Steve Jobs was known for innovating new platforms to deliver traditional content -- a symmetry that also seems at play with the marketing campaign for the new biopic about him.
The trailer for “Jobs,” the Ashton Kutcher-starring film that looks primarily at the Apple founder early-mid career, premiered on Instagram, in what the social-media site is saying is the first-ever trailer to premiere there.
Of course, Instagram allows for only 15 seconds of video, which here make for little more than a burst of images and Jobs’ famous quote about the people who think they're crazy enough to change the world. The trailer is notable for where it is -- particularly since it's Jobs' own Apple that frequently premieres new spots -- but filmgoers won't learn much about the movie.
"Jobs" hits theaters Aug. 16 after being moved from a date in April. It received a decently strong response in the room when it premiered at the Sundance Film Festival in January, though critics were more mixed. The film examines how Jobs founded, lost and then regained control of Apple; it stays away from many personal realms, as well as the last decade, of the icon’s life.
Kutcher said at Sundance that he was aware of the challenges inherent to the movie. "This was, honestly, one of the most terrifying things I've ever tried to do in my life. I admired this man so much,” he said. “I've thrown myself into this massive gantlet of criticism," he added, because Jobs is a figure so many people knew. “I've never seen Abraham Lincoln walk into a room, but I've seen Steve Jobs walk into a room.”
The legions of Jobs enthusiasts will determine whether he succeeded. In the meantime, with the Instagram news this week, the attention is on the medium a bit more than the message -- something Jobs might have said needs to come together.
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