers reach customers in new, more engaging ways, but they are far from reaching their potential. Eager to make the most of every customer engagement, marketers deploy a wide variety of tactics to collect clues for better audience understanding. Today it is evident, Sales and Marketing can no longer be viewed as just another function, they are the very engines and drivers of growth for any business.  As marketers in India are prioritizing AI and Data capabilities, building and retaining customer privacy and trust poses a significant challenge. Insights from the report are valuable to marketers across the country to help them outdo their competition by embracing AI and Data, to drive loyal customers, while mitigating trust, privacy and security challenges.”

  • Kajol stars in new campaign of Google Pay

    Lowe Lintas has recently launched a campaign in collaboration with Google Pay, digital payment platform. The campaign, starring actress Kajol, seeks to highlight the unparalleled confidence, solace, and peace of mind experienced by users while utilizing the payment app.

    Sharing his thoughts on the campaign, Naveen Gaur, Group Chief Operating Officer (Growth & Innovation), MullenLowe Lintas Group said: “With digital payments becoming an integral part of our daily lives, we wanted to reiterate and reassure users about GPay’s ability to handle their payment needs in a simple, secure and fast way. To bring this to life, we let the product take centre stage with the audio and visual mnemonic of the blue tick serving as a positive reaffirmation of a seamless payment on the app. Be it merchant payments, Fastag or mobile recharge, our protagonist Kajol and her family and friends go about using GPay effortlessly. Supported with a musical track in the background reinforcing ‘Sab Tick Hai’.”

    Added Mohit Pasricha, Unit Creative Director, Lowe Lintas: “Consumers are not writers; they don’t express emotions like we might. Their trust reflects in many different ways. One such way is how they enunciate and call out the brand’s name. This is the simple observation we proceeded with. The way one might say ‘Google Pay Hai’ says it all.”

  • All Eyes on June 4

    All Eyes on June 4

    Shailesh KapoorTill a couple of months ago, the fate of the now-ongoing elections was signed and sealed. From them till now, there has been more excitement, even though the outcome is unlikely to be different from the one originally predicted, going by various accounts. June 4, the designated day for counting and results, is set to be a huge day from a media perspective, even though being a working day would curtail daytime viewership.

    Our news channels have not surprised us one bit during their coverage of these elections, predictably toeing the lines they have for almost a decade now. Yet, it is difficult to not appreciate the relentless hard work that a political journalist, however biased, must put in during elections as long-drawn as these have been.

    What has been different about the media playout of these elections is the increasing role social media, especially viral WhatsApp and Reels, have played in information dissemination. While the impact of such platforms was evident even in the previous two elections, it continues to get more mainstream, given the growing audience base with each passing year.

    We have also seen some young politicians provide entertain in good measure, infusing fresh energy amidst election fatigue, and providing fodder for viral videos too. Akhilesh Yadav is an old hand, but he has been in good form this year in his rallies. Priyanka Gandhi has impressed with her deft oration in Hindi. Kanhaiya Kumar has been expectedly feisty in his speeches. But the one who has really stood out is Tejashwi Yadav. I’m sure we will hear more of him soon.

    June 4 punctuates two big cricket matches: the IPL final about a week before it, and an India-Pakistan World T20 clash a week after. Between these three days, we can expect huge sums of advertising moneys to be spent on media, both traditional and digital.

    The day I’m looking forward to even more is June 1. It’s the last day of polling, and in the evening, the Election Commission embargo on sharing exit poll findings will be lifted. More than what the exit polls have to say, I’m looking for some humor in the mad rush one can expect our news channels to indulge in, that evening. Over the last two months, several pollsters have been on news channels, giving cryptic, qualitative hints, when they should be faithfully abstaining from media presence, in true spirit of the very logical embargo. But it’s hard to resist media coverage, I guess.

    By all accounts, second week of June should see return to media normalcy, unless we witness the unlikely scenario of a hung Parliament. But that’s still two exciting weeks away.

  • Yes, Machine Learning can Violate your Privacy!

    Yes, Machine Learning can Violate your Privacy!

    By Jordan Awan

    Machine learning has pushed the boundaries in several fields, including personalised medicine, self-driving cars and customised advertisements. Research has shown, however, that these systems memorise aspects of the data they were trained with in order to learn patterns, which raises concerns for privacy.

    In statistics and machine learning, the goal is to learn from past data to make new predictions or inferences about future data. In order to achieve this goal, the statistician or machine learning expert selects a model to capture the suspected patterns in the data. A model applies a simplifying structure to the data, which makes it possible to learn patterns and make predictions.

    Complex machine learning models have some inherent pros and cons. On the positive side, they can learn much more complex patterns and work with richer datasets for tasks such as image recognition and predicting how a specific person will respond to a treatment.

    However, they also have the risk of overfitting to the data. This means that they make accurate predictions about the data they were trained with but start to learn additional aspects of the data that are not directly related to the task at hand. This leads to models that aren’t generalised, meaning they perform poorly on new data that is the same type but not exactly the same as the training data.

    While there are techniques to address the predictive error associated with overfitting, there are also privacy concerns from being able to learn so much from the data.

     

    How machine learning algorithms make inferences

    Each model has a certain number of parameters. A parameter is an element of a model that can be changed. Each parameter has a value, or setting, that the model derives from the training data. Parameters can be thought of as the different knobs that can be turned to affect the performance of the algorithm. While a straight-line pattern has only two knobs, the slope and intercept, machine learning models have a great many parameters. For example, the language model GPT-3, has 175 billion.

    In order to choose the parameters, machine learning methods use training data with the goal of minimizing the predictive error on the training data. For example, if the goal is to predict whether a person would respond well to a certain medical treatment based on their medical history, the machine learning model would make predictions about the data where the model’s developers know whether someone responded well or poorly. The model is rewarded for predictions that are correct and penalized for incorrect predictions, which leads the algorithm to adjust its parameters – that is, turn some of the “knobs” – and try again.

    The basics of machine learning explained.

     

    To avoid overfitting the training data, machine learning models are checked against a validation dataset as well. The validation dataset is a separate dataset that is not used in the training process. By checking the machine learning model’s performance on this validation dataset, developers can ensure that the model is able to generalise its learning beyond the training data, avoiding overfitting.

    While this process succeeds at ensuring good performance of the machine learning model, it does not directly prevent the machine learning model from memorising information in the training data.

     

    Privacy concerns

    Because of the large number of parameters in machine learning models, there is a potential that the machine learning method memorises some data it was trained on. In fact, this is a widespread phenomenon, and users can extract the memorised data from the machine learning model by using queries tailored to get the data.

    If the training data contains sensitive information, such as medical or genomic data, then the privacy of the people whose data was used to train the model could be compromised. Recent research showed that it is actually necessary for machine learning models to memorise aspects of the training data in order to get optimal performance solving certain problems. This indicates that there may be a fundamental trade-off between the performance of a machine learning method and privacy.

    Machine learning models also make it possible to predict sensitive information using seemingly nonsensitive data. For example, Target was able to predict which customers were likely pregnant by analysing purchasing habits of customers who registered with the Target baby registry. Once the model was trained on this dataset, it was able to send pregnancy-related advertisements to customers it suspected were pregnant because they purchased items such as supplements or unscented lotions.

     

    Is privacy protection even possible?

    While there have been many proposed methods to reduce memorisation in machine learning methods, most have been largely ineffective. Currently, the most promising solution to this problem is to ensure a mathematical limit on the privacy risk.

    The state-of-the-art method for formal privacy protection is differential privacy. Differential privacy requires that a machine learning model does not change much if one individual’s data is changed in the training dataset. Differential privacy methods achieve this guarantee by introducing additional randomness into the algorithm learning that “covers up” the contribution of any particular individual. Once a method is protected with differential privacy, no possible attack can violate that privacy guarantee.

    Even if a machine learning model is trained using differential privacy, however, that does not prevent it from making sensitive inferences such as in the Target example. To prevent these privacy violations, all data transmitted to the organisation needs to be protected. This approach is called local differential privacy, and Apple and Google have implemented it.

    Differential privacy is a method for protecting people’s privacy when their data is included in large datasets.

     

    Because differential privacy limits how much the machine learning model can depend on one individual’s data, this prevents memorization. Unfortunately, it also limits the performance of the machine learning methods. Because of this trade-off, there are critiques on the usefulness of differential privacy, since it often results in a significant drop in performance.

     

    Going forward

    Due to the tension between inferential learning and privacy concerns, there is ultimately a societal question of which is more important in which contexts. When data does not contain sensitive information, it is easy to recommend using the most powerful machine learning methods available.

    When working with sensitive data, however, it is important to weigh the consequences of privacy leaks, and it may be necessary to sacrifice some machine learning performance in order to protect the privacy of the people whose data trained the model.

     

    Jordan Awan is Assistant Professor of Statistics, Purdue University. This article is republished from The Conversation under a Creative Commons license. Read the original article.

  • Esports Tournament Platform Gamerji expands operations

    After receiving a remarkable response from India and MENA (Middle East and North Africa) region, esports tournament platform Gamerji today announced the launch of its operations in the South East Asia market starting with Indonesia and Philippines.

    Southeast Asia stands as the epicentre of esports, experiencing rapid growth driven by several key factors. Advancements in gaming hardware, robust internet infrastructure, and cutting-edge streaming technology that have collectively elevated the gaming experience.

    Ahmedabad headquartered esports company Gamerji has gone live with 8 game titles including PUBG Mobile, Free Fire, MLBB, Valorant, Clash Royale, CS:GO, Rocket League & FIFA. New users get virtual currency & a free 3 day subscription on joining as a welcome offer. Gamerji can be accessed via its website & also available on Android & iOS stores. The company plans to add 1M users from the South East Asia region over the next 12 months.

    Said Soham Thacker, CEO & Founder of Gamerji: “As esports continues its exponential growth, gaining recognition globally from esteemed Olympic councils to governments, educational institutions, brands, and industries, Gamerji is committed to enhancing its presence in SEA markets which has been witnessing the soaring popularity of esports. Our aim is to offer a comprehensive experience, where gamers can sharpen their skills through daily tournaments and enjoy a safe, fair, and exhilarating gaming environment, with rewards awaiting them.”

  • CloudTV launches new TV operating system

    Cloud TV, the provider of Smart TV operations systems, has announced its newest software update, Cloud TV 3.0 designed to enhance the user experience for affordable Smart TVs.

    Commenting on the launch of the new operating system, Abhijeet Rajpurohit, Co-founder and COO, Cloud TV, said: “As a homegrown brand, Cloud TV is the first and only Make in India OS supporting the growth of TV localisation. Over the past years, we have constantly endeavored to help improve the user experience for affordable Smart TVs and to simplify the Smart TV experience for our users. With the launch of Cloud TV 3.0, we enable over 170 TV device partners and 200 content partners, to reach out to their audiences and enhance the viewing experience for over 6 million users currently in India.”

  • Disney Star contributes to Different Art Centre, Kerala

    Disney Star is poised to collaborates with the Different Art Centre (DAC),  a project under the Kerala Social Security Mission to empower children with special needs through art. K Madhavan, Country Manager and President of Disney Star, visited the centre to explore opportunities to support this inspiring cause and announced a contribution of INR 1.8 crores from the Disney Star CSR Fund.

    During his visit, K Madhavan toured the facility, interacted with over a hundred children and engaged in meaningful discussions with Gopinath Muthukad, Founder and Executive Director of the Different Art Centre, and directors, including Mahesh Gupta, Shail Thomas, and Jaya Dali. They discussed potential collaborations to further enhance the impact of centre’s programmes.

    Notes a communique: “His visit underscores Disney Star’s commitment to social responsibility and its support for initiatives that make a positive impact on society. This contribution will aid in various welfare activities conducted by the Different Art Centre, furthering its mission in identifying, training, and refining the basic talents of differently abled children in various art forms.”

  • Mumbai Indians launch new animation series

    Mumbai Indians announced the launch of ‘The Mighty Indians’, an animated mini-series, that combines the world of cricket, storytelling, and fan fiction for the next generation of global fans. The series has been created with strategic partners Burman Sports and Animation Media Partner Kid Sports Media Inc. and Squeezy Sports Inc.

    A spokesperson for Mumbai Indians said: “The Mumbai Indians have always embodied the values of teamwork, perseverance and hard work, and the ‘The Mighty Indians’ brings these values to life through a series of animated episodes and a captivating storyline. As a global brand, Mumbai Indians is always on the lookout to engage with their fans across geographies through innovative activations and content.”

    Said Shiv Burman, Founder, Burman Sports: “We identified a strategic opportunity to create an IP with immense potential to cultivate fandom amongst Mi’s next generation fans, via relevant and engaging content that both resonates with and entertains them. The Mighty Indians IP has the potential to grow into segments such as merchandise, experiences, community engagement and more, creating a comprehensive ecosystem that celebrates the spirit of cricket and heroism. We brought on board our partners Kid Sports Media to deliver world class content. Mumbai Indians has been the perfect partner for an IP like this given their large focus on kids and youth development. We are proud to partner with one of the biggest cricket franchises in the world to help develop their next generation of fans.”

    Added Massimo Marchese CMO of Kid Sport Media  & Squeezy Sports Inc.: “We’re thrilled to team up with the Mumbai Indians to bring cricket’s superstars to life as animated superheroes, blending the thrill of the game with epic adventures. Get ready for a boundary-breaking series that will captivate fans and inspire a new generation of cricket lovers!”

  • Shailesh Kapoor: Cinema Lovers Day: Bollywood’s New Demand Stimulator

    Shailesh KapoorToday is Cinema Lovers Day. Yes, that’s the name the Multiplex Association of India (MAI) has given to an occasion they have celebrated a few times since they first came up with the idea in September 2022. Tickets in major multiplexes (often excluding South India) are priced at ₹99, to stimulate demand. The day has been used tactically in periods of lull in Hindi cinema, when no big-ticket films are running, or scheduled to release soon.

    The traction this idea has got from audiences is quite overwhelming. For instance, Mr. & Mrs. Mahi, today’s Hindi release starring Rajkummar Rao and Janhvi Kapoor, was tracking at ₹3.2 Cr first-day box office in our forecast tracker Ormax Cinematix, before Cinema Lovers Day was announced three days ago. The film is expected to collect about ₹5.5-6.0 Cr, possibly even higher.

    These collections come at almost half the ticket price (average ticket price for such films tends to be about ₹180 on the opening day. Which means that the demand must increase four-fold, for the collections to double. One doesn’t need more stark evidence on the impact of ticket price on cinema-going. Or so it would seem.

    If lower ticket prices could increase demand four-fold, and double the collections, every day should be celebrated a Cinema Lovers Day. But it’s easy to see that this tactic works because it’s sporadic, say like the Prime Day on Amazon.

    From this rigorous analysis conducted by our team in 2023, it seems evident that ticket prices have an impact on the decision to watch a film in a theatre, but only incrementally so. The content’s appeal, determined by its cast, genre, trailer, music, etc., is the primary decision-making factor.

    The performance at the box office on Cinema Lovers Day may suggest that the analysis above is faulty. But it’s the co-existence of these two ideas is fascinating: Audiences are not overly price sensitive when it comes to a film they really want to watch, but when a discount offer is available, they will grab it with both hands for a film that qualifies as a decent watch in their books.

    One, then, hopes MAI doesn’t milk this idea dry. It’s a great idea for seasonal use, possibly even once a quarter. But make it a fixture, and the box office would not respond. Audiences may end up waiting for lower ticket price offers for bigger films too, which then makes those films unviable, because the demand cannot increase four-fold if you have an organic potential of 50-70% occupancy.

    On a side note, the name Cinema Lovers Day amuses me. If at all, the ₹99 idea is the anti-thesis of “loving” cinema. Cinephiles would be the least price sensitive, and will display higher urgency to watch new films at regular ticket prices anyway. The discount is actually targeting the casual audiences, who don’t necessarily “love” cinema, but don’t mind a visit to a theatre once in a while, to hangout with their friends, or to simply enjoy the air-conditioner in the scorching summer heat.

    But why quibble over a name, when the idea is working. Cinema Lovers Day is here to stay. The next edition may not be too far away.