Ticket rush: Film fans hand Hollywood record cash

LOS ANGELES (AP) — The big deal for Hollywood is not the record $ 10.8 billion that studios took in domestically in 2012. It’s the fact that the number of tickets sold went up for the first time in three years.

Thanks to inflation, revenue generally rises in Hollywood as admission prices climb each year. The real story is told in tickets, whose sales have been on a general decline for a decade, bottoming out in 2011 at 1.29 billion, their lowest level since 1995.

The industry rebounded this year, with ticket sales projected to rise 5.6 percent to 1.36 billion by Dec. 31, according to box-office tracker Hollywood.com. That’s still well below the modern peak of 1.6 billion tickets sold in 2002, but in an age of cozy home theater setups and endless entertainment gadgets, studio executives consider it a triumph that they were able to put more butts in cinema seats this year than last.

“It is a victory, ultimately,” said Don Harris, head of distribution at Paramount Pictures. “If we deliver the product as an industry that people want, they will want to get out there. Even though you can sit at home and watch something on your large screen in high-def, people want to get out.”

Domestic revenue should finish up nearly 6 percent from 2011′s $ 10.2 billion and top Hollywood‘s previous high of $ 10.6 billion set in 2009.

The year was led by a pair of superhero sagas, Disney’s “The Avengers” with $ 623 million domestically and $ 1.5 billion worldwide and the Warner Bros. Batman finale “The Dark Knight Rises” with $ 448 million domestically and $ 1.1 billion worldwide. Sony’s James Bond adventure “Skyfall” is closing in on the $ 1 billion mark globally, and the list of action and family-film blockbusters includes “The Hunger Games,” ”The Twilight Saga: Breaking Dawn — Part Two,” ”Ice Age: Continental Drift,” ”Madagascar 3: Europe’s Most Wanted,” ”The Amazing Spider-Man” and “Brave.”

Before television, movies were the biggest thing going, with ticket sales estimated as high as 4 billion a year domestically in the 1930s and ’40s.

Movie-going eroded steadily through the 1970s as people stayed home with their small screens. The rise of videotape in the 1980s further cut into business, followed by DVDs in the ’90s and big, cheap flat-screen TVs in recent years. Today’s video games, mobile phones and other portable devices also offer easy options to tramping out to a movie theater.

It’s all been a continual drain on cinema business, and cynics repeatedly predict the eventual demise of movie theaters. Yet Hollywood fights back with new technology of its own, from digital 3-D to booming surround-sound to the clarity of images projected at high-frame rates, which is being tested now with “The Lord of the Rings” prelude “The Hobbit: An Unexpected Journey,” shown in select theaters at 48 frames a second, double the standard speed.

For all of the annoyances of theaters — parking, pricy concessions, sitting next to strangers texting on their iPhones — cinemas still offer the biggest and best way to see a movie.

“Every home has a kitchen, but you can’t get into a good restaurant on Saturday night,” said Dan Fellman, head of distribution for Warner Bros. “People want to escape. That’s the nature of society. The adult population just is not going to sit home seven days a week, even though they have technology in their home that’s certainly an improvement over what it was 10 years ago. People want to get out of the house, and no matter what they throw in the face of theatrical exhibition, it continues to perform at a strong level.”

Even real-life violence at the movie theater didn’t turn audiences away. Some moviegoers thought twice about heading to the cinema after a gunman killed 12 people and injured 58 at a screening of “The Dark Knight Rises” in Colorado last summer, but if there was any lull in attendance, it was slight and temporary. Ticket sales went on a tear for most of the fall.

While domestic revenues inch upward most years largely because of inflation, the real growth areas have been overseas, where more and more fans are eager for the next Hollywood blockbuster.

Rentrak, which compiles international box office data, expects 2012′s foreign gross to be about $ 23 billion, 3 percent higher than in 2011. No data was yet available on the number of tickets sold overseas this past year.

International business generally used to account for less than half of a studio film’s overall receipts. Films now often do two or even three times as much business overseas as they do domestically. Some movies that were duds with U.S. audiences, such as “Battleship” and “John Carter,” can wind up being $ 200 million hits with overseas crowds.

Whether finishing a good year or a bad one, Hollywood executives always look ahead to better days, insisting that the next crop of blockbusters will be bigger than ever. The same goes this time as studio bosses hype their 2013 lineup, which includes the latest “Iron Man,” ”Star Trek,” ”Hunger Games” and “Thor” installments, the Superman tale “Man of Steel” and the second chapter in “The Hobbit” trilogy.

Twelve months from now, they hope to be talking about another revenue record topping this year’s $ 10.8 billion.

“I’ve been saying we’re going to hit that $ 11 billion level for about three years now,” said Paul Dergarabedian, a box-office analyst for Hollywood.com. “Next year I think is the year we actually do it.”

___

Online:

http://www.hollywood.com

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Well: Exercise and the Ever-Smarter Human Brain

Anyone whose resolve to exercise in 2013 is a bit shaky might want to consider an emerging scientific view of human evolution. It suggests that we are clever today in part because a million years ago, we could outrun and outwalk most other mammals over long distances. Our brains were shaped and sharpened by movement, the idea goes, and we continue to require regular physical activity in order for our brains to function optimally.

Phys Ed

Gretchen Reynolds on the science of fitness.

The role of physical endurance in shaping humankind has intrigued anthropologists and gripped the popular imagination for some time. In 2004, the evolutionary biologists Daniel E. Lieberman of Harvard and Dennis M. Bramble of the University of Utah published a seminal article in the journal Nature titled “Endurance Running and the Evolution of Homo,” in which they posited that our bipedal ancestors survived by becoming endurance athletes, able to bring down swifter prey through sheer doggedness, jogging and plodding along behind them until the animals dropped.

Endurance produced meals, which provided energy for mating, which meant that adept early joggers passed along their genes. In this way, natural selection drove early humans to become even more athletic, Dr. Lieberman and other scientists have written, their bodies developing longer legs, shorter toes, less hair and complicated inner-ear mechanisms to maintain balance and stability during upright ambulation. Movement shaped the human body.

But simultaneously, in a development that until recently many scientists viewed as unrelated, humans were becoming smarter. Their brains were increasing rapidly in size.

Today, humans have a brain that is about three times larger than would be expected, anthropologists say, given our species’ body size in comparison with that of other mammals.

To explain those outsized brains, evolutionary scientists have pointed to such occurrences as meat eating and, perhaps most determinatively, our early ancestors’ need for social interaction. Early humans had to plan and execute hunts as a group, which required complicated thinking patterns and, it’s been thought, rewarded the social and brainy with evolutionary success. According to that hypothesis, the evolution of the brain was driven by the need to think.

But now some scientists are suggesting that physical activity also played a critical role in making our brains larger.

To reach that conclusion, anthropologists began by looking at existing data about brain size and endurance capacity in a variety of mammals, including dogs, guinea pigs, foxes, mice, wolves, rats, civet cats, antelope, mongeese, goats, sheep and elands. They found a notable pattern. Species like dogs and rats that had a high innate endurance capacity, which presumably had evolved over millenniums, also had large brain volumes relative to their body size.

The researchers also looked at recent experiments in which mice and rats were systematically bred to be marathon runners. Lab animals that willingly put in the most miles on running wheels were interbred, resulting in the creation of a line of lab animals that excelled at running.

Interestingly, after multiple generations, these animals began to develop innately high levels of substances that promote tissue growth and health, including a protein called brain-derived neurotrophic factor, or BDNF. These substances are important for endurance performance. They also are known to drive brain growth.

What all of this means, says David A. Raichlen, an anthropologist at the University of Arizona and an author of a new article about the evolution of human brains appearing in the January issue of Proceedings of the Royal Society Biology, is that physical activity may have helped to make early humans smarter.

“We think that what happened” in our early hunter-gatherer ancestors, he says, is that the more athletic and active survived and, as with the lab mice, passed along physiological characteristics that improved their endurance, including elevated levels of BDNF. Eventually, these early athletes had enough BDNF coursing through their bodies that some could migrate from the muscles to the brain, where it nudged the growth of brain tissue.

Those particular early humans then applied their growing ability to think and reason toward better tracking prey, becoming the best-fed and most successful from an evolutionary standpoint. Being in motion made them smarter, and being smarter now allowed them to move more efficiently.

And out of all of this came, eventually, an ability to understand higher math and invent iPads. But that was some time later.

The broad point of this new notion is that if physical activity helped to mold the structure of our brains, then it most likely remains essential to brain health today, says John D. Polk, an associate professor of anthropology at the University of Illinois at Urbana-Champaign, and co-author, with Dr. Raichlen, of the new article.

And there is scientific support for that idea. Recent studies have shown, he says, that “regular exercise, even walking,” leads to more robust mental abilities, “beginning in childhood and continuing into old age.”

Of course, the hypothesis that jogging after prey helped to drive human brain evolution is just a hypothesis, Dr. Raichlen says, and almost unprovable.

But it is compelling, says Harvard’s Dr. Lieberman, who has worked with the authors of the new article. “I fundamentally agree that there is a deep evolutionary basis for the relationship between a healthy body and a healthy mind,” he says, a relationship that makes the term “jogging your memory” more literal than most of us might have expected and provides a powerful incentive to be active in 2013.

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Rumored iPad 5 to be thinner

By Chris O'Brien

1:03 p.m. CST, December 24, 2012

That iPad 3 you got last March? Forget it. It's like the eight-track tape  of tablets. (Kids: Ask your parents what that means.) Even that iPad 4 you're about to unwrap Christmas morning that you think is so darn new is about to become yesterday's news. 

At least, that is, if the latest iPad rumors are true. According to the Japanese blog Macotakara, the next iPad is due to hit in March. At which time, all previous versions of the iPad will feel like bricks.

QUIZ: What set the Internet on fire in 2012? 

The site reports that the fifth version of the iPad will be thinner and lighter than the last iPad. For those of you hoping that Apple's next version of the iPad would be heavier and clunkier, this is no doubt crushing news.

For the rest of the planet, however, this is pretty much what you'd expect from Apple. Macotakara says its sources say the next iPad will be 2 millimeters thinner and 17 millimeters narrower. 

If true, it marks a continuation of the accelerated product update cycle that kicked into gear this past year under Apple CEO Tim Cook. 

According to 9to5Mac.com, if the dimensions are correct, "The new supposed thinness would mean the next iPad is nearly as thin as the 7.2mm thin iPad mini."

Speaking of the Mini, Macotakara reports that Apple is cooking up a retina screen for the next iPad mini. 

Here's the real thing iPad owners need to fear: How long will Apple continue to support those older iPads? It already doesn't let owners of the first iPad download new versions of iOS. 

ALSO: 

Yelp's new weapon against fake reviews: User alerts

Google Maps returns to iPhone; iPad app coming soon

Scam watch: Fake news sites, smartphone viruses, BBB scam stopper

Follow me on Twitter @obrien.

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Lake-effect snow brings white Christmas to some

Brandon Diaz rides on a plastic sled as his dog Domino frolics about in the snow at Cricket Hill near Montrose Harbor in Chicago. (John J. Kim, Chicago Tribune / December 25, 2012)

By Heywood Hoffman




Tribune reporter

2:41 p.m. CST, December 25, 2012

Lake-effect snow late this morning brought a heavy coating of snow to much of the North Side, providing a white Christmas to some.

As of about 11 a.m., 1 to 2 inches of snow coated the ground, mostly north of Belmont Avenue reaching from the lakefront to past Western Avenue.

Roadways were slick and some cars were seen spinning out, including on Lake Shore Drive, although south of Belmont the roads were mostly just wet.

The lake-effect snow showers could last throughout the day and into tomorrow, although they will be spotty and large amounts of accumulation are not expected.

Temperatures were expected to reach the low 30s on Christmas and only 31 on Wednesday, with overnight temps into the low 20s.

For the latest radar, conditions and forecasts, go to chicagoweathercenter.com.

chicagobreaking@tribune.com
Twitter: @ChicagoBreaking

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Queen delivers 1st Christmas message in 3D

LONDON (AP) — Queen Elizabeth II has hailed the holidays in a new dimension, delivering her Christmas message for the first time in 3D.

In the annual, prerecorded broadcast, the monarch paid tribute to the armed forces, “whose sense of duty takes them away from family and friends” over the holidays, and expressed gratitude for the outpouring of enthusiasm for her Diamond Jubilee celebrations.

The queen said she was struck by the “strength of fellowship and friendship” shown by well-wishers to mark her 60 years on the throne.

“It was humbling that so many chose to mark the anniversary of a duty which passed to me 60 years ago,” she said as footage showed crowds lining the Thames River in the rain earlier this year for a boat pageant. “People of all ages took the trouble to take part in various ways and in many nations.”

The queen also reflected on Britain’s hosting of the Olympic games in 2012, praising the “skill, dedication, training and teamwork of our athletes” and singling out the volunteers who devoted themselves “to keeping others safe, supported and comforted.”

Elizabeth’s message aired shortly after she attended a traditional church service at St. Mary Magdelene Church on her sprawling Sandringham estate in Norfolk.

Wearing a turquoise coat and matching hat, the monarch rode to church in a Bentley, accompanied by granddaughters Beatrice and Eugenie. Her husband, Prince Philip, walked from the house to the church with other members of the royal family.

Three familiar faces were missing from the family outing. Prince William is spending the holiday with his pregnant wife Kate and his in-laws in the southern England village of Bucklebury. Prince Harry is serving with British troops in Afghanistan.

After the church service, the royals usually gather to watch the queen’s prerecorded television broadcast, a tradition that began with a radio address by King George V in 1932.

The queen has made a prerecorded Christmas broadcast on radio since 1952 and on television since 1957. She writes the speeches herself and the broadcasts mark the rare occasion on which the queen voices her own opinion without government consultation.

Her switch to 3D was not the only technological leap for prominent British figures this Christmas.

The Archbishops of Canterbury and York chose to tweet their sermons for the first time, in order to bring Christmas to a new digital audience.

In his speech, Archbishop of Canterbury Rowan Williams said he has been inspired by meeting victims of suffering over the past decade while leading the world’s 80 million-strong Anglican Communion.

Delivering his final Christmas Day sermon from Canterbury Cathedral, Williams also acknowledged how a vote against allowing women to become bishops has damaged the credibility of the church.

Still, he said, it was “startling” to see after the vote how many people “turned out to have a sort of investment in the church, a desire to see the church looking credible and a real sense of loss when — as they saw it — the church failed to sort its business out.”

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Kraft targets men, millennials

The pot pie kit comes with pouches of Velveeta cheese, biscuit topping, vegetables and seasoning. The cook sautes chicken until done, then adds milk, vegetables and seasoning, and cooks for another minute. The chicken mixture goes into a baking dish and gets topped with the cheese. Finally, the biscuit mix, to which more milk has been added, goes on the very top. The Velveeta Cheesy Casserole is ready in about 18 minutes at 425 degrees.

Then there's Oscar Mayer's pulled pork that's sold in a clear plastic tub. It's precooked, shredded and seasoned. Kraft is selling the meat without the sauce so cooks can choose their own and add as much as desired.

These and other new products are part of Kraft Foods Group's efforts to attract new customers: millennials and men. The recession disproportionately affected men, who are now doing about 40 percent of the cooking, according to the U.S. Bureau of Labor Statistics.

Northfield-based Kraft has found that both groups are cooking more and looking for flexible recipes, ways to customize their food and have fun in the kitchen. So Kraft is updating its stable of mature brands in ways that appeal to them.

Millennials, age 18 to early 30s, are beginning to cook and don't want to do things like their parents did. So Kraft is offering more products that require some effort. Just not too much effort.

A Kraft study showed younger men cooking even more than their older counterparts — 42 percent of millennial men do all the cooking in the household, while 76 percent do at least some cooking. They also like to experiment with their dishes.

"Now they'll talk about cooking like guys would talk about a hobby 20 years ago," said Barry Calpino, vice president of breakthrough innovation at Kraft. "It's an adventure, it's an experience, it's fun, they talk about 'their signature.'"

Men feel they have more latitude as cooks, according to Robin Ross, associate director of culinary at Kraft. "Women want to please their families and for everyone to like what they make,'' she said. Men, she said, tend not to feel the same pressure. "Men have more of a free hand."

Kraft Foods, a $19 billion a year packaged North American grocery business, was spun off in October from Deerfield-based Mondelez International. Kraft CEO Tony Vernon promised mid-single-digit operating income growth rates for the company, and acknowledged it needs to develop new, more modern products for its brands and increase advertising support to make customers aware of them.

While Vernon hasn't released targets for his ad budget, Kraft has lagged competitors, investing the equivalent of 3 percent of sales toward advertising and marketing, compared with 4.5 percent of sales at competitors, according to the company.

During the company's most recent earnings call, Vernon underscored double-digit sales growth for Lunchables, Velveeta, and MiO, a liquid concentrate used to flavor water, citing new products and subsequent advertising. However, he acknowledged work to do with Jell-O, to capitalize on "yogurt's explosive growth," and with Planters "to re-establish category leadership and profitable growth."

On Friday, Kraft shares closed at $45.53, up 2 percent from the Oct. 1 spinoff.

Simply being a smaller company, Calpino said, means Kraft can lavish attention on brands like Velveeta, which hadn't seen much attention in decades.

"Five or six years ago, I'm not sure we'd do innovation reviews" on Velveeta, Calpino said. "It wasn't even on the list."

Phil Lempert, a supermarket industry expert, said the millennial generation poses challenges for big food companies, which are not known for rapid change. Companies like Kraft, he said, have to "keep it fresh, keep it changing." Young people, he said, "never want to wake up and have the same meal in an entire lifetime.'' He also said that unlike their predecessors, millennials are more interested in "ethnic foods and adventure than ever before."

Lempert said a lot of millennials' tastes are "being driven by food trucks,'' serving products like tacos with a few different meats with a level of high quality and bold flavors. In turn, that has raised millennials' expectations on everything from a restaurant meal to a box of Kraft Macaroni and Cheese.

Lynn Dornblaser, director of innovation and insight at Mintel International, said the fact that Kraft offers some of its new products like easy-to-use, three-pack sauce packets should be a hit because millennials love to cook, but hate to clean.

"Cleaning is a barrier to cooking from scratch," she said. It's the same for male cooks. Even making a white sauce for pasta, Dornblaser said, "you've got dishes to wash, measuring to do, steps to follow."

So products like Kraft's new Velveeta casseroles, pulled pork, Fresh Take cheese and bread crumb mixtures and Velveeta Toppers cheese sauce pouches "offer the ability for consumer to be a little creative with what they're cooking but without too much bother," she said.

Last year, Velveeta launched Cheesy Skillets dinner kits, the brand's biggest launch in more than 20 years. It's a stark departure for a brand best known for Shells & Cheese and its ability to melt over nachos. Consumers saute beef, add cheese sauce from a pouch, cook the pasta, mix, and add hamburger toppings such as shredded lettuce and diced tomato.

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Police: NY gunman set 'trap' for firefighters

An ex-con set a car and a house ablaze in his lakeside neighborhood to lure firefighters, then opened fire on them, killing two, engaging in a shootout with police and committing suicide while several houses burned. Authorities used an armored vehicle to evacuate the area.

The gunman fired at the four firefighters when they arrived shortly after 5:30 a.m. at the blaze in Webster, a suburb of Rochester on Lake Ontario, town Police Chief Gerald Pickering said. The first police officer who arrived chased the suspect and exchanged gunfire, authorities said.

“It does appear it was a trap” for the first responders to the fire, Pickering said at a midday news conference. His motive wasn't clear.

The gunman, William Spengler, had served more than 17 years in prison for beating his 92-year-old grandmother to death in 1980 at the house next to where Monday's attack happened, Pickering said at a briefing later in the afternoon. Spengler, 62, was paroled in 1998 and had led a quiet life since, authorities said. Convicted felons are not allowed to possess weapons.

Police say lay in wait for the firefighters' arrival, then opened fire from outdoors, probably with a rifle and from atop an earthen berm.

Two firefighters, one of whom was also a town police lieutenant, died at the scene, and two others were hospitalized. A fifth man who was passing by was also injured. The police officer who exchanged gunfire with Spengler and “in all likelihood saved many lives,” Pickering said.

Seven houses were destroyed in the blaze, Pickering said, and police have not been able to get inside the houses to determine if there are any more victims. They said Spengler's 67-year-old sister Cheryl Spengler was unaccounted for. He lived in the house with his sister and mother, Arline, who died in October.

The West Webster Fire District learned of the fire early Monday after a report of a car and house on fire on Lake Road, on a narrow peninsula where Irondequoit Bay meets Lake Ontario, Monroe County Sheriff Patrick O'Flynn said.

The fire appeared from a distance as a pulsating ball of flame glowing against the early morning sky, flames licking into treetops and reflecting on the water, with huge bursts of smoke billowing away in a brisk wind.

Two of the firefighters arrived on a fire engine and two in their own vehicles, Pickering said. After Spengler fired, one of the wounded men managed to flee, but the other three couldn't because of flying gunfire.

A police armored vehicle was used to recover two of the men, and eventually it evacuated 33 people from nearby homes, the police chief said. The gunfire initially kept firefighters from battling the blazes.

“These people get up in the middle of the night to go put out fires; they don't expect to be shot and killed,” Pickering said.

The dead men were identified as Police Lt. Michael Chiapperini, 43, the Webster Police Department's public information officer; and Tomasz Kaczowka, also a 911 dispatcher, whose age was not released.

Pickering described Chiapperini as a “lifetime firefighter” with nearly 20 years with the department, and called Kaczowka a “tremendous young man.”

The two wounded firefighters, Joseph Hofsetter and Theodore Scardino, were in guarded condition in the intensive care unit at Strong Memorial Hospital, authorities said. Both were awake and alert and are expected to recover.

Hofsetter, also a full-timer with the Rochester Fire Department, was hit once in the pelvis, and the bullet lodged in his spine, authorities said. Scardino was hit in the chest and knee.

Monday's shooting and fires were in a neighborhood of seasonal and year-round homes set close together across the road from the lakeshore. The area is popular with recreational boaters but is normally quiet this time of year.

“We have very few calls for service in that location,” Pickering said. “Webster is a tremendous community. We are a safe community, and to have a tragedy befall us like this is just horrendous.”

O'Flynn lamented the violence, which comes on the heels of other shootings including the massacre of 20 students and six adults at Sandy Hook Elementary School in Newtown, Conn.

“It's sad to see that that this is becoming more commonplace in communities across the nation,” O'Flynn said.

Gov. Andrew Cuomo said the State Police and Office of Emergency Management were working with local authorities.

“Volunteer firefighters and police officers were injured and two were taken from us as they once again answered the call of duty,” Cuomo said in a statement. “We as the community of New York mourn their loss as now two more families must spend the holidays without their loved ones.”

Webster, a middle-class suburb, now is the scene of violence linked to house fires for two Decembers in a row.

Last Dec. 7, authorities say, a 15-year-old boy doused his home with gasoline and set it ablaze, killing his father and two brothers, 16 and 12. His mother and 13-year-old sister escaped with injuries. He is being prosecuted as an adult.

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Britain’s Queen Elizabeth goes 3D for Olympics tribute

LONDON (Reuters) – Britain‘s Queen Elizabeth will use her traditional Christmas Day message, filmed in 3D for the first time, to pay tribute to the world’s athletes for delivering a “splendid summer of sport” at the London Olympics.

In her personal address to the nation, the monarch will pay tribute to the competitors’ “skill, dedication, training and teamwork”, her office said on Monday.

The 86-year-old head of state provided an Olympic highlight when she made a surprise comic turn with James Bond actor Daniel Craig in a short film for the opening ceremony.

“In pursuing their own sporting goals, they gave the rest of us the opportunity to share something of the excitement and drama,” she will say, according to advance extracts.

Queen Elizabeth missed a church service at her country retreat on Sunday due to a cold, Buckingham Palace said. Her message was pre-recorded and will go out as expected.

It comes at the end of a landmark year for the royal family.

Queen Elizabeth marked 60 years on the throne with the Diamond Jubilee celebrations and her grandson Prince William and his wife Kate are expecting their first baby.

Prime Minister David Cameron issued his own Christmas message in which he talked of Britain’s “extraordinary year”.

“We cheered our queen to the rafters with the Jubilee, showed the world what we’re made of by staging the most spectacular Olympic and Paralympic Games ever and – let’s not forget – punched way above our weight in the medals table,” he said.

The first Christmas broadcast was given by Queen Elizabeth’s grandfather George V in 1932. It has become a Christmas Day tradition for many families to watch it together after lunch.

(Reporting by Peter Griffiths; Editing by Stephen Powell)

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Books: From Bang to Whimper: A Heart Drug’s Story

On June 23, 2005, American medicine managed to take a small step forward and a giant step backward at precisely the same time, with government approval of the first medication to be earmarked for a specific racial group. It was BiDil, a drug designed to treat heart failure in blacks.

Enthusiasts hailed BiDil’s approval by the Food and Drug Administration as a landmark event in the nascent field of pharmacogenomics, which aims to create drugs tailored to fit an individual’s genetic makeup as precisely as a bespoke suit drapes its owner’s shoulders. Critics just winced and clocked one more misstep in medicine’s long history of race-related disasters.

You would think that the elucidation of the human genome would have cleared up most of the hoary untruths surrounding race and health. But as Jonathan Kahn makes clear in his worthy if convoluted review of the events surrounding the birth of BiDil, the genome has in many respects only made things worse.

It has been clear for decades that race has minimal relevance to the body’s inner workings. Research has repeatedly shown that the biologic variations among individuals of the same race are reliably great enough for race to retain little utility as a biologic predictor. You might as well sort people by height. Or, in the words of an editorial writer for Nature Biotechnology in 2005, “Pooling people in race silos is akin to zoologists grouping raccoons, tigers and okapis on the basis that they are all stripy.”

But old misconceptions die hard, particularly for entrepreneurs eagerly awaiting cash bonanzas from the genomic revolution.

Race may be irrelevant; it may be, as Dr. Francis Collins, the director of the National Institutes of Health, put it, “a weak and imperfect proxy” for genetic differences. But it is also a familiar concept — and asking people what race they are is substantially cheaper than genotyping them.

So in a peculiar paradox, race has come to serve in some circles as a crude surrogate for genetic analysis until actual genomic medicine comes along — a temporary bridge from now to later, known to be flawed but still a quasi-legitimate stand-in for the real thing.

Against this background unfolds the story of BiDil, a drama of greed and good intentions.

Several observations prompted the drug’s development. Among them was the common assertion from the last century that blacks with heart failure were more likely to die than whites. (Mr. Kahn does an impressive job of researching and debunking this statistic.) Then there was the belief that blacks often reacted badly to some of the newer drugs used for treating heart failure, and the results of a study dating from the 1980s suggesting that many black patients did well with two old standby drugs.

Those two drugs were (and are) on sale as generics, costing pennies a pill. But just suppose they were combined into a single pill that could be then specifically marketed to patients who just happened to be thought in particular need of effective medication? Now there was a pharmacologic and marketing plan that would extend a lucrative new patent for decades.

And so it came to pass that a collection of eager investors and some of the nation’s foremost cardiologists smiled on the results of an industry-sponsored trial performed on self-identified black subjects with heart failure: The two cheap drugs combined into the not-so-cheap BiDil reduced mortality by 40 percent compared with placebo. This figure was impressive enough to end the trial early and speed BiDil to market.

How did whites do on BiDil? Nobody bothered to check.

Mr. Kahn deserves credit for teasing out all the daunting complexities behind these events, including the details of genetic analysis, the perils of racial determinations and the minutiae of patent law. Unfortunately, though, he suffocates his powerful subject in a dry, repetitive, ponderous read.

A law professor with a doctorate in history and longstanding interest in race issues, Mr. Kahn trudges a partisan path through the drama in which he himself was a player. (He testified before an F.D.A. advisory committee that BiDil should be approved without racial qualifications.)

He heads bravely into many statistical thickets, but omits relevant clinical data; he repeatedly refers to the trial that led to BiDil’s approval, for instance, but I could find its numerical findings nowhere in the book and had to look them up. In a story that fairly drips with potential human interest, he offers the reader not one sip.

The issues raised on every page are so important and so thought-provoking that it would be irresponsible to warn interested readers away. Still, it would be almost as irresponsible to misrepresent the difficulty of the journey.

As it happens, BiDil itself has had a remarkably inglorious career. Despite its much-trumpeted release, patients did not request the medication, and practicing doctors did not prescribe it.

NitroMed, the company that developed it, sponsored no further studies and failed in 2009.

The drug still lingers on the market; Mr. Kahn writes that BiDil may be resurrected in sustained-release form — that other time-honored technique for wringing a few more years from a drug’s patent.

For a parable of early 21st-century medicine, as it treads water between past and future and never hesitates to reach for a buck, it doesn’t get much better than BiDil.

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Kraft's new recipe for sales: Updating products for men, millennials

The pot pie kit comes with pouches of Velveeta cheese, biscuit topping, vegetables and seasoning. The cook sautes chicken until done, then adds milk, vegetables and seasoning, and cooks for another minute. The chicken mixture goes into a baking dish and gets topped with the cheese. Finally, the biscuit mix, to which more milk has been added, goes on the very top. The Velveeta Cheesy Casserole is ready in about 18 minutes at 425 degrees.

Then there's Oscar Mayer's pulled pork that's sold in a clear plastic tub. It's precooked, shredded and seasoned. Kraft is selling the meat without the sauce so cooks can choose their own and add as much as desired.

These and other new products are part of Kraft Foods Group's efforts to attract new customers: millennials and men. The recession disproportionately affected men, who are now doing about 40 percent of the cooking, according to the U.S. Bureau of Labor Statistics.

Northfield-based Kraft has found that both groups are cooking more and looking for flexible recipes, ways to customize their food and have fun in the kitchen. So Kraft is updating its stable of mature brands in ways that appeal to them.

Millennials, age 18 to early 30s, are beginning to cook and don't want to do things like their parents did. So Kraft is offering more products that require some effort. Just not too much effort.

A Kraft study showed younger men cooking even more than their older counterparts — 42 percent of millennial men do all the cooking in the household, while 76 percent do at least some cooking. They also like to experiment with their dishes.

"Now they'll talk about cooking like guys would talk about a hobby 20 years ago," said Barry Calpino, vice president of breakthrough innovation at Kraft. "It's an adventure, it's an experience, it's fun, they talk about 'their signature.'"

Men feel they have more latitude as cooks, according to Robin Ross, associate director of culinary at Kraft. "Women want to please their families and for everyone to like what they make,'' she said. Men, she said, tend not to feel the same pressure. "Men have more of a free hand."

Kraft Foods, a $19 billion a year packaged North American grocery business, was spun off in October from Deerfield-based Mondelez International. Kraft CEO Tony Vernon promised mid-single-digit operating income growth rates for the company, and acknowledged it needs to develop new, more modern products for its brands and increase advertising support to make customers aware of them.

While Vernon hasn't released targets for his ad budget, Kraft has lagged competitors, investing the equivalent of 3 percent of sales toward advertising and marketing, compared with 4.5 percent of sales at competitors, according to the company.

During the company's most recent earnings call, Vernon underscored double-digit sales growth for Lunchables, Velveeta, and MiO, a liquid concentrate used to flavor water, citing new products and subsequent advertising. However, he acknowledged work to do with Jell-O, to capitalize on "yogurt's explosive growth," and with Planters "to re-establish category leadership and profitable growth."

On Friday, Kraft shares closed at $45.53, up 2 percent from the Oct. 1 spinoff.

Simply being a smaller company, Calpino said, means Kraft can lavish attention on brands like Velveeta, which hadn't seen much attention in decades.

"Five or six years ago, I'm not sure we'd do innovation reviews" on Velveeta, Calpino said. "It wasn't even on the list."

Phil Lempert, a supermarket industry expert, said the millennial generation poses challenges for big food companies, which are not known for rapid change. Companies like Kraft, he said, have to "keep it fresh, keep it changing." Young people, he said, "never want to wake up and have the same meal in an entire lifetime.'' He also said that unlike their predecessors, millennials are more interested in "ethnic foods and adventure than ever before."

Lempert said a lot of millennials' tastes are "being driven by food trucks,'' serving products like tacos with a few different meats with a level of high quality and bold flavors. In turn, that has raised millennials' expectations on everything from a restaurant meal to a box of Kraft Macaroni and Cheese.

Lynn Dornblaser, director of innovation and insight at Mintel International, said the fact that Kraft offers some of its new products like easy-to-use, three-pack sauce packets should be a hit because millennials love to cook, but hate to clean.

"Cleaning is a barrier to cooking from scratch," she said. It's the same for male cooks. Even making a white sauce for pasta, Dornblaser said, "you've got dishes to wash, measuring to do, steps to follow."

So products like Kraft's new Velveeta casseroles, pulled pork, Fresh Take cheese and bread crumb mixtures and Velveeta Toppers cheese sauce pouches "offer the ability for consumer to be a little creative with what they're cooking but without too much bother," she said.

Last year, Velveeta launched Cheesy Skillets dinner kits, the brand's biggest launch in more than 20 years. It's a stark departure for a brand best known for Shells & Cheese and its ability to melt over nachos. Consumers saute beef, add cheese sauce from a pouch, cook the pasta, mix, and add hamburger toppings such as shredded lettuce and diced tomato.

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