By Paula Bernstein | Indiewire July 15, 2013 at 4:15PM
It was bound to happen, and today it did: The first Instagram trailer was released. Yes, that's now a thing.
A 15-second trailer begs the question: is our attention span so short that we can no longer sit through a full length trailer?
In theory, it makes perfect sense that first Instagram trailer would be to promote the new "Jobs" biopic about the late Apple founder Steve Jobs, portrayed by Ashton Kutcher in the film. Jobs was a tech innovator, so he'd be into Instagram, right? No doubt the marketers involved with the Instagram trailer thought it would be a brilliant idea to promote the film via this new social platform, but it comes off as a cynical play to appeal to Millennials.
Steve Jobs was a genuine innovator, not someone who jumped on new technology just for the bragging rights that come from being first.
"Here's to the crazy ones, the misfits, the rebels," Kutcher intones in the voice-over in the 15-second trailer for "Jobs." "Because the people who are crazy enough to think they can change the world are the ones who do." Nobody likes a trailer which gives away the entire plot of the film, but this 15-second snippet of a trailer doesn't give away enough -- and, frankly, makes us wonder if there simply wasn't enough strong material to fill the time.
Earlier this year, Indiewire wrote about how Vine is impacting the indie film world. "Hollywood, in its anxiety over new media, sometimes dives into new technologies thoughtlessly," wrote Jon Fougner. This is a perfect example of Hollywood's thoughtless use of new technologies. Sure, it's possible that someone will make a compelling Instagram trailer. But this isn't it. Check it out for yourself below. Tell us what you think in the comments.
Meanwhile, "Jobs" arrives in theaters on August 16. Does this Instagram trailer make you want to see it?