Apple and Damien Chazelle Spin Cinema Sideways in Vertical 'Shot on iPhone' Film

Cinemas haven’t had a great time recently. They’ve been shuttered due to Covid-19, and re-opening around the world has been patchy. Impatient studios have been dumping potential blockbusters on streaming services, with Disney announcing that Mulan would swerve cinemas altogether in favour of rental via Disney+. 

And now Apple’s here to put a final nail in the glorious, widescreen world of cinema, with an ad that showcases the filmic potential of the vertical screen. The new Shot on iPhone ad hs none other than Damien Chazelle behind the camera, the director of Whiplash, First Man and La La Land.

In the nine minute epic  skips from genre to genre. There are silent movies and film noir, western, action and, of course, musicals – and the spot tips its film buff fedora to the likes of Hitchcock and Sergio Leone. It follows a stuntman who loses consciousness after he leaps from a tall building, and as he plummets towards the helpless crew, he finds himself falling through Hollywood history.

The spot was produced by Superprime and DoP Linus Sandgren lent his expertise to this unusual film format. Post production was done by Exile Post.

The vertical cinema push is not a new idea. Tech brands like Samsung and LG have been touting vertical TV screens and events like the Vertical Film Festival and the Tall Shorts Film Festival have been encouraging directors to experiment with the format for several years. 

However, if the Vertical Cinema ad has inspired any aspiring directors out there, Apple has also put out a five minute behind-the-scenes film to help you get started on your own flipped up flick.