Showing posts with label johnny depp. Show all posts
Showing posts with label johnny depp. Show all posts

July 20, 2026

Pirates of the Caribbean: Battle for the Sunken Treasure in English!

Ever wondered what the Imagineers full story was behind Shanghai Disneyland's groundbreaking Pirates of the Caribbean: Battle for the Sunken Treasure? What tale were they trying to tell? How many times would Johnny Depp as Captain Jack Sparrow appear in the ride and why? Just check out this video below for the first ever English voice ride through courtesy Ben Laurence:


After the ride through, listen to Ben tell us exactly how it was created. Great job I say!

(Top photo by TripSavvy.com)

June 19, 2026

When Reality is Better Than Imagineering Art: Magic Kingdom's Pirates of the Caribbean

To hardcore Disney theme park fans, Walt Disney World's Pirates of the Caribbean has long been considered the lower class version of the iconic Disneyland attraction, but that does not mean it is without its own charms or great design detail! Here above is the original ending scene, courtesy CardCow.com. Those poor soldiers protecting the treasure are overtaken by the rowdiest group of pirates ever to assemble in a Disney park.

When the gold standard of attractions made its debut at Disneyland in 1967, there was nothing like it- and there still isn't to this day! 

Never, ever had anyone in the entertainment industry created a theme park attraction that was almost 15 minutes of one stunning seaworthy discovery after another. Unbelievably, when the Magic Kingdom opened in 1971, it was not on the opening day attraction roster at Walt Disney World

As us Disney geeks know, the expansion plan for the Magic Kingdom included a full scaled Wild West styled version of the pirate adventure, Western River Expedition. The Marc Davis imagineered area Thunder Mesa included many other attractions built into one magnificent and very expensive structure.  

There were no plans for this until Magic Kingdom guests demanded it.

It'd be easy to blame it on the energy crisis or the wait and see attitude of Disney accountants, but Western River Expedition and all the attractions at Thunder Mesa were not to be. Park guests won out with their numerous complaints. Executive Card Walker made the decision to toss out Davis' unbuilt masterpiece in favor of a sure bet where most of the hard design work had already been accomplished.

Construction in full swing.

See this concept art in full size! Just click on it.

When it came time to add the Pirates attraction for Florida's Magic Kingdom, Imagineer Marc Davis wanted to add elements that would bring the rowdy story to light in different ways than the one found in Disneyland's New Orleans Square. In Florida, the fan favorite would find its home in an expansion of Adventureland known as Caribbean Plaza. The pirate story would begin as guests entered an old Spanish fort El Castillo (later renamed Castillo del Morro). Good beginning!

Starting in the queue, there would be hints of what was to come, like the dueling pirate skeletons at the dust covered chessboard locked in an eternal stalemate. The biggest change overall would be the brand new conclusion. I've always loved the original ending in Florida. There the Spanish soldiers protecting the fortress are tied up while the pirates grab all that glittering treasure. The concept art was good, but the final execution was just brilliant!

Nothing they could do about it!

Over the years, the attraction lost its steady stream of visitors, but it didn't take long to regain them. Once the films based on the attraction became very popular, both the Disneyland original and the Florida version added Johnny Depp aka Captain Jack Sparrow to the mix. Purists scoffed, but fans of the Black Pearl series and Mr. Depp loved it. Crowds returned to the Florida attraction, filling the queue once again.

Photo by Mike Thomas at Magic and Memories

Changes are constantly in play with the attraction. Additions have included other characters from the film and even a hint of deadly mermaid activity in the caverns. Those have been installed and subsequently removed. 

In 2027, Pirates of the Caribbean celebrates its 60th Anniversary at Disneyland. I wouldn't be surprised if the Imagineers are planning for some new surprises to celebrate and honor this landmark attraction. 

(Unless denoted, art and photographs copyright The Walt Disney Company.)

February 3, 2026

Cursed Pirate Hector Barbossa Finds His Way to Disneyland Paris' Pirates of the Caribbean

In 2003, the debut of Pirates of the Caribbean: The Curse of the Black Pearl brought the famous and beloved Disney attraction to the silver screen. And fans couldn't get enough- which of course led to Disney releasing many sequels, all of various quality and box office success. Johnny Depp as Captain Jack Sparrow made Disney edgy and cool once more. Nemesis Hector Barbossa played but Geoffrey Rush was the perfect villain of villains- witty, charming in an odd way, and therefore, quite likable. Naturally, the theme parks would be affected.

Just three years later- quite the quick turnaround for the slow to move Disney- Disneyland's original attraction added the film's main two characters to the New Orleans Square attraction. Then, the rest of the parks followed suit.

Stateside, Barbossa had a star turn of sorts appearing on the huge ship while it was attacking the town's fortress, but he appears in a very different spot at Disneyland Paris' version. There, Barbossa comes into play after the explosion scene. And as a bonus, he appears both in his  natural state and in his cursed form once the lightning strikes. This rather rare piece of concept art sets him in place. It's one of many differences that makes the French Pirates attraction different and worth a trip to the most beautiful Magic Kingdom of them all.

(Art copyright The Walt Disney Company.)

October 11, 2019

Will the Jungle Cruise Movie Affect the Park Attractions?

Take one part Indiana Jones and a classic Disney attraction, The Jungle Cruise, and turn it into a movie. This looks like the best of both worlds! Dwayne Johnson and Emily Blunt star in what could be a very fun summer blockbuster. The poster is terrific!

The logo is darned cool!

What will happen to the classic Disney attractions if the movie is a smash? You can bet the IP loving suits will ass some changes to the rides just as they eventually did with Pirates of the Caribbean when Johnny Depp turned the ride into a cash printing movie franchise. 

The Jungle Cruise was planned for the Paris park.

Pending the success of the film, especially if it is successful in the  international markets, will pave the way for an Adventureland expansion in Disneyland Paris. As you can see from the early promotional map above, the Jungle Cruise was once intended for the French park. Alongside a glimmering (or should I say grimy?) new Indiana Jones Adventure - also planned- the cruise would pack a powerful punch and bring crowds to a largely neglected area of the park.

The boat bears somewhat of a resemblance...

On the home front, both the Magic Kingdom version and the older, original, Disneyland version could benefit from higher grade Audio-Animatronics as a fresh storyline. It's not as if Walt's park hasn't seen changes made to this ride over the decades. It certainly has! I say if the changes are subtle and fun, adding a new bit of thrill, count me in.

Greg Maletic's beautiful interpretation of an Indy attraction
with a Jungle Cruise sort of flavor.

Are you ready for a new Jungle Cruise?

(Art copyright The Walt Disney Company.)

May 29, 2017

More Marvel for DCA, Prime Pandora, Promising Pirates

Now that Guardians of the Galaxy Mission: Breakout is a bonafide hit, its a safe bet that the already leaked plans for a Marvel themed expansion happen sooner than later. California Adventure will finally begin expansion in earnest after a long wait from the opening of the 2.0 remake which brought us Cars Land and Buena Vista Street. It's about time. 

The photo above is making rounds on the web, photographer unknown. Found text to the Tower - I mean power plant fortress- is a small piece of eye candy promising future Avengers attractions. Anyone who has read the articles and blogs and discussion boards knows Disney cannot use Marvel's key characters in Florida. California wins again, showing another reason why the Disneyland Resort will be the place for theme park fans to vacation for decades to come. I'm not entirely sure how I feel about it all and the placement of these particular film properties in Disney parks there, but I have no doubt, it will be successful. With Star Wars Land at Disneyland, Marvel in California Adventure and a resort expansion coming, the suits will find the original Kingdom to be a long term money-maker, never again to be left to rot as under the days of Paul Pressler. 


Across the States over at Animal Kingdom, Pandora's another breakout smash. The Imagineers, the suits, and Joe Rohde are enjoying a very successful opening and positive word of mouth on a project many thought to be out of place, me included. From what I can see, there's not many animals in this kingdom, but the lush flora and fauna do seem to bring a beautiful fantasy element to a gorgeous park. As the quality of attractions in the park seems to go up and up, it's time for Expedition:Everest to see a repaired yeti and time to finally say goodbye to Chester and Hester. Neither can happen too soon.

The above nighttime photo is from Blog Mickey. It's an absolute stunning photo as is but even more spectacular when you click on it to see it full size. The photo report is one of the best on the web. 


Bit the bullet and saw Pirates 5 last night. In IMAX, not worth the extra expense. Promising beginning with some old school Jack Sparrow swagger (humor and action) and an eerily effective villain. The storyline remains fairly clear, but I had to wonder when the writers will run out of legends and myths of the sea to exploit. Seeing it, I was reminded a bit of Indy 4. With much promise came a healthy dose of weak closure to it all as the emphasis shifted away from the beloved Captain to other characters. Whether or not attendance and financial returns mandate another chapter in the series, fans need something better than this to close out the saga. I hope it happens. As with many, the original remains the best.

There's much more to say on the Disney front, especially after D23.  In the meantime, enjoy your Memorial Day and thank God for the brave men and women who gave their lives to keep us free.

March 2, 2017

Captain Jack Sparrow's Final Adventure

The new promotional clip for Pirates of the Caribbean: Dead Men Tell No Tales explains this will be Captain Jack Sparrow's final adventure. Is it really over for Johnny Depp as the lovable con man? Can it really be?



I guess we will have to wait and see!

February 17, 2017

Changes Ahead for Disneyland's Pirates of the Caribbean

Can it really be? Next month, one of the most beloved theme park attractions, Disneyland's iconic Pirates of the Caribbean, celebrates its 50th anniversary. That's 50 years of high seas swashbuckling fun and adventure. 50 years of setting sail from the lovely New Orleans Square. And 50 years of changes both large and small.

Have you noticed the attraction has been down for refurbishment until next month? It's off the grid during Disneyland's slower post Christmas season in preparation for a fine tuning of effects... or even more change. What could they be up to?

Ever since Imagineer Marc Davis and company worked with Walt Disney himself to design this landmark adventure, it was clear there was always room for more show scenes, more enhancements, and more detail to be added over the years. There's concept art all over the internet showing scenes designed that never made the cut.

The success of the first Pirates film starring Johnny Depp, (that's Captain Jack Sparrow to you), and those that followed, brought about the most obvious changes to the attraction. But there's been hints along the way that other ideas and additions are seriously being considered. 

The first major reworking of the flow of the attraction took place under Chris Tietz's leadership when designing the beautiful French Adventureland. The now very famous sword fighting pirates of Disneyland Paris (shown above) could make their arrival when California's version reopens next month. But perhaps there's more on the horizon. Couldn't they be looking in Asia for inspiration?

Shanghai Disneyland's version of the attraction is justifiably getting rave reviews. The eye-popping transformation of Captain Sparrow from skeleton to human is an Imagineering feat people will talk about for years to come. And the Imagineers at Disney who have a heart for "Walt's park" are not going to let this kind of special effect only be used overseas. In some manner or fashion, this accomplishment will make its way to Anaheim. That you can be sure about! When is the question. And what could be better than a 50 year anniversary?

Change is coming to Pirates of the Caribbean at Disneyland. We still have a few more weeks to wait and see what the Imagineers have cooked up, but I'm hopeful for what we'll see. Let's not forget this is the team that brought about the Hat Box Ghost for the Haunted Mansion. They've shown they look backwards at the roots of beloved attractions as they plan for its future. (Certainly not the suits but the artists, the Imagineers.) As the designers have shown us in China, they also look forward, using new technologies to give us reason to return again and again. And I know I will.

June 1, 2016

A Pirate Plunders in Shanghai

Don't be fooled by this looking at this great piece of concept art for Shanghai Disneyland's acclaimed version of the iconic Pirates of the Caribbean attraction. There's more treasure to be found on this post! I stumbled across a brand new video. This one is quiet, darker, and not filmed as steadily, but a viewer gets to hear more of the sound effects that are easily missed in other versions.

Johnny Depp as Captain Jack Sparrow may have his troubles in real life, but in the attraction, victory- and a continued loyal fan base- is certainly assured. Battle for the Sunken Treasure, Disney's newest take on the classic, is an instant classic in its own right. And it would be right at home in Walt Disney World's Magic Kingdom as an all new attraction right next to the first pirate adventure. They are that different and quite complementary, if I may say so myself. 

Full video is here

(Art copyright The Walt Disney Company.)

February 25, 2016

Another Look at Disney's Struggle Between Art and Commerce: 2014 Edition


Back in the early years of this blog, 2009 to be exact, I took a look at The Walt Disney Company's tug of war between creative expression and the overwhelming and dominant drive to offer big returns to investors- and company CEOs. (You can find it here.) 


There's a reason these two are photographed together.

Back then, the article came about because of the departure of Dick Cook, the former chairman of the Walt Disney Studios, but truth be known, it has been going on since the very origins of the company. However, there is a huge difference between how Walt and Roy struggled then- and their goals- and what's happening now until the short sighted, openly power hungry, leadership of Robert Iger. (By the way, the disappearing article criticizing his handling of Shanghai Disneyland and the ignorance and arrogance of the company with regards to the Chinese people is found here. There's a reason why the image on top is no longer the U.S. Dollar image I used in the original article.)

My main love and focus is on the Disney theme parks and secondarily on the animated films. At some level, I couldn't care less about other divisions nor am I any kind of expert on any of these. I'm just a hard core fan who grew up by Disneyland and developed a love for the art of Walt Disney and his Imagineering and Animation teams. That said, knowing I'll focus on the parks, consider this article of "Part Two" of sorts.
---------

From a park perspective, even the slightest cursory look at the parks should tell you a couple of important facts:

Shanghai Disneyland's Tomorrowland

1- Building an overseas (read "Chinese") presence is priority Number One

Did Jay Rasulo really stand a chance?

2- Walt Disney World is really only seeing investment because guests are changing their vacation patterns and spending more time at Universal Orlando.

This is only the beginning of the Star Wars invasion.

And Marvel...

... and hopefully a remake of this Indiana Jones film.

3- Recently purchased intellectual properties are the main reason overall investment into the American parks is being made.


Much the same can be said of the upcoming and sure to be popular changes to the park across the way. In California Adventure, we'll see the addition of Ariel's Undersea Adventure and Carsland and its Radiator Springs Racers. Are they in theme? That will be debated for ages. Terrific attractions for this poorly designed park? Sure looks like it. As I mentioned earlier, the astounding disaster of California Adventure and its poor reception from the public punctuates the struggle. Disney tried to put one over on its hardcore Anaheim fans by building a second rate second park. The wiser public voiced its opinion by not spending the money to go, and it was back to the drawing boards again to find the balance of quality and financial success.


This art and commerce tension is not limited to the West Coast. In fact, I would guess it is even more pronounced than in California.


The plans for the recently announced Fantasyland expansion in Florida's Magic Kingdom look terrific and are correctly in theme. The princess franchise and experiences and The Little Mermaid are preciously where they belong. For the company's arguably flagship park, Fantasyland needs to look more like something out of a realm long gone versus its current and tired incarnation, and the decision to make it stunning is long overdue. Disney management (and those amazing Imagineers!) gets an "A" here, even though it would be a nice touch to include something for the guys!

Epcot is another story. Any lover of this park, and anyone who saw EPCOT Center at its opening, would have to give a failing grade to the most recent changes. Detailed long ago on this and many other blogs, the changes to the World Showcases of Mexico and Canada are dreadful. The Nemo and Friends overlay to the once elegant Living Seas gets a slightly better grade, yet it has brought activity to this once empty attraction.

Disney's Hollywood Studios gets a pass, as the designers and accountants can throw just about anything in this catch-all park and make it "in theme".
The lush and gorgeous Animal Kingdoms suffers from the art and commerce struggle. It's been this way since its opening. Before the addition of Expedition Everest, the park relied on its artistic touches and lots of foliage but lost big points with guests for lack of beautiful new attractions due to shortage of cash.
Plans were quickly put in place, resulting in the horrible Chester and Hesters Dinorama. Thankfully, this cheaply built mess was followed up by the exquisite but expensive journey to discover the yeti. Next came Finding Nemo- The Musical. Beautiful, surprising and artsy, but it is another animated character addition. The mix of new additions to the park pack in the crowds as well as bringing added capacity.

The Walt Disney World Resort Hotels also display this art/commerce tension. Compare Pop Century with The Grand Floridian. There are more than "Guest Needs" in consideration here when the plans for expansion are made. It was shocking to realize the same company could design both!


Beyond the United States, the situation remains much the same. The tension is a worldwide phenomena.


Look at the world's most beautiful Magic Kingdom, Disneyland Paris. The innovative and distinctive Le Visionarium had to give way to the popular Buzz Lightyear, just as Captain Eo eventually gave it up to Honey, I Shrunk the Audience. The park needed new attractions but was short on cash. The same can be said for the minimally themed Temple du Peril. At least this park has enough theming to made up for the mistakes!

Not so fortunate next door, where the very ugly younger sister resides. Following the California Adventure business plan, The Walt Disney Studios Paris opened entirely void of charm and warmth. Tepid reaction and again, loss of incoming cash, made the company rethink its plan. Just like its California counterpart, Imagineers tossed in the cheaper version of Tower of Terror and a couple of off the shelf attractions: the highly themed carnival ride Cars Race Rally and the not quite as highly themed Crush's Coaster. The park's next steps will be telling. If the newest Parisian addition is the Ratatouille attraction that has been detailed on Disney and More, the future looks much brighter even if coming after its recently acknowledged and very cheap looking Toy Story Land.
Above image perfected by Disney and More.


In Asia, Hong Kong Disneyland is a delightful park to view. The greenery is lush, the detail evident. Yet its shortcomings include a carbon copy castle, minimal "E" tickets, and a variety of character meet and greets in place of attractions. Thankfully, the incredible looking Mystic Manor is on its way- but so is Toy Story Land, a bare bones addition that inventive concept art cannot disguise!

Even in Tokyo, the art/commerce struggle grips the suits. Even the most unique of all Disney parks, Tokyo Disney Sea, has made steps to increase capacity and attendance at the price of dumbing down this elegant place. The Tower of Terror is a masterpiece, new theme and all. Raging Spirits? Not so much. Further, does this park really need Toy Story Mania or Turtle Talk shoehorned in? Absolutely not! But it is being done anyway. New attractions come at too high a price.
Things do come full circle. It seems the executive branch at the Walt Disney Company finally understands that quality will bring both crowds and profit. Maybe the success of the recently announced additions at the D23 Expo will flood the coffers, making investors happy and realigning to something Walt Disney always knew: Don't shortchange the customer- give them the best- and they will love you for it.

(Concept art copyright The Walt Disney Company. Photos copyright Mark Taft.)

December 21, 2015

The End of Pirates of the Caribbean

It remains to be seen whether or not the 2017 Johnny Depp focused Pirates of the Caribbean: Dead Men Tell No Tales is a big hit or flop.  A 5th go around could end up either way.

This is not the case for the Disney attraction that inspired it all!

The Imagineers under the direction of Walt Disney himself cooked up a rollicking journey worthy of the name... and I love writing about it. (See a 45th anniversary look at the attraction here.) Upon its debut at Disneyland in 1967 at the elegant New Orleans Square, the attraction became an instant fan favorite. No one had ever created a theme park attraction like it- almost 15 minutes of astounding adventure. It is the theme park gold standard world wide, but unbelievably, it was not an opening day attraction at Walt Disney World

The plan for the expansion of the Magic Kingdom included a Wild West styled version of the pirate adventure, Western River Expedition, along with a multitude of other attractions. Had it all been built as originally planned, it would have made this new park's Frontierland the one to see. 

 Not there on opening day. No plans until the guests kept asking for it.

Blame it on the energy crisis, cold feet of Disney executives, or even the deluge of complaints from guests wondering where Pirates was, but Western River Expedition and all the attractions at Thunder Mesa were not to be. Visitors won out with their complaints, and executive Card Walker made the decision to scrap Marc Davis' unbuilt masterpiece in favor of a known hit.

A great construction photo.

You've got to see this in full size! Just click on it.

When it came time to duplicate the show for Florida's Magic Kingdom, Imagineer Marc Davis created a brand new conclusion along with some new opening scenes. I've always loved the original ending where the Spanish soldiers protecting the fortress are tied up while the pirates grab the golden treasure.

The final scene.
Postcard at CardCow.com

When the films based on the attraction became very popular, both the Disneyland original and the Florida version added Johnny Depp aka Captain Jack Sparrow to the mix. Purists scoffed. Fans of Mr. Depp and the films cheered. Nonetheless, crowds began to return to the Florida attraction, filling the queue once again.

Photo by Mike Thomas at Magic and Memories

Changes are constantly in play with the attraction. Additions have included other characters from the film and even a hint of deadly mermaid activity in the caverns. 

In 2017, Pirates of the Caribbean celebrates its 50th Anniversary at Disneyland. You can bet the Imagineers are planning for some new surprises to celebrate and honor this landmark attraction. I'm certainly hoping they pull it off!

(Unless denoted, art and photographs copyright The Walt Disney Company.)

February 3, 2015

A Look at Pirates of the Caribbean at Shanghai Disneyland

This afternoon, the Disney Parks blog displayed a first look at Shanghai Disneyland's Pirates of the Caribbean. It's the first Pirates attraction to be based on the films and not on images from the classic Marc Davis filled version.

As you can see, the props are huge- and Captain Jack Sparrow will have plenty of space to roam as he searches for the treasure awaiting a lucky pirate. Guests floating off in the adventure will most likely find themselves in a battle between these two ships. Advances in technology and theme park design may make this the most sophisticated Pirates yet. Rumor has it that the attraction will rely on projections versus sets, and with very few, if any, Audio-Animatronic characters.

Certainly, Imagineers will make good use of the molds made with the assistance of Johnny Depp. The newest inhabitant is quite a popular one on both US coasts- and in movie houses all over the world.

The coming announcement by Robert Iger with the delay of Shanghai Disneyland's opening until 2016 means we have to wait even longer to sail the Seven Seas for our pirate's adventure. But I have a strong feeling, this new version will be well worth it!

(Concepts and photograph copyright The Walt Disney Company.)

August 25, 2014

Pirates of the Caribbean 1, 2, 3, or 4

 Is it just me or has anyone else noticed there are a wide variety of Pirates of the Caribbean attraction posters- just for Disneyland Paris alone?
 To be specific, I've got a case of the blues. Really just trying to figure out exactly which is the correct color scheme. 
 Thinking here that the very top image is the one closest to the original. (I do like the second one as well!) But my eyes have deceived me before.
The official attraction poster book gives some clue. Yet we all know the printing affects the colors. So, I'll ask you- is Pirates of the Caribbean 1, 2, 3 or 4 your favorite? And what would Johnny Depp say? Especially since he's been left out of the European version of this classic Marc Davis attraction.

(Art copyright The Walt Disney Company.)

April 21, 2014

Captain America Rocks the Screen

The last time I looked forward to a movie as much as this, an "event film", it was The Lone Ranger with Johnny Depp. (Well, yeah, we all know how that turned out.) After seeing Captain America: The Winter Soldier, I left the theater thinking the series may just replace the Indiana Jones series as one of my favorites. Maybe.

This jury may be out until the next in the series, but Chris Evans' take on the Marvel hero strikes all the right notes. What is it that makes the character so compelling?

Innocence and optimism. Perseverance. A strong belief in right and wrong. Justice. Self-sacrifice for the sake of others. A belief that good things- in this case, freedom- are worth fighting for. Democracy. And last but not least, humility. In the first film Steve Rogers was picked for the experiment for reasons fairly rare in the world of the movies. It wasn't because of his physical abilities. He was chosen because of his good character, passion to do the right thing, and caring for others above himself. True superhero qualities.

The film sets our Captain in the perfect storm of intrigue. There's no spoilers here, but I will say the twists keep you guessing while the action keeps your pulse racing. In the midst of it all, Evans grounds the film with his good humor, unwavering integrity, and determination. 

As much as I thought Scarlett Johansson was miscast as Black Widow, I will admit she is growing on me. There's some subtlety and complexity to her story here, a refreshing change. 

One of the most pleasant surprises in the film is actor Anthony Mackie as Sam Wilson aka Falcon. Sure, it adds the buddy film angle to the story, but his partnership with our hero fits perfectly. Here's hoping his role becomes a recurring one.

We all know Disney suits are watching the Marvel series closely. It's a hot franchise for teens, men, and young boys. Should the Imagineers decide to build an elaborate Marvel based third Disney park in California, I'd be happy. If it's as good as the movie I saw last night, I'll be first in line.



March 18, 2014

Shanghai's Pirates at Treasure Cove

Pirates of the Caribbean: Battle of the Sunken Treasure in Shanghai Disneyland by day. And below, Pirates at Treasure Cove by night. If it is half as beautifully fleshed out as Disney Imagineers plan and these pieces of concept art, it will be stunning. Robert Iger himself announced it today at the shareholder's meeting.

Could it be the Chinese have learned their lesson by watching the under-developed Hong Kong Disneyland and decided to hold Disney's feet to the fire? I think so.

(Art copyright The Walt Disney Company.)