Scions of video marketing that they are, film studios and distributors are rarely slow to exploit… er, I mean embrace any new channels to open up to them, as they fight like affection-starved dogs for a slice of the public’s attention.
That enthusiasm can be seen in the film biz’s early forays online (commemorated by such still-standing digital monoliths as the Space Jam and The Lost World websites), right up to the embrace of social media that’s seen directors Bryan Singer and Marc Webb both using Twitter to chronicle the making of their upcoming superhero sequels, X-Men: Days of Future Past and The Amazing Spider-Man 2 respectively.
In March this year, director James Mangold made a little bit of video marketing history by launching the very first Vine movie trailer, on behalf of yet another superhero flick, The Wolverine.
Those who pay attention to such things will be aware that a battle royale is currently shaping up between Vine and Instagram, the Facebook-owned photo-sharing service that introduced video functionality just last month.
And, unsurprisingly enough, the first Instagram video trailer has now appeared – made on behalf of indie biopic Jobs, in which Ashton Kutcher plays the late computer mogul.
Running for 15 seconds, it lacks the cram-it-in creative brevity of Vine, coming over instead as no more interesting than a relatively quick-fire telly ad. But hey, as Steve Jobs himself might tell you, you can’t win ‘em all.
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