{"id":93167,"date":"2017-08-01T06:00:16","date_gmt":"2017-08-01T11:00:16","guid":{"rendered":"https:\/\/www.premiumbeat.com\/blog\/?p=93167"},"modified":"2017-07-26T16:47:20","modified_gmt":"2017-07-26T21:47:20","slug":"apples-latest-short-films","status":"publish","type":"post","link":"https:\/\/www.premiumbeat.com\/blog\/apples-latest-short-films\/","title":{"rendered":"What Apple&#8217;s Latest Short Films Mean for Filmmakers"},"content":{"rendered":"<h2 id=\"when-apple-did-their-first-interview-style-video-on-a-white-background-everyone-copied-that-approach-what-will-these-new-films-inspire\">When Apple did their first interview-style video on a white background, everyone copied that approach. What will these new films inspire?<\/h2>\n<p><em>Cover image via Apple.<\/em><\/p>\n<p>As filmmakers, I know we all saw an <strong>increase in white backdrops<\/strong> following Apple&#8217;s video. I know for a fact that I even pushed to shoot on white because I enjoyed the aesthetic. Shooting on white was nothing new. It wasn\u2019t a <strong>sudden cinematic revelation<\/strong>. However, it caught so much attention\u00a0because <strong>Apple influences\u00a0how other companies market themselves<\/strong>.<\/p>\n<p>Apple has recently unveiled <strong>two short films<\/strong> to promote the iPhone and its capabilities. These films seem to be Apple\u2019s slow attempt to enter the <strong>world of original content<\/strong> \u2014 and possibly a new marketing strategy.<\/p>\n<p><a href=\"https:\/\/www.premiumbeat.com\/blog\/wp-content\/uploads\/2017\/07\/therockxsirimovie-800x1000.jpg\" target=\"_blank\" data-wpel-link=\"internal\"><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-93168\" title=\"What Apple's Latest Short Films Mean for Filmmakers \u2014 Rock x Siri\" src=\"https:\/\/www.premiumbeat.com\/blog\/wp-content\/uploads\/2017\/07\/therockxsirimovie-800x1000-819x1024.jpg\" alt=\"What Apple's Latest Short Films Mean for Filmmakers \u2014 Rock x Siri\" width=\"755\" height=\"944\" \/><\/a><\/p>\n<h3 id=\"the-rock-and-apple\">The Rock and Apple<\/h3>\n<p>Apple\u2019s most recent short film stars <a href=\"https:\/\/en.wikipedia.org\/wiki\/Dwayne_Johnson\" target=\"_blank\" data-wpel-link=\"external\">Dwayne \u201cThe Rock\u201d Johnson<\/a> through a somewhat-abnormal day. He uses Siri to help him mark things off\u00a0his bucket list. You can check out the film here:<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/ufBLI6bB9sg?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<h3 id=\"the-detour\">The D\u00e9tour<\/h3>\n<p>Exclusively on their <strong>European YouTube channels<\/strong>, Apple has released another short film by French Director, <a href=\"http:\/\/www.michelgondry.com\/\" target=\"_blank\" data-wpel-link=\"external\">Michel Gondry<\/a>. This eleven-minute short film, <strong>captured entirely on the iPhone<\/strong>, follows the adventures of a small tricycle as it sets off along the French roads in search of its young owner. Take a look at the film here.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/KrN1ytnQ-Tg?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<h3 id=\"behind-the-scenes\">Behind the Scenes<\/h3>\n<p>Apple has also released <strong>behind-the-scenes videos<\/strong> for &#8220;The D\u00e9tour&#8221; featuring the director. In these videos, he discusses his experiences working with the iPhone to bring his vision for this film to life.These <strong>additional BTS videos<\/strong> feature topics such as <a href=\"https:\/\/www.youtube.com\/watch?v=vInEUWuRq_Q\" target=\"_blank\" data-wpel-link=\"external\">a cinematic touch<\/a>, <a href=\"https:\/\/www.youtube.com\/watch?v=sIW5qChZJPg\" target=\"_blank\" data-wpel-link=\"external\">time lapse<\/a>, <a href=\"https:\/\/www.youtube.com\/watch?v=ZXgyX6cc5eE\" target=\"_blank\" data-wpel-link=\"external\">stop motion<\/a>,\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=2jYI10yT07c\" target=\"_blank\" data-wpel-link=\"external\">slo-mo<\/a>, <a href=\"https:\/\/www.youtube.com\/watch?v=aPdwbvJCqfY\" target=\"_blank\" data-wpel-link=\"external\">night scenes<\/a>, and <a href=\"https:\/\/www.youtube.com\/watch?v=DuDUqqFzELk\" target=\"_blank\" data-wpel-link=\"external\">perspective tricks<\/a>.<\/p>\n<p><span class=\"embed-youtube\" style=\"text-align:center; display: block;\"><iframe loading=\"lazy\" class=\"youtube-player\" width=\"640\" height=\"360\" src=\"https:\/\/www.youtube.com\/embed\/vInEUWuRq_Q?version=3&#038;rel=1&#038;showsearch=0&#038;showinfo=1&#038;iv_load_policy=1&#038;fs=1&#038;hl=en-US&#038;autohide=2&#038;wmode=transparent\" allowfullscreen=\"true\" style=\"border:0;\" sandbox=\"allow-scripts allow-same-origin allow-popups allow-presentation allow-popups-to-escape-sandbox\"><\/iframe><\/span><\/p>\n<h3 id=\"what-this-means-for-filmmakers\">What This Means for Filmmakers<\/h3>\n<p>We\u2019re beginning to see, as Apple has done here, brands that are producing their own <a href=\"https:\/\/www.premiumbeat.com\/blog\/branded-content-future-commercial-filmmaking\/\" target=\"_blank\" data-wpel-link=\"internal\">branded content<\/a> to <strong>market their products<\/strong> and <strong>build relationships with their consumers<\/strong>. As one of the most powerful brands in the world is beginning to more aggressively take this approach, this may create a stronger demand for this style of content.<\/p>\n<p>Google was also fascinated enough by this trend of <strong>video ads vs. branded video content<\/strong> that they <a href=\"https:\/\/www.thinkwithgoogle.com\/marketing-resources\/content-marketing\/youtube-insights-stats-data-trends-vol8\/\" target=\"_blank\" data-wpel-link=\"external\">decided to conduct their own study<\/a> about consumer reactions to these two styles of content.<\/p>\n<blockquote><p>The reality is that people don&#8217;t even distinguish between video ads and branded video content \u2014 it&#8217;s a false dichotomy. When asked to rank videos on a scale of &#8216;more like advertising&#8217; (0) to &#8216;less like advertising&#8217; (100), both branded video content and video ads were much closer to the &#8216;more-like-advertising&#8217; end of the spectrum (25.4 average for branded video content and 13.2 for video ads). Consumers see both as being marketing material, but unsurprisingly, they see branded video content as being slightly less so than video ads.<\/p><\/blockquote>\n<p>Overall,\u00a0<strong>video advertising<\/strong> is becoming far more about building a relationship with the consumer than solely pushing a product. As content creators, seeing <strong>more branded content<\/strong> coming to fruition is exciting.<\/p>\n<hr \/>\n<p><strong>What do you expect from Apple&#8217;s latest releases?<\/strong> Let us know in the comments.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When Apple did their first interview-style video on a white background, everyone copied that approach. What will these new films inspire?<\/p>\n","protected":false},"author":87,"featured_media":93418,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[3843,715,79,583],"tags":[155,5637,536,5380,383,472],"class_list":["post-class-post-93167","post-class-post","post-class-type-post","post-class-status-publish","post-class-format-standard","post-class-has-post-thumbnail","post-class-hentry","post-class-category-filmmaking-2","post-class-category-industry","post-class-category-inspiration","post-class-category-video-production-2","post-class-tag-apple","post-class-tag-branded-content","post-class-tag-filmmaking","post-class-tag-inspiration","post-class-tag-iphone","post-class-tag-video-production"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Apple&#039;s Latest Short Films Mean for Filmmakers<\/title>\n<meta name=\"description\" content=\"When Apple did their first interview-style video on a white background, everyone copied that approach. 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