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For whatever reason, Ebony magazine and Jet magazine, which were the two leading publications aimed at African Americans, never ran a single non-menthol cigarette advertisement. Americus Reed, a professor of marketing at the University of Pennsylvanias Wharton School of Business whose research focuses on brands and identity loyalty, said that all brands attempt to make a cultural connection to a lifestyle that could be focused on a particular type of community, or even a racial group One way they might do that is to tell a story, Reed said

We cannot calculate the point elasticity without an equation that defines the demand curve but, if we had that equation, we could use a technique in calculus called differentiation to work it out

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In some ways, its good that people are having a strong reaction to it. Phoenix mostly wants to let the film speak for itself

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