updated 09:27 am EST, Mon February 25, 2013
'Searching for Sugar Man' takes Documentary prize
During last night's Academy Awards ceremony, Apple debuted a new TV ad, dubbed "Hollywood." The spot follows the same template as other recent ads, but simply uses a movie-connected theme, for instance showing iMovie, and a 3D-rendered Hollywood sign in Maps. Intermixed are clips from Back to the Future, Apollo 13, and Indiana Jones and the Temple of Doom.
Significantly, a film shot partly with an iPhone, Searching for Sugar Man, won the Academy Award for Best Documentary Feature, marking the first time any film shot with an Apple device has won an Oscar. Director Malik Bendjelloul has explained that he ran out of money while making the movie, and decided to complete remaining shots using his iPhone and an app called 8mm Vintage Camera.