Not Surprising, Apple Still Prevalent Before And Behind Hollywood Cameras
February 23, 2011
Apple has had a strong place on and off screen for over a decade. Audience members have been able to point out PowerBooks, iBooks, iPods, iPhones, and nearly any product. In more recent years, Apple has moved from their seat in the editing room with products like Final Cut Pro to writers, producers, directors, and artists utilizing Apple's portable devices with non-Apple software applications. Today, we'll be looking at the Brandcameo Product Placement Award winners and director D.J. Caruso's admiration for the iPad.
Let us begin with the 2010 Brandchannel Brandcameo Product Placement Awards. In the overall category, Apple had a placement in 30% of last year's United States #1 films and holds a tiny bit more than 33% of all #1 box office hits from 2001 to 2010. Ford holds the #1 spot at about 43% and third place goes to Coca-Cola with about 29%. However, Apple has actually dropped percentage from its peak in 2009.
As a longstanding Apple fan, I'm one of those who can get a little bit more enjoyment from a film just by seeing a glimpse of an Apple product. As for some quick examples; you can see an iBook in The Glass House, a MacBook Pro in the Showtime series Dexter (pictured above), a 20th Anniversary Macintosh in Batman & Robin, an iPhone with iconic Marimba ringtone in I Love You, Man, and a PowerBook G4, iPod, Mac desktop, and even a shot of iTunes in Disturbia.
Speaking of Disturbia, our next Hollywood topic involves director D.J. Caruso and his new found passion for the iPad. Caruso directed previous films such as Taking Lives, Two for the Money, and Eagle Eye, but the iPad became a huge component for much of the cast and crew in his latest film I Am Number Four.
'We shot a scene towards the end of this movie at this church out in the middle of the farmlands the other day and we were out there on location and I took my sun tracker and it told me at what time the sun would be [in the sky] so I planned everything around where the sun would be at that location - it gives you a satellite image. By the way, that app cost 99 cents. It was in the photography section... I just happened to be in there."In fact, Caruso admitted that he originally purchased an iPad to play games and didn't expect it to be serious tool. However, the convenience of being able to contain your digital life in a single briefcase or backpack very quickly convinced him otherwise.
It's really is an amazing tool. It's amazing. I never thought I'd say that, I thought it would be cool to get one, but I don't even carry my script anymore. All I carry is my iPad."It really isn't that surprising, since many of us multitask amongst emails, music, photos, web browsing, and much more on a nearly continuous basis. D.J. wasn't the only member of the crew to employ an iPad during filming. The film's gaffer, a motion picture's chief lighting technician, controlled certain scene lighting and the lighting system worn by Alex Pettyfer to create the effect exhibited from John's ("Number Four") hands as one of the supernatural powers from an iPad off-screen.
"Our gaffer, we have this lumen that's on Number Four's hand, he controls the lumen, he controls the lighting and everything is run from his iPad."Now that's pretty cool. Sounds like a pretty sweet and likely quite profitable venture for some iOS developer. Although, this is by no means the first time we've heard of unique uses for custom iOS apps and iDevice placement. Less than two weeks ago we pointed out one establishment that uses the DraftMagik system. As a final note, Trailer Park Studios is offering the official I Am Number Four companion app, Number Four's Phone, as a free download. The app features an interactive game surrounding John losing his phone, which is closely based off of the iPhone, including an actual 3GS. From a continued significant presence in Hollywood to users now creating their own short films and complete product commercials with just the use of their iPhone; how far will the iDevice realm extend and penetrate unplanned possibilities? [Image credit Showtime Networks and DreamWorks Studios]
