and the profits be returned.[205] The Material Girl clothing was first fronted by Taylor Momsen but she was later replaced by Kelly Osbourne.[206] Madonna also opened a series of fitness centers around the world. Named Hard Candy Fitness, the gyms are a partnership between Madonna, her manager Guy Oseary and Mark Mastrov, the founder and CEO of 24 Hour Fitness.[207] The first of the gyms was opened at Mexico City in November 2010, as Madonna believed that the city served as "a great test market before bringing the gyms to cities around the world."[208] In November 2011, Madonna and MG Icon announced the release of a second fashion brand called Truth or Dare by Madonna to include footwear, underclothing, and accessories. The brand represents a second partnership between MG Icon and Macy's.[209]Madonna directed her second feature film, W.E., a biopic about the affair between King Edward VIII and Wallis Simpson; it was co-written with Alek Keshishian.[210] The film premiered out of the main competition at the 2011 Venice Film Festival, where it received mixed reviews.[211] Critical respones to the film has been negitive.[212][213] Madonna also contributed the ballad "Masterpiece" for the film's soundtrack, which won her a Golden Globe Award for Best Original Song.[214] In December 2011, it was revealed that the singer had signed a three-album deal with Interscope Records, who would act as the distributor in partnership with her 360 deal with Live Nation.[215] Her twelfth studio album, MDNA, was released in March 2012. Reuniting with her long-time collaborator William Orbit, Madonna also worked with a variety of producers such as Martin Solveig, The Demolition Crew, Benny Benassi, Alle Benassi, Indiigo and Michael Malih.[216] The album was well-received by music critics.[217] Priya Elan from NME called the album "a ridiculously enjoyable romp", citing its "psychotic, soul-bearing stuff" as "some of the most visceral stuff she's ever done."[218] The album debuted at number one on the Billboard 200 and many other countries worldwide.[219] Madonna surpassed Elvis Presley's record for the most number-one album by a solo artist in the United Kingdom.[220] The lead single "Give Me All Your Luvin'", featuring guest vocals from Nicki Minaj and M.I.A., became Madonna's record-extending 38th top-ten hit on the Billboard Hot 100.[221] Prior to the album's release, Madonna performed at Super Bowl XLVI during the Bridgestone Halftime Show.[222] The performance was visualized by Cirque Du Soleil and Jamie King and featured special guests LMFAO, Nicki Minaj, M.I.A. and Cee Lo Green. It became the most-watched Super Bowl halftime show in history with 114 million viewers, higher than the game itself.[223] The MDNA Tour, which will further promote the album, is set to begin in May 2012 in Tel Aviv, Israel.[224]ArtistryMusical style"Papa Don't Preach" (1986)"Papa Don't Preach" had Madonna singing in a much fuller voice, and incorporated classical instrumentation."Frozen" (1998)Composed with the darker electronic undertones, eastern strings and Middle Eastern percussion, "Frozen" features Madonna's previously unexplored vocal range.Problems listening to these files? See media help.Madonna's music has been the subject of much analysis and scrutiny by critics. Robert M. Grant, author of Contemporary Strategy Analysis (2005),