Tech

Phone makers need to stop using Hollywood directors to advertise their cameras


A person holding a pre-rendered Samsung Galaxy S23 Ultra for filming.

There’s a smartphone here somewhere.

SAMSUNG

There’s a bit of a problem in the mobile industry.

Scratch that. There’s a big problem in the mobile industry.

When was the last time you used your smartphone to film? Never? Well, that’s for the two of us.

But phone makers are moving on advertise their smartphone camera With award-winning film directors, this makes more sense from a marketing standpoint than either of us filming with a smartphone.

People see how capable these smartphones are. People pay a lot to reap the advertised benefits.

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If you’re starting to understand what I mean, no, I’m not just talking about Samsung’s recent collaboration with acclaimed film director Ridley Scott to promote a new film. Galaxy S23 Ultra.

Xiaomi, sonyAnd Apple It’s also guilty to glorify smartphone video features by displaying them through the lens of people who have spent decades mastering the craft.

Screenshot of Apple's Shot cinematic on iPhone 14 Pro with disclaimer at the end.

The bottom message is key here.

Apple

The problem with all of this is that making a movie isn’t as simple as taking out your smartphone and hitting the record button.

Every one of these “Shot by Insert phone brand here” movies go through rigorous production processes that most consumers would never copy. I’m talking about lighting equipment, specialized lenses, stabilizers, paid actors. , location seeker, post-production editor, the list goes on.

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What do I have? My smartphone, two hands and maybe a selfie stick from 2014.

Top-down view of someone using a camcorder on a Samsung Galaxy S23 Ultra smartphone

Contrary to what I have.

SAMSUNG

To protect these phone makers, advertising for video capabilities is being empowered. These movies inspire creators to go out and produce with the cameras they already have — not what they can’t have access to.

Also: How to take better iPhone photos

So here’s my pitch to Samsung, Xiaomi, Sony, Apple and anyone else who’s on a marketing call right now, sifting through the Hollywood catalog to find the next big director to come out with. Humble movie idea: Set aside million dollar budgets. Show me a normal person using your camera features. Show me someone I can relate to, someone who can prove that all it takes is a smartphone and a little creativity.

There’s a buzz that says “Jurassic Park director Steven Spielberg shoots a full-length music video with just an iPhone”, and it’s a lot a real thing. But I won’t be shooting a music video anytime soon. And I’m definitely not Steven Spielberg.

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