More marketers lengthen Super Bowl ads to stand out during game

For this year's Super Bowl, more marketers are benching the standard 30-second spots and paying pricey sums — in some cases more than $7.5 million — to run 60-second commercials during the NFL championship Feb. 3.

Longer commercials are part of a game plan to win the attention and the affection of viewers, including the tens of millions of people who watch the Super Bowl primarily to see the ads. A Harris Interactive study last year found that an estimated 66% of women and 45% of men watch the big game as much for the ads as the action on the field.

CBS executives say demand has been heavy for commercial time for the upcoming match between the Baltimore Ravens and the San Francisco 49ers. The majority of ads will continue to be 30-second spots, which have sold for a record-high average of $3.8 million — 7% higher than last year's rate.

TIMELINE: Best Super Bowl commercials

A few spots have gone for as much as $4 million, which should help CBS rake in more than $275 million in advertising revenue from the game alone, on top of the millions of additional ad dollars generated during seven hours of pre-game shows.

Demand, advertisers say, is driven by interest. More than 41 million viewers watched the Ravens beat the New England Patriots on Sunday to earn a spot in the Super Bowl, and the big game itself is expected to draw more than 100 million viewers. Last year's audience in the U.S. of 111 million people was more than twice the size of any other single event televised in 2012.

"I've been doing this for 30 years and consumer interest is at an all-time high," said Mike Sheldon, chief executive of ad agency Deutsch LA, which is creating Super Bowl commercials for Volkswagen and Taco Bell.

"The Super Bowl is a cultural phenomenon — it's a social event that people want to be part of," said Carisa Bianchi, president of TBWA\Chiat\Day, Los Angeles' largest ad agency, which is creating a spot for Pepsi Next. "The Super Bowl is one of the last bastions in the world where everyone can feel that they are participating."

Last year, the number of 60- and 90-second messages in the Super Bowl surged. Nearly 20% of the ads stretched 60 seconds or longer, according to ad tracking firm Kantar Media. (Only 10% of the ads in 2011 were a minute or longer.)

BEST & WORST: Post-Super Bowl TV

Last year's most-talked about spot, Chrysler's two-minute "It's Half Time in America" with Clint Eastwood, may have encouraged more marketers to think longer this year.

"At the Super Bowl, everyone wants to be blown away," said Chris Adams, executive creative director of Saatchi & Saatchi LA, which is designing a 60-second ad for Toyota. "One way to do that is by going bigger and longer to have more fun with the storytelling."

Marketing executives must employ new tactics as the price of the time escalates and as the TV networks cram more spots into the game, said Jon Swallen, Kantar Media's senior vice president of research.

Last year's broadcast included more than 47 minutes of commercials, compared with 40 minutes in 2005.

Swallen estimated this year's game will feature 60 commercial messages, from 30 to 40 advertisers. "That's a lot of competition," Swallen said. "The driving force is this desire to break through the clutter and tell a story that holds the attention of viewers."

Wonderful Pistachios, in its first Super Bowl commercial, landed Psy, the South Korean rapper whose "Gangnam Style" video has notched more than 1 billion views on YouTube.

"We had to find someone who was truly spectacular," said Marc Seguin, vice president of marketing for Paramount Farms, the Los Angeles grower of Wonderful Pistachios. "And Psy is clearly the biggest celebrity on the planet."

Deutsch LA created Taco Bell's 60-second spot that features a gray-haired 87-year-old man with moxie in a sendup to youth called "Viva Young." Saatchi & Saatchi LA recruited actress Kaley Cuoco from the hit CBS comedy "Big Bang Theory" for its Toyota ad. For the seventh straight year, Doritos sponsored its "Crash the Super Bowl" contest, inviting amateurs to produce and submit their own commercials.

Walt Disney Co., Universal Pictures and Paramount Pictures have bought time to hype upcoming movies.

Anheuser-Busch, typically the biggest buyer of Super Bowl ad time, will introduce a new beer, Budweiser Black Crown. The St. Louis beer company also plans two 60-second ads to promote Bud Light. And its high-stepping Clydesdale horses reprise their starring role — back by popular demand.

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President Obama opens second term

WASHINGTON – After Barack Obama publicly took the oath of office for his second term on Monday, he strongly defended the ideology of his party as he urged Americans to accept compromise as a path toward solving the nation’s problems.

“Progress does not compel us to settle centuries-long debates about the role of government for all time – but it does require us to act in our time,” Obama said shortly after taking the oath from Chief Justice John G. Roberts Jr.  “Decisions are upon us, and we cannot afford delay.  We cannot mistake absolutism for principle, or substitute spectacle for politics, or treat name-calling as reasoned debate.”

Just over 18 minutes -- relatively short by historical standards -- the address hit several major policy priorities that Obama hopes to pursue.

PHOTOS: President Obama’s second inauguration

For the first time ever, an inaugural address mentioned the rights of gay Americans, as Obama declared that America’s “journey is not complete until our gay brothers and sisters are treated like anyone else under the law – for if we are truly created equal, then surely the love we commit to one another must be equal as well.”

The president also insisted on the need to “respond to the threat of climate change” – a subject he largely avoided after a stinging loss in Congress early in his first term.

“Some may still deny the overwhelming judgment of science, but none can avoid the devastating impact of raging fires, and crippling drought, and more powerful storms,” he said.  “The path towards sustainable energy sources will be long and sometimes difficult.  But America cannot resist this transition; we must lead it.

“That is how we will preserve our planet, commanded to our care by God.”

Obama wove those specific policy pledges, along with brief reminders of his proposals for gun control and immigration reform, into a text that, overall, amounted to a strong reaffirmation of the core of liberal, Democratic politics and its belief in the positive role that government can play in the nation’s life.

In a nod to those who do not share that outlook, he noted that Americans “have never relinquished our skepticism of central authority, nor have we succumbed to the fiction that all society’s ills can be cured through government alone.”

But, he said, “preserving our individual freedoms ultimately requires collective action.”

“We do not believe that in this country, freedom is reserved for the lucky, or happiness for the few,” he said. “The commitments we make to each other – through Medicare, and Medicaid, and Social Security – these things do not sap our initiative; they strengthen us.  They do not make us a nation of takers; they free us to take the risks that make this country great.

PHOTOS: Past presidential inaugurations

“We are true to our creed when a little girl born into the bleakest poverty knows that she has the same chance to succeed as anybody else, because she is an American, she is free, and she is equal, not just in the eyes of God but also in our own,” he declared.

At the conclusion, Obama walked back into the Capitol building, then turned for a moment to look out at the national Mall, filled with hundreds of thousands of flag-waving Americans. “I want to see this again,” he could be heard saying.

Shortly afterward, he signed the Capitol’s guest book, then, with the bipartisan congressional leadership looking on, signed the formal paperwork to submit the nominations of his choices for several Cabinet posts, the secretaries of State, Defense and Treasury and the head of the CIA.

The speech culminated a ceremony heavily laced with references to the country’s long struggle toward equality for its African American citizens.

From an invocation by the widow of a slain leader of the civil rights movement that opened the formal proceedings to the two Bibles on which Obama took the oath, one of which belonged to Abraham Lincoln and the other to the Rev. Martin Luther King Jr., the symbols of the nation’s 57^th inaugural ceremony traced the historic arc that led toward the nation’s first black president.

GALLERY: Inauguration gowns through the years

Four years ago, Obama took office with the country in the midst of two wars and the worst economic crisis in more than half a century. His second inauguration arrives with one war over, the other winding down and the economy recovering, but with Washington dominated by a bitter political stalemate that reflects a deep partisan divide in the nation.

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Atari US files for Ch. 11 to separate from parent

NEW YORK (AP) — Video game maker Atari’s U.S. operations have filed for Chapter 11 bankruptcy protection in an effort to separate from their French parent company.

In a statement, Atari says the move is necessary to secure investments it needs to grow in mobile and digital gaming.

Atari’s U.S. operations have shifted to focus on digital games and licensing, including developing mobile games, and have become a growth engine for its owner. France’s Infogrames Entertainment first took a stake in Atari in 2000. It acquired the remaining stake in 2008 and changed its name to Atari S.A.

But the U.S. operations have been better performing than the rest of the company. In fiscal 2012 digital and licensing revenue both grew significantly and contributed 70 percent of revenue, while sales in bricks-and-mortar stores declined.

In December, Atari S.A. said a credit agreement it entered into with investor BlueBay would lapse at the end of the year and the company was seeking other ways to raise capital. It added that it expects to report a “significant loss” for fiscal 2012.

Atari, which turned 40 last year, was a videogame pioneer with games like “Pong” and “Centipede,” but has changed owners several times amid financial problems. In its filing with the U.S. Bankruptcy Court in the Southern District of New York, Atari said it had $ 1 million to $ 10 million in assets and $ 10 million to $ 50 million in debt. It is seeking approval for $ 5.25 million in debtor-in-possession financing from private investment firm Tenor Capital Management.

Atari said it expects to sell its assets or confirm a restructuring plan within the next three to six months.

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Radcliffe conjures brave new role as gay poet

PARK CITY, Utah (AP) — Daniel Radcliffe doesn't mind hearing that schoolgirls were staking him out at the Sundance Film Festival, hoping for a Harry Potter sighting.

In fact, Radcliffe is happy if his Potter fame conjures up interest for what he wants to do with the rest of his career, such as his bold turn as young gay poet Allen Ginsberg in the Sundance premiere "Kill Your Darlings."

Radcliffe goes nude for an explicit sex scene with another man, makes out with co-star Dane DeHaan and also appears in another sex scene with a clerk in a library while DeHaan's character looks on.

As with his Broadway debut in "Equus," which also featured a nude scene, Radcliffe said his celebrity from the boy wizard franchise might draw in fans who would not have seen a film such as "Kill Your Darlings."

"I don't care why people come and see films. If they come and see a film about the beat poets because they saw me in 'Harry Potter,' fantastic. That's a wonderful thing," Radcliffe said in an interview alongside DeHaan. "I feel like I have an opportunity to capitalize on 'Potter' by doing work that might not otherwise get attention. If I can help get a film like this attention, that's without doubt, that's a great thing."

"Kill Your Darlings" recounts a little-known chapter in the life of Ginsberg, who met Jack Kerouac (Jack Huston) and William S. Burroughs (Ben Foster) at Columbia University during World War II.

DeHaan plays Ginsberg's early idol and infatuation Lucien Carr, whose relationship with an obsessive older man (Michael C. Hall) involves the future beat-generation icons in a seamy murder case.

In the course of the film, Ginsberg comes to embrace his homosexuality. Hall said he hopes "Harry Potter" fans can come to embrace Radcliffe in the role and "expand their definition of what a magic wand might be."

"Kill Your Darlings" director John Krokidas said Radcliffe hurled himself into the role and treated the nudity and gay love scenes as just another part of the job, with no qualms or anxiety.

"None! None! None!" said Krokidas, who is gay and so became Radcliffe's coach in same-sex love-making.

"Radcliffe simply asked, 'John, you're gay. How does this work?'" Krokidas said. "I'm not kidding. And so perhaps there was a little dry run-through — oh, she's going to kill me — with me and the director of photography Reed Morano.

"I might have done it on purpose to make everyone laugh, too, but I also wanted to make sure that we got it right. And other films that have depicted certain moments of sexuality like this, it doesn't happen that way. And at least for cinematic history, I wanted to get that moment right. But Dan watched, observed, found his own connection like he did any other scene and dove right into it."

"Kill Your Darlings" premiered Friday afternoon at Sundance's main theater, which is adjacent to a high school where classes were just letting out for the day. A group of teenage girls rushed from the school to the back of the theater, trying to determine where Radcliffe and his co-stars would be coming in and out.

Some stars grow to resent that sort of fan attention resulting from past roles, feeling it overshadows the work they're doing now. So far, Radcliffe seems to see nothing but good things coming out of "Harry Potter."

"There was a generation of people who maybe wouldn't have gone to see a production of 'Equus,' had I not been in it, that came to see 'Equus,'" Radcliffe said. "Even if they came for the wrong reasons, you know, we got them there, and they stayed, and they watched. And they stayed for the right reasons."

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Recipes for Health: Lentil, Celery and Tomato Minestrone

Andrew Scrivani for The New York Times

If you did a lot of cooking over the Christmas and New Year’s holidays you may have some celery hearts lingering in your refrigerator. You needed a few branches for a stew, a stock, or a soup, so you bought a whole bunch, and here it is weeks later and the rest of the celery is wilting in the produce drawer.

This doesn’t have to happen if you think of this vegetable as something more than an aromatic. I’m a big fan of celery, both raw and cooked, as the main ingredient or as one of several featured ingredients in a dish. You can do the traditional thing with raw celery and dice it up and add it to a potato, tuna or egg salad, or you can make a celery salad, slicing the branches as thin as you can get them and tossing them with herbs, radishes, oil and vinegar, and blue cheese. If you are cooking with celery, don’t stop at one branch when you make soup. The celery contributes a wonderful herbal flavor dimension. It retains its texture for a long time when you cook it, so I used it as the main vegetable in a risotto and loved the way it stood up to the creamy rice.

You always see celery listed as an ingredient in tonic juices and blender drinks. It has long been used in Chinese medicine to help control high blood pressure, which makes sense because it contains phytochemicals called phthalides that reduce stress hormones and work to relax the muscle walls in arteries, increasing blood flow. The vegetable is an excellent source of Vitamins K and C, and a very good source of potassium, folate, dietary fiber, molybdenum, manganese, and Vitamin B6. Another bonus attribute – it is very low in calories. However, it is on the high side as far as sodium goes.

Lentil, Celery and Tomato Minestrone

I make minestrones like this all the time, but I hadn’t made a version with this much celery in it until I made this one, and I loved the dimension of flavor it contributes to the mix.

1 cup lentils, rinsed

1 onion, halved

A bouquet garni made with 2 sprigs each thyme and parsley, a bay leaf, and a Parmesan rind

1 1/2 quarts water

1 tablespoon extra virgin olive oil

1 medium carrot, diced

3 celery stalks, diced

2 garlic cloves, minced

Salt, preferably kosher salt, to taste

1 28-ounce can chopped tomatoes, with liquid

Pinch of sugar

2 tablespoons tomato paste

1/4 cup chopped fresh parsley

Very thinly sliced celery, from the inner heart, for garnish

Freshly grated Parmesan cheese for serving

1. Combine the lentils, 1/2 onion and the bouquet garni with 1 quart water in a saucepan and bring to a boil. Reduce the heat, add salt to taste, cover and simmer 30 minutes.

2. Chop the remaining onion. Heat the olive oil in a large, heavy soup pot or Dutch oven over medium heat and add the onion, carrot, and celery. Cook, stirring often, until the onion is tender, about 5 minutes, and add the garlic and a pinch of salt. Stir together until fragrant, about 1 minute, and add the canned tomatoes with their liquid and the sugar. Bring to a simmer and cook, stirring often, for about 10 minutes, until the tomatoes have cooked down somewhat and smell fragrant.

3. Add the lentils with their broth, the tomato paste, salt to taste, an additional 2 cups water, and bring to a boil. Reduce the heat, cover, and simmer 30 minutes. Taste and adjust seasonings. Season to taste with freshly ground pepper, stir in the parsley and serve, garnishing each bowl with thinly sliced celery heart if you want some crunch, and passing the Parmesan at the table.

Yield: Serves 4 to 6 (4 if there are teen-agers in your house)

Advance preparation: This will keep for three or four days in the refrigerator. It may require thinning out. It’s even better the day after you make it. I have a teenage son and he just about polished off the leftovers – which should have served 3 – the day after I tested the recipe.

Variation: Shortly before serving add 2 cups baby spinach and simmer just until wilted.

Nutritional information per serving (4 servings): 276 calories; 4 grams fat; 0 grams saturated fat; 1 gram polyunsaturated fat; 2 grams monounsaturated fat; 0 milligrams cholesterol; 49 grams carbohydrates; 12 grams dietary fiber; 392 milligrams sodium (does not include salt to taste); 17 grams protein

Nutritional information per serving (6 servings): 184 calories; 2 grams fat; 0 grams saturated fat; 0 grams polyunsaturated fat; 2 grams monounsaturated fat; 0 milligrams cholesterol; 32 grams carbohydrates; 8 grams dietary fiber; 261 milligrams sodium (does not include salt to taste); 11 grams protein

Martha Rose Shulman is the author of “The Very Best of Recipes for Health.”

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Why does a flu shot cost so much?

 Among the long list of reasons the fearful give for reasons they’re not getting a flu shot (hatred of needles, skepticism about vaccines, laziness), there’s one that relates more closely to economics: cost. For while doctors urge everyone to get a flu shot, flu shots, like many other things in life, are not free. Stop by your local CVS or Walgreens and you’ll shell out $30 or so for the pleasure of getting poked by a needle behind a suggestion of a curtain.

So why aren’t flu shots free, or nearly free? After all, they’ve been around for a while, and there’s a lot of demand – isn’t it about time flu shots cost the same as, say generic Tylenol?

If only, says Curtis Allen, a spokesman for the Centers for Disease Control and Prevention. The real question should probably be – why does the flu shot cost so little?

That’s because the process of manufacturing the flu shot and distributing it is a huge headache for pharmaceutical companies. The influenza vaccine must be made anew each year, beginning in February. Researchers determine what strains to put in the vaccine after looking closely at what types of flu are most prevalent in the Southern Hemisphere throughout its winter, which is our summer.

Then the handful of pharmaceutical companies that make the vaccine have to guesstimate how many doses to make. Make too many and they’ll have to throw away a bunch if people don’t get the flu shot; make too few and they’ll cause a panic about vaccine shortages.

Vaccines for other illnesses, such as measles, mumps and rubella, can be used until their expiration date, which is often years after they’re made. Influenza vaccines are really only used September through January and then go in the trash. And there are no regulations saying people have to get flu vaccines, meaning it’s very difficult for companies to estimate how many they should make.

“It can be a risky business,” Allen said. “They have to make a decision on the number of doses to make many many months before the flu season actually happens.”

This year, companies have produced about 145 million doses, he said. Only about 129 million have been distributed. Last year, companies lost even more on the flu vaccine because it was such a light flu season and fewer people decided to get the shot. Only about 42% of the U.S. population got an influenza vaccine last year, which meant that about 30 million doses were never used and had to be destroyed.

“One of the primary challenges for influenza vaccines production is gauging the demand for vaccine,” said Donna Cary, a spokeswoman for Sanofi Pasteur, one of the companies that makes the influenza vaccine. “The single most important thing a person can do to help product themselves against influenza and to ensure that vaccine will be available for them next year ... is to get an annual flu shot so that vaccine supply and demand are more closely aligned.”

Influenza vaccines cost healthcare providers from $10 to $16 per dose, according to this nifty CDC chart. They’re by far the cheapest vaccine on the list. The tetanus vaccine costs a provider $38, HPV vaccine is $130, Hepatitis B is $52.

“The question is, why is it so cheap?” Allen said.

Still, there might be an economics argument for giving away the vaccine for free, even if it is already cheap. The province of Ontario, in Canada, tried that in 2000 and found that giving away the vaccine for free reduced influenza cases by 61% and decreased the cost of healthcare services by 52%, a study shows. 

ALSO:

Flu vaccine shortages reported as sniffles spread

Flu season has Boston declaring a state of emergency

Getting a flu shot can be sticking point with healthcare workers

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U.S., other nations await Algeria death toll

CAIRO—

The U.S., Britain and other countries sought to learn the fate of their citizens Sunday after Algeria announced that the death toll from a hostage crisis at a remote gas refinery was expected to rise beyond a previous estimate of 23.

It was another painstaking day for security officials trying to determine how a band of Islamist militants overran the gas complex last week, and for families and nations awaiting word of new deaths. Britain confirmed that three of its citizens were killed and three are unaccounted for.

Algerian officials said security teams defusing mines and explosive booby-traps at the Sahara Desert site had found “numerous” bodies, according to the Associated Press. Algerian communications minister Mohamed Said Belaid was quoted by the state news agency as saying: "I am afraid unfortunately to say that the death toll will go up."

As many as seven U.S. hostages are missing, along with about 14 Japanese. Other captives included Norwegians, Malaysians and French. Algerian officials said a final death count would be released in the coming hours.

Nearly 700 Algerians and 107 foreigners had been freed or had escaped from the gas field in eastern Algeria during the four-day, bloody ordeal that ended Saturday. Officials said at least 23 hostages and 32 militants had been killed. But discrepancies remained over the nationalities of the dead and the exact number of those who died.

“The priority now must be to get everybody home from Algeria," said British Prime Minister David Cameron. "This is a stark reminder once again of the threat we face from terrorism the world over. We have had successes in recent years in reducing the threat from some parts of the world, but the threat has grown particularly in northern Africa.”

Cameron, who had earlier appeared irritated that the Algerians did not inform foreign capitals before troops first stormed the refinery Thursday, tempered his criticism.

"People will ask questions about the Algerian response to these events,” he said. “But I would just say that the responsibility for these deaths lies squarely with the terrorists who launched this vicious and cowardly attack. And I'd also say that when you’re dealing with a terrorist incident on this scale, with up to 30 terrorists, it is extremely difficult to respond and to get this right in every respect.”

 The natural gas complex at In Amenas -- near the Libyan border -- is operated by BP, Statoil and Sonatrach, the Algerian national oil company. BP said four of its employees were missing.

Militants linked to Al Qaeda in the Islamic Maghreb raided the facility before dawn Wednesday. They claimed it was to avenge French airstrikes on Islamic rebels in neighboring Mali. But officials from the U.S. and other countries indicated the attack was planned ahead of this month’s French military action. 

Belaid said the militants were "nationals of Arab and African countries, and of non-African countries."

jeffrey.fleishman@latimes.com

(Times staff writer Henry Chu in London contributed to this report)     

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Galaxy S IV benchmarks may confirm 1.8GHz CPU and Android 4.2

Apple needs a new product targeting its next generation of customers which will be fueled by this newly announced product

“iPotty: Brilliant, or worst idea ever? Experts weigh in on new potty training device – Unveiled last week at the 2013 Consumer Electronics Show in Las Vegas, the base of the iPotty looks like a regular ol’ plastic toilet with removable bowl— but there’s an adjustable stand attached, specifically for an iPad.”

Something easy to clean which will survive toddlers dropping them into their training potty.

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Chastain bests Arnold, Wahlberg at box office

NEW YORK (AP) — Jessica Chastain easily outmuscled Arnold Schwarzenegger and Mark Wahlberg over the weekend, topping the box office with her supernatural horror film "Mama."

According to studio estimates Sunday, "Mama" earned $28.1 million. Chastain held the top two spots with both "Mama" and the Osama bin Laden manhunt drama "Zero Dark Thirty," for which she's nominated by the best actress Oscar. In its second week of wide release, "Zero Dark Thirty" took in $17.6 million.

Schwarzenegger's post-governorship comeback got off to a poor start. His action flick "The Last Stand" opened with just $6.3 million, one of the worst debuts for the brawny 65-year-old star.

The Mark Wahlberg, Russell Crowe New York crime film "Broken City" didn't fare much better. It premiered with $9.1 million.

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Well: Holly the Cat's Incredible Journey

Nobody knows how it happened: an indoor housecat who got lost on a family excursion managing, after two months and about 200 miles, to return to her hometown.

Even scientists are baffled by how Holly, a 4-year-old tortoiseshell who in early November became separated from Jacob and Bonnie Richter at an R.V. rally in Daytona Beach, Fla., appeared on New Year’s Eve — staggering, weak and emaciated — in a backyard about a mile from the Richters’ house in West Palm Beach.

“Are you sure it’s the same cat?” wondered John Bradshaw, director of the University of Bristol’s Anthrozoology Institute. In other cases, he has suspected, “the cats are just strays, and the people have got kind of a mental justification for expecting it to be the same cat.”

But Holly not only had distinctive black-and-brown harlequin patterns on her fur, but also an implanted microchip to identify her.

“I really believe these stories, but they’re just hard to explain,” said Marc Bekoff, a behavioral ecologist at the University of Colorado. “Maybe being street-smart, maybe reading animal cues, maybe being able to read cars, maybe being a good hunter. I have no data for this.”

There is, in fact, little scientific dogma on cat navigation. Migratory animals like birds, turtles and insects have been studied more closely, and use magnetic fields, olfactory cues, or orientation by the sun.

Scientists say it is more common, although still rare, to hear of dogs returning home, perhaps suggesting, Dr. Bradshaw said, that they have inherited wolves’ ability to navigate using magnetic clues. But it’s also possible that dogs get taken on more family trips, and that lost dogs are more easily noticed or helped by people along the way.

Cats navigate well around familiar landscapes, memorizing locations by sight and smell, and easily figuring out shortcuts, Dr. Bradshaw said.

Strange, faraway locations would seem problematic, although he and Patrick Bateson, a behavioral biologist at Cambridge University, say that cats can sense smells across long distances. “Let’s say they associate the smell of pine with wind coming from the north, so they move in a southerly direction,” Dr. Bateson said.

Peter Borchelt, a New York animal behaviorist, wondered if Holly followed the Florida coast by sight or sound, tracking Interstate 95 and deciding to “keep that to the right and keep the ocean to the left.”

But, he said, “nobody’s going to do an experiment and take a bunch of cats in different directions and see which ones get home.”

The closest, said Roger Tabor, a British cat biologist, may have been a 1954 study in Germany which cats placed in a covered circular maze with exits every 15 degrees most often exited in the direction of their homes, but more reliably if their homes were less than five kilometers away.

New research by the National Geographic and University of Georgia’s Kitty Cams Project, using video footage from 55 pet cats wearing video cameras on their collars, suggests cat behavior is exceedingly complex.

For example, the Kitty Cams study found that four of the cats were two-timing their owners, visiting other homes for food and affection. Not every cat, it seems, shares Holly’s loyalty.

KittyCams also showed most of the cats engaging in risky behavior, including crossing roads and “eating and drinking substances away from home,” risks Holly undoubtedly experienced and seems lucky to have survived.

But there have been other cats who made unexpected comebacks.

“It’s actually happened to me,” said Jackson Galaxy, a cat behaviorist who hosts “My Cat From Hell” on Animal Planet. While living in Boulder, Colo., he moved across town, whereupon his indoor cat, Rabbi, fled and appeared 10 days later at the previous house, “walking five miles through an area he had never been before,” Mr. Galaxy said.

Professor Tabor cited longer-distance reports he considered credible: Murka, a tortoiseshell in Russia, traveling about 325 miles home to Moscow from her owner’s mother’s house in Voronezh in 1989; Ninja, who returned to Farmington, Utah, in 1997, a year after her family moved from there to Mill Creek, Wash.; and Howie, an indoor Persian cat in Australia who in 1978 ran away from relatives his vacationing family left him with and eventually traveled 1,000 miles to his family’s home.

Professor Tabor also said a Siamese in the English village of Black Notley repeatedly hopped a train, disembarked at White Notley, and walked several miles back to Black Notley.

Still, explaining such journeys is not black and white.

In the Florida case, one glimpse through the factual fog comes on the little cat’s feet. While Dr. Bradshaw speculated Holly might have gotten a lift, perhaps sneaking under the hood of a truck heading down I-95, her paws suggest she was not driven all the way, nor did Holly go lightly.

“Her pads on her feet were bleeding,” Ms. Richter said. “Her claws are worn weird. The front ones are really sharp, the back ones worn down to nothing.”

Scientists say that is consistent with a long walk, since back feet provide propulsion, while front claws engage in activities like tearing. The Richters also said Holly had gone from 13.5 to 7 pounds.

Holly hardly seemed an adventurous wanderer, though her background might have given her a genetic advantage. Her mother was a feral cat roaming the Richters’ mobile home park, and Holly was born inside somebody’s air-conditioner, Ms. Richter said. When, at about six weeks old, Holly padded into their carport and jumped into the lap of Mr. Richter’s mother, there were “scars on her belly from when the air conditioner was turned on,” Ms. Richter said.

Scientists say that such early experience was too brief to explain how Holly might have been comfortable in the wild — after all, she spent most of her life as an indoor cat, except for occasionally running outside to chase lizards. But it might imply innate personality traits like nimbleness or toughness.

“You’ve got these real variations in temperament,” Dr. Bekoff said. “Fish can by shy or bold; there seem to be shy and bold spiders. This cat, it could be she has the personality of a survivor.”

He said being an indoor cat would not extinguish survivalist behaviors, like hunting mice or being aware of the sun’s orientation.

The Richters — Bonnie, 63, a retired nurse, and Jacob, 70, a retired airline mechanics’ supervisor and accomplished bowler — began traveling with Holly only last year, and she easily tolerated a hotel, a cabin or the R.V.

But during the Good Sam R.V. Rally in Daytona, when they were camping near the speedway with 3,000 other motor homes, Holly bolted when Ms. Richter’s mother opened the door one night. Fireworks the next day may have further spooked her, and, after searching for days, alerting animal agencies and posting fliers, the Richters returned home catless.

Two weeks later, an animal rescue worker called the Richters to say a cat resembling Holly had been spotted eating behind the Daytona franchise of Hooters, where employees put out food for feral cats.

Then, on New Year’s Eve, Barb Mazzola, a 52-year-old university executive assistant, noticed a cat “barely standing” in her backyard in West Palm Beach, struggling even to meow. Over six days, Ms. Mazzola and her children cared for the cat, putting out food, including special milk for cats, and eventually the cat came inside.

They named her Cosette after the orphan in Les Misérables, and took her to a veterinarian, Dr. Sara Beg at Paws2Help. Dr. Beg said the cat was underweight and dehydrated, had “back claws and nail beds worn down, probably from all that walking on pavement,” but was “bright and alert” and had no parasites, heartworm or viruses. “She was hesitant and scared around people she didn’t know, so I don’t think she went up to people and got a lift,” Dr. Beg said. “I think she made the journey on her own.”

At Paws2Help, Ms. Mazzola said, “I almost didn’t want to ask, because I wanted to keep her, but I said, ‘Just check and make sure she doesn’t have a microchip.’” When told the cat did, “I just cried.”

The Richters cried, too upon seeing Holly, who instantly relaxed when placed on Mr. Richter’s shoulder. Re-entry is proceeding well, but the mystery persists.

“We haven’t the slightest idea how they do this,” Mr. Galaxy said. “Anybody who says they do is lying, and, if you find it, please God, tell me what it is.”

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