Do The Right Thing: Make Your Own Cell Phone Movies

From the article "Nokia Turns to Spike Lee to Help Mobilize a Revolution"

Nokia has teamed up with Director Spike Lee to incorporate cell phone users in the creation of a feature film. Nokia announced that its plans to ask people with Nokia mobile phones to send them snippets of video that represent the theme of birth. Critically acclaimed filmmaker Spike Lee has been recruited to cut the submissions, then use the best segments to develop a feature that is to debut at the Nokia Club in Los Angeles.

The move by Nokia is an innovative one that invites users to have an active role in the creation of a “Spike Lee Joint.” While most modern cell phones have the capability to record video clips, few of these have had the legs to go an further than the reaches of YouTube. The inclusion of Spike Lee was an intelligent move on the part of Nokia because he brings instant credibility to the project. Lee garners respect across film, art, and political-minded groups, as well as being responsible for a series of popular Nike ads in the nineties.

While the Spike Lee and Nokia effort may not have the makings to “mobilize a revolution,” the project is a gutsy move into the uncharted territory of cell phone filmmaking. Although it is questionable that too many people will be exposed to the final project, it is a rarity that the masses have the opportunity to collaborate with such a big-name artist. Nokia’s innovative use of media enhances their brand on multiple levels. Most obvious is the inclusion of Spike Lee. Having him connected with a cell phone feature film legitimizes the entire project, which will increase user participation. Also, the decision to reach out to Lee makes Nokia appear as an artistically conscious and hip brand. Finally, the concept of incorporating technology that typically goes unused, and is commonly disregarded, positions Nokia as a progressive brand. A project that can involve users, enhance the importance of its cell phone features, and associate a brand with a credible artist scores a trifecta with the use effective of media promotion.

http://adage.com/madisonandvine/article?article_id=126647