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Apple Shares Short 'Shot on iPhone' Film Ahead of Chinese New Year
Ahead of Chinese New Year, which falls on February 5, Apple has shared a new "Shot on iPhone" film created by Jia Zhangke.
Called, "The Bucket," the film was captured entirely on an iPhone XS, and it features a family wrapping up their Chinese New Year celebrations. A mother packs up goods for her son to take back to the city, equipping him with a heavy bucket to lug home.
The film uses iPhone techniques like slo-mo and Depth Control, with Apple uploading two additional behind-the-scenes tutorial style videos.
The full film shared by Apple features the ending line "The taste of home will always bring us back," while the other videos use the tagline "Capture the taste of home this Chinese New Year with iPhone."
Apple is hoping to encourage sales of the iPhone during Chinese New Year, a major holiday in China. Earlier this month, Apple dropped the price of the iPhone XR and other iPhones for its channel partners, allowing third-party vendors to purchase iPhones more cheaply to pass those savings on to customers.
Called, "The Bucket," the film was captured entirely on an iPhone XS, and it features a family wrapping up their Chinese New Year celebrations. A mother packs up goods for her son to take back to the city, equipping him with a heavy bucket to lug home.
The film uses iPhone techniques like slo-mo and Depth Control, with Apple uploading two additional behind-the-scenes tutorial style videos.
The full film shared by Apple features the ending line "The taste of home will always bring us back," while the other videos use the tagline "Capture the taste of home this Chinese New Year with iPhone."
Apple is hoping to encourage sales of the iPhone during Chinese New Year, a major holiday in China. Earlier this month, Apple dropped the price of the iPhone XR and other iPhones for its channel partners, allowing third-party vendors to purchase iPhones more cheaply to pass those savings on to customers.
Tags: Apple ads, Shot on iPhone
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14 months ago
a kid in China sold his kidney to pay for an iphone 4.... now he has to sell both his kidneys and a lung to do the same...
14 months ago
Apple is trying to please China again because it's Lunar New Year, not Chinese New Year. Every Asian knows it.
14 months ago
I wonder what backdoors or compromises Apple had to make to sell in China...
14 months ago
If you look at the long list of production and direction crew at the end of the film, you’ll see that it’s no small task to make something like this. Many people might be under the misconception that all you need is an iPhone, and you can make lovely films like this. In fact, films are highly collaborative efforts involving dozens if not hundreds of people, and weeks and sometimes even months of planning.
I might even be tempted to say that while it’s impressive that they could shoot a film with an iPhone, that doesn’t mean that any of us could do the same and make it look as good as this, just because we own an iPhone. I like the message that creative things can be created with simple tools, but it takes so much more than owning a smartphone to make a decent, memorable film.
I might even be tempted to say that while it’s impressive that they could shoot a film with an iPhone, that doesn’t mean that any of us could do the same and make it look as good as this, just because we own an iPhone. I like the message that creative things can be created with simple tools, but it takes so much more than owning a smartphone to make a decent, memorable film.
14 months ago
Apple is trying to please China again because it's Lunar New Year, not Chinese New Year. Every Asian knows it.
Yo. It's Lunar New Year and not only celebrated in China.
Hmm... In the story of the short film the festival being celebrated is Chinese New Year. I know Apple haters are always gonna hate Apple for whatever they do but... what is the issue with this?
https://en.wikipedia.org/wiki/Lunar_New_Year:
The following East Asian ('https://en.wikipedia.org/wiki/East_Asia') Lunar New Year celebrations are, or were historically, based on the traditional Chinese lunisolar calendar ('https://en.wikipedia.org/wiki/Chinese_lunisolar_calendar') (occurring in late January or early February):[1] ('https://en.wikipedia.org/wiki/Lunar_New_Year#cite_note-1')
* Chinese New Year ('https://en.wikipedia.org/wiki/Chinese_New_Year')
* Japanese New Year ('https://en.wikipedia.org/wiki/Japanese_New_Year#Little_New_Year') (prior to 1873)
* Korean New Year ('https://en.wikipedia.org/wiki/Korean_New_Year') (Seollal)[2] ('https://en.wikipedia.org/wiki/Lunar_New_Year#cite_note-2')
* Mongolian New Year ('https://en.wikipedia.org/wiki/Tsagaan_Sar') (Tsagaan Sar) – may be celebrated a month later
* Tibetan New Year ('https://en.wikipedia.org/wiki/Losar') (Losar) – celebrated a month later
* Vietnamese New Year ('https://en.wikipedia.org/wiki/T%E1%BA%BFt') (Tết)
https://en.wikipedia.org/wiki/Chinese_New_Year:
Chinese New Year[a] ('https://en.wikipedia.org/wiki/Chinese_New_Year#cite_note-2'), commonly known as Lunar New Year, is a Chinese festival that celebrates the beginning of a new year on the traditional Chinese calendar ('https://en.wikipedia.org/wiki/Chinese_calendar'). The festival is usually referred to as the Spring Festival in modern China ('https://en.wikipedia.org/wiki/China'), and is one of several Lunar New Years ('https://en.wikipedia.org/wiki/Lunar_New_Year') in Asia.
14 months ago
The whole time watching the short film, I was thinking to myself, “I’m sure at the end they’ll show someone opening the bucket, but they won’t show us what’s inside.”
Then as he started unwrapping it, I immediately thought, “Oh, gosh. Don’t cry.” Before the music got sappy, I had a feeling it was going to get emotional. Sure enough, I cried.
Damn you, Apple! Always giving me the feels!
Then as he started unwrapping it, I immediately thought, “Oh, gosh. Don’t cry.” Before the music got sappy, I had a feeling it was going to get emotional. Sure enough, I cried.
Damn you, Apple! Always giving me the feels!
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