All three of its main componentsthe ability to easily make videos with multiple shots; the filters; and the ability to add a soundtrackare transformative enough that youll probably use them for everything you make in the app. Still, Sparks definitely more of a place to record video than edit ittheres no way to move or remove shots within a clip, for examplethough that quickly gets into unwieldy territory. One thing the app should let you do, though, is pick what part of a song you want to add to your project. Right now, it just stubbornly starts every musical selection up from the top. Still, it feels like Spark gets a lot of things right. Its as lightweight and easy to use as the iPhones stock camera app but ultimately far more powerful. And one key way it sets itself apart from other lightweight video-making apps is that it lets you revisit and rework old clips at any timeto swap in a new filter, try out a new tune, or tack a new bit of video onto the end of the sequence. With Spark, you can have an on-going project for a road trip while jumping out to do a new vignette for every individual rest stop along the way. At first its not really clear that its a feature of the app, says Dominique Yahyav, the IDEO designer who led the effort. But its an important distinction that elevates Spark from a tool that captures moments to one thats suited for making longer, broader video memories. Thats something we thought was limiting with Instagram and Vine, Yahyav says. In the end, though, the best thing about Spark might be the simple fact that it lets you do your thing in private. Whereas Instagram and Vine funnel your efforts onto their servers and into your the feeds of your friends, Spark stashes your videos safely on your camera roll. A lot of these moments can be very personal, and we dont necessarily want them to be publicly shared with a network, Yahyav says.
IDEO Creates a Gorgeous App for Making Movies on Your iPhone
Physicist Sameet Sreenivasan of the Rensselaer Polytechnic Institute in New York conducted a detailed data analysis of novel and unique elements in movies throughout the 20th century. Sreenivasan analyzed keywords used on the Internet Movie Database (IMDb) to observe trends. A novelty score was given based on the number of times any given keyword was used to describe another film. Films that had higher novelty scores featured a word that was rarely used to describe it. While films with lower novelty scores had a keyword used to describe a variety of them. A range from zero to one was applied as the novelty score, with the least novel being zero. To depict the evolution of film culture over time, Sreenivasan then lined up the scores chronologically. “You always hear about how the period from 1929 to 1950 was known as the Golden Age of Hollywood,” Sreenivasan said to Wired. “There were big movies with big movie stars. But if you look at novelty at that time, you see a downward trend.” After studio systems fell in the 1950s, filmmakers burst with new ideas which enhanced the movies during the 1960s. Films like Bonnie and Clyde in 1967, Breathless in 1960, and The Good, the Bad, and the Ugly in 1966 were all very well received.
Chewing popcorn could block ads’ influence in movies, new study finds
The researchers reasoning is straightforward enough. Every time we see or hear a new name say, Benedict Cumberbatch our mouths unconsciously try to pronounce that name. But chewing disrupts this inner speech, the Cologne study suggests, keeping the new name from being imprinted on our brains. The study involved 96 people at a movie theater. Half of the moviegoers received free popcorn throughout the movie, the other half got a small sugar cube (and wouldve been charged ten bucks for it if this were a real movie). Several ads preceded the movie. According to the research, which was published in the Journal of Consumer Psychology, the ads had no effect on the moviegoers who ate popcorn, but a demonstrable positive effect on those who had the quick-dissolving sugar cube. “The mundane activity of eating popcorn made participants immune to the pervasive effects of advertising,” Sascha Topolinski, a researchers, said in the studys report. Going forward, the researchers suggest, the study could spell doom for the traditional popcorn machine in the movie theater. “This finding suggests that selling candy in cinemas actually undermines advertising effects, which contradicts present marketing strategies, the report indicates. In the future, when promoting a novel brand, advertising clients might consider trying to prevent candy being sold before the main movie.” Certainly, any theater looking to eliminate popcorn from the movies would have an uphill battle. Popcorn at the movies is a century-old tradition . But you know whats an even older tradition?