Steven Spielberg never fails to blow us away with his imagination.

    The US director's latest film Ready Player One, which was released in Chinese mainland cinemas on March 30, is a story set in the year 2045, when people escape their hopeless everyday lives by putting on a VR mask and entering a virtual (虚拟的) world named Oasis. This fantasy land is filled with characters and settings right out of classic films and videogames like The Shining and Overwatch. It's a feast both for the eyes and mind. And at the age of 71, Spielberg is still “at the top of his game”, wrote reporter Rafer Guzman on Newsday.

    Indeed, Spielberg has always been a gamer himself or rather a game changer. When his thriller Jaws came out in 1975, it struck a chord (引起共鸣) with audiences all over the world and kept people from going swimming for fear. The film was also the first example of what we now know as summer blockbusters.

    “Jaws invented that form of pleasurable entertainment, wrote Stephen Marche on Esquire. It also turned sharks, in the popular imagination, from fish into monsters.”

    And again, in his 1982 film E. T. the Extra-Terrestrial Spielberg challenged people's beliefs that aliens are something to be feared by telling a story about a loving friendship between a space creature and a little boy. “Spielberg redefined popular sci-fi”, wrote Marc Lee on The Telegraph. “Extra-terrestrials no longer had to be a threat to humanity: the universe, he was saying, is also full of awe and wonder.”

    Now comes Ready Player One. When Wade Watts, the film's teenage protagonist (主角), finally prevents Oasis from falling into the wrong hands, he's given ownership of the virtual world by its late designer James Halliday. But Watts makes a decision that he hopes will make people want to appreciate their real lives, instead of spending all their free time escaping reality in Oasis, which is a real-life message that Spielberg is trying to deliver to the audience.

    MCDONALD'S drew ridicule（嘲笑）in China when it changed its registered name to Jingongmen, or “Golden Arches” in October, after it was sold to a Chinese company. Some on Weibo, a microblogging site, thought it sounded old-fashioned and awkward, others thought that it had hidden meanings of furniture. The fast-food chain was quick to reassure customer that its restaurants would continue to go by Maidanglao, a rough transliteration（音译）that has, over the years, become a recognizable brand name. But for most companies now entering Chinese markets, transliterations are a thing of the past, says Amanda Liu, vice-president of Labbrand, a consultant firm based in Shanghai that advises firms on brand names.

    Companies are instead choosing Chinese names with meanings that capture people's imagination. That often involves going beyond a direct translation. New entrants are taking inspiration from BMW, which is Baoma, or “treasure horse” in China, and from Coca-Cola, which is Kekoukele, or “delicious happiness”.

    The naming process is forcing companies to think harder about the image they want to project in China, says Ms Liu. LinkedIn, a professional networking site owned by Microsoft, chose the name Lingyin, or “leading elite（精英）” in 2014, meaning more uniqueness than its Western name. Her other corporate customers have included Airbnb, Marvel Comics and Haribo. Labbrand tests proposals with focus groups, ensuring that the name has no negative associations in any of the major Chinese dialects.

    A vital part of the process is checking that candidate names have not already been snapped up. The Chinese are energetic trademarkers: in 2015 there were 2.8 million trademarkapplications in China, more than three times those in America and the EU combined. Companiesconsidering entering the Chinese market might often find that their products have already beengiven local names, thanks, for example, to coverage in the press.

    Some even find that their Chinese name has already been trademarked, says Dresden of Harris Bricken, a law firm, either by their own distributors, competitors seeking to block its entry, or counterfeiters（伪造者）taking advantage of soundalikes, etc.

    Perhaps thanks to these mishaps, foreign firms are getting wiser to the importance of naming in China. More Chinese firms are also seeking advice on foreign names, says Ms Liu, as they seek to conquer Western markets. Both know that if they make a mistake, the social-media critics will be waiting.

    It is a live celebration of the lasting power of letter writing!

    Letters Live, which started in December 2013, was held at the Freemasons' Hall in London from March 10 to 15. The show invited various great performers who read remarkable letters that had been written around the world over the centuries.

    "Bringing letters alive through outstanding performances is one of the most powerful ways in which the joy and pain and humor and tragedy of being human can be shared," Jamie Byng, managing director of Canongate Books publishing firm, told the Nowness video channel.

    British actor Benedict Cumberbatch agreed. "Letters are windows into the love, beauty, pain and humor of their creators and receivers," he told The Guardian. "Letters Live makes us stop and imagine the lives behind the letters read and where they came from. It's a great honor to read this most ancient of communications live to an audience."

    This year, the movie Sherlock star treated the audience by playing the part of a 17-year Tom Hanks. He put on the young actor's voice when he read his letter to the Hollywood director George Roy Hill, a letter that urged Hill to "discover" him. The letter showed that two-time Oscar winner Hanks' teenage dream was not to "be a big-time Hollywood superstar" but to one day own a Porsche car and call his favorite US actor Robert Redford his nickname "Bob".

    Other famous faces at the event included Carey Mulligan, who played a fictional laundry worker, a female activist fighting for women's rights in the 2015 movie Suffragette. The British actress once again played the role of a suffragette (女权主义者), when she read a very enthusiastic letter demanding the vote for women. The suffragette sent a precious 1913 note to The Daily Telegraph newspaper.

    “Everyone seems to agree upon the necessity of putting a stop to Suffragist anger, but no one seems certain how to do so, " Mulligan read out. "There are two, and only two, ways in which this can be done. Both will be effectual. One, kill every woman in the UK. Two, give women the vote."

    People from all over the world visit Disneyland to have fun, not to get sick. But last week, an outbreak of measles(麻疹)spread from the Southern California theme park. As of Monday, January 19, at least 52 people have got the easily spread illness.

    The majority of the reported cases of measles are from people who visited the park before. According to the California Department of Public Health, these people were exposed to the illness at Disneyland from December 17-20.

    Officials believe the cause is likely someone who caught measles abroad and visited Disneyland, but this has yet to be proved. However, in 2014, California had its highest measles infection rate in nearly twenty years. There were 66 cases of measles reported in the state―23 of them in Orange County, where Disneyland is located.

    Measles spreads very easily. It can be caught from coughing and sneezing. Crowded areas like theme parks are especially suitable for its spread.

    The illness starts with a fever and develops into symptoms including a cough, runny nose, red eyes and so on. About three out of ten people infected with measles will develop another health problem, including an ear infection or pneumonia(肺炎).

    The best way to guard against measles is to get vaccinated(打疫苗). An unvaccinated person is 35 times more likely to catch measles than someone who received a vaccination.

    Some people think going to the gym takes time and effort, it often hurts, and it can be extremely boring. Most weight-related exercises are a combination of sets and reps(几次几组). In order to see any significant change from any one exercise, it will probably need to be repeated six to eight times, for a minimum of three sets, for about three months: Then there's aerobics(有氧运动). For some, there's nothing more boring than endless miles spent running on a treadmill(跑步机).

    But what if there is a way to reduce the boredom of exercise while still getting a good workout? Luckily for us, there's virtual reality (VR).

"In the past, playing video games was a sedentary(久坐不动的) experience," says Jo Stauffer of the VR Heaitn-institute, but VR changes all of that. " Many VR games are played while standing In order to play properly, the players are forced to move around swinging their arms or using their legs. After an hour of this on a regular enough basis, it's not surprising, that many people unexpectedly find themselves a little fitter. There are already a number of virtual reality games which, deliberately or not, result in their player "getting a good sweat on" if played for enough time. For example, there's a music game which forces players to shadow box(做空拳攻防练习) in order to hit the notes—that's an upper-body workout.

    The benefit of VR has been noticed by one company. They want to take the whole experience into the gym. They are making a resistance machine, designed to be used in combination with a VR headset. Players challenge a virtual competitor in a series of games, which results in a 30-minute full-body workout. However, the cost of the equipment is expensive and there are safety concerns to be worked out, says J. P. Gownder from the consultancy Forrester.

    Although it's early days, for those: of us who struggle to overcome the boredom of exercise, a new solution could be coming. And a world where a person can exercise and have fun at the same time might be something that many people would want-virtual or not. So don't give up exercising.

    Technology offers conveniences such as opening the garage door from your car or changing the television station without touching the TV.

    Now one American company is offering its employees a new convenience: a microchip implanted (植入) in their hands. Employees who have these chips can do all kinds of things just by waving their hands. Three Square Market is offering to implant microchips in all of their employees for free. Each chip costs $300 and Three Square Market will pay for the chip. Employees can volunteer to have the chips implanted in their hands. About 50 out of 80 employees have chosen to do so. The president of the company, his wife and their children are also getting chips implanted in their hands.

    The chip is about the size of a grain of rice. Implanting the chip only takes about a second and is said to hurt only very briefly. The chips go under the skin between the thumb and forefinger. With a chip in the hand, a person can enter the office building, buy food, sign into computers and more, simply by waving that hand near a scanner. The chips will be also used to identify employees. Employees who want convenience, but do not want to have a microchip implanted under their skin, can wear a wristband (腕带) or a ring with a chip instead. They can perform the same tasks with a wave of their hands as if they had an implanted chip.

    Three Square Market is the first company in the United States to offer to implant chips in its employees. Epicenter, a company in Sweden, has been implanting chips in its employees for a while.

    Three Square Market says the chip cannot track the employees. The company says scanners can read the chips only when they are within a few inches of them. "The chips protect against identity theft, similar to credit cards." The U.S. Food and Drug Administration approved the chips back in 2004, so they should be safe for humans, according to the company.

    In the future, people with the chips may be able to do more with them, even outside the office. Todd Westby is Chief Executive Officer of Three Square Market. He says, "Eventually, this technology will become standardized allowing you to use this as your passport, public transit, all purchasing opportunities, etc."