Technology Research

 

Tangerine: iPhone Enables Streetwise Story – Bullet Point Summary

  • Shot entirely on three iPhone 5S smartphones, surprising audiences at its Sundance premiere.

  • Directed, co-written, and co-shot by Sean Baker, with cinematographer Radium Cheung.

  • Follows two transgender sex workers in L.A. on Christmas Eve; based on real-life experiences of the lead actors.

  • Story developed with input from the transgender community, emphasizing authenticity, humor, and realism.

  • Baker opted for iPhones due to budget constraints and a desire for a unique visual style.

  • Key technical tools used:

    • Moondog Labs anamorphic adapter: enabled widescreen 2.40:1 aspect ratio and cinematic flares.

    • FiLMiC Pro app: allowed manual control over focus, exposure, and color temperature.

    • Steadicam Smoothee: provided stabilization for handheld shots.

  • Entire film shot using a 24mm focal length, creating wide-angle, in-your-face close-ups.

  • Embraced a vibrant, saturated color palette, a departure from Baker’s usual muted tones ("pop vérité" style).

  • Minimal lighting gear used:

    • Just a few Rosco LitePads and cheap bounce materials.

    • No C-stands or conventional movie lights; mostly used available light.

  • Shot on real L.A. streets without blocking traffic or drawing attention, adding to the film’s realism.

  • Post-production included:

    • Color grading in DaVinci Resolve.

    • Use of Power Windows and added film grain for a cinematic finish.

  • The iPhone and minimal gear allowed for stealthy, flexible, and authentic filming.

  • Balanced social realism with entertainment, giving voice and visibility to a marginalized community.


    Deadpool (2016) – Film Overview

    • Superhero film based on Marvel’s Deadpool character; part of the X-Men film series.

    • Directed by Tim Miller (his debut), written by Rhett Reese and Paul Wernick.

    • Ryan Reynolds stars as Wade Wilson / Deadpool; supported by Morena Baccarin, T.J. Miller, and others.

    • Plot: Wade Wilson becomes the antihero Deadpool, seeking revenge on the man who disfigured him.

    • Known for its R-rated tone, fourth wall-breaking humor, and graphic violence.

    Production

    • Spent 10 years in development hell; greenlit with a modest $58 million budget.

    • Aimed to be faithful to the comics, in contrast to Deadpool's unpopular portrayal in X-Men Origins: Wolverine.

    • Focus on capturing the tone, humor, and violence of the source material.

    Marketing Approach

    • Low marketing budget, so creative, internet-driven strategies were used.

    • Ryan Reynolds took a hands-on role, appearing in character as Deadpool in numerous promotions.

    • Deadpool’s costume was animated for facial expressions in marketing videos using VFX by Image Engine.

    Promotional Campaign Highlights

    Trailers

    • First trailer premiered at San Diego Comic-Con 2015, receiving huge fan acclaim.

    • Teasers mocked previous film adaptations and built anticipation.

    • “12 Days of Deadpool” campaign released daily content in December before a Christmas trailer drop.

    Viral Videos & Skits

    • Halloween video: Deadpool questions kids dressed as X-Men.

    • Testicular cancer PSA aired during The Bachelor.

    • Holiday greetings (Chinese New Year, Australia Day), parody interviews, and Deadpool massages Conan O’Brien.

    • Cross-promotions with Manchester United, Betty White, and April Fools’ prank with Mario Lopez.

    Billboards & Posters

    • Quirky billboards: e.g., one styled as a romance movie for Valentine’s Day.

    • “💀💩L” emoji billboard received viral praise for its absurdity.

    Social Media Strategy

    • Heavy use of Twitter, Facebook, Instagram, Snapchat, Tinder, and even Pornhub.

    • Reynolds feuded playfully with Hugh Jackman online.

    • Surge in tweets from 10–20k/day to 90k/day after early screenings.

    Live & Experiential Events

    • Reynolds recreated Burt Reynolds’ bearskin rug pose to debut costume.

    • Surprise fan screenings in NYC and LA turned out to be full early film showings.

    • Super Bowl 50 events: taco truck, themed bar near the stadium, and Snapchat takeover.

    Cross-Network TV Blitz

    • Ads ran across multiple Viacom networks to reach diverse audiences.

    • Shows included Teen Mom, Tosh.0, The Golden Girls, and Love & Hip Hop.

    Reception of the Marketing

    • Widely praised as one of the most innovative film marketing campaigns ever.

    • Campaign was:

      • Relentless, creative, and self-aware—true to Deadpool’s tone.

      • Successful in connecting directly with fans.

      • Leveraged Reynolds' persona and commitment to the character.

      • Avoided over-revealing plot, focusing instead on humor and character.

    • Commentators praised it for breaking traditional marketing rules, engaging audiences in new ways.



    social media marketing strategy for Avatar: The Way of Water:

    • The highly anticipated sequel to Avatar (2009), releasing Dec. 16 after 13 years, faces challenges like audience re-familiarization and sequel skepticism.

    • The marketing focuses on encouraging fans to re-watch the original, connecting emotionally with characters, building excitement, and creating urgency to see the movie in theaters.

    • Three target audience personas guide the campaign: Superfan Sam, Millennial Morgan, and Supermom Sally.

    • Primary platforms are Facebook and Instagram—Facebook for broad age reach and news/entertainment engagement; Instagram for younger, visually-driven audiences with organic and paid tactics.

    • Hashtag strategy: #Avatar and #TheWayOfWater on all posts, with additional hashtags on Instagram for wider reach.

    • Partnerships with lead actors (Sam Worthington, Zoe Saldana, Sigourney Weaver, Vin Diesel), producer James Cameron, and various influencers (millennial, sci-fi, mom-influencers) will provide authentic connections with fans.

    • The campaign has three phases: pre-release (re-release of original movie in theaters with ticket packages), in-theater, and home-release.

    • The brand voice is cutting-edge, inclusive, inspiring, and socially conscious, aiming to engage and excite audiences across platforms.

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