July 24, 2024

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

4 min read


Person holding a rigged up Samsung Galaxy S23 Ultra for filmmaking.

There is certainly a smartphone in listed here somewhere.


You will find a little bit of a issue in the cellular market. 

Scratch that. There is a massive challenge in the cellular sector.

When was the very last time you employed your smartphone to movie a motion picture? By no means? Properly, that tends to make two of us.

But cellphone makers are continuing to advertise their smartphone cameras with award-winning movie directors, which, from a marketing and advertising standpoint, helps make more perception than both of us shooting a film with a smartphone. 

Folks see how capable these smartphones are. Folks shell out the significant bucks to experience the advertised added benefits.

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If you happen to be starting off to capture my drift, no, I’m not just conversing about Samsung’s current collaboration with embellished film director Ridley Scott to market the new Galaxy S23 Ultra.

Xiaomi, Sony, and Apple are just as guilty of glorifying smartphone online video options by exhibiting them as a result of the lenses of people who have invested a long time mastering the craft.

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

The bottom messaging is critical below.


The challenge with all of this is that filmmaking is not as easy as whipping out your smartphone and hitting the record button.

Every single one one of these “Shot by Insert phone brand right here” movies goes via arduous output processes that most individuals will possible never replicate. I am speaking lighting equipment, specialised lenses, stabilizers, paid actors, spot scouters, article-production editors, the list goes on.

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

Top down view of someone using a Samsung Galaxy S23 Ultra smartphone filming rig

The opposite of what I have.


In protection of these cell phone makers, touting the capability to shoot motion pictures is empowering. These movies encourage creatives to go out and create with the cameras that they by now have — and not what they are unable to get entry to.

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So, here’s my pitch to Samsung, Xiaomi, Sony, Apple, and whoever else is sitting in a internet marketing contact proper now, sifting via the Hollywood catalog to obtain the subsequent huge director to pitch a humble motion picture concept to: Put the million-greenback budgets apart. Present me an standard particular person working with your camera options. Display me an individual I can relate to, someone who can establish that all it requires is a smartphone and a bit of creativeness.

There is certainly a ring to “Jurassic Park director Steven Spielberg shoots complete-duration tunes movie with just an Apple iphone,” and it is very significantly a true point. But I am not taking pictures a music video at any time shortly. And I am absolutely not Steven Spielberg.


Resource hyperlink With the emergence of smartphones, manufacturers have attempted to differentiate their devices from others in the market by touting their cameras as “hollywood-calibre.” Apple, Samsung and Huawei have all used Hollywood directors in their campaigns, aiding them in telling the story of their cameras through commercials and press releases. But it is time for phone makers to stop using these filmmakers to boost their camera’s credentials.

The primary appeal of these camera-centric commercials is that they showcase a level of sophistication and quality that the consumer can aspire to achieve. But this technique only serves as a distraction from the real value of the device — its ability to shoot high-quality photos and videos. Rather than using a high-end professional to display the best that a phone can do, manufacturers should focus on demonstrating the actual features and capabilities of their cameras.

Manufacturers may also be leveraging perceived authority of Hollywood directors in the context of their camera technology. While it may be sensible to tap into the expertise of high-profile people in the industry, the authority of their word may not translate to everyday people honing their photography skills. Not only could this mislead consumers, but it also gives them a false impression of what to expect from the phone’s camera.

Ultimately, it is up to phone makers to craft an effective marketing campaign for their products. And while commercials featuring Hollywood directors may be eye-catching, it is preferable to feature content that most accurately feeds their camera’s capabilities. Providing customers with authentic experiences will be more beneficial for the brand in the long run, as well as setting realistic expectations for consumers.

Whether it is for aesthetic purposes, or practicality, the quality of a smartphone camera is an important factor for most users. Therefore, phone makers should not place too much emphasis on the expertise of top-tier directors when promoting their devices, and instead direct their focus to genuine user experiences. If done correctly, manufacturers can ensure that their phone cameras are seen as a valuable asset without the need to rely on high-profile filmmakers.