updated 06:09 pm EDT, Mon July 15, 2013
First official movie trailer using service's new video feature
A 15-second re-edited version of the trailer for the independent bioflick Jobs has debuted on Instagram, marking the first time the new video-sharing feature has been used to promote a cinematic movie. Much of the footage is repeated from the original high-definition trailer that debuted in June, but it does include several new shots despite the shortened length. The trailer, cut specifically for Instagram's 15-second video limit, features Ashton Kutcher as Jobs reciting lines from the "Here's to the Crazy Ones" ad over a montage of shots.
The film was originally planned to hit theatres in April, but was pushed back to August 16 in order to allow for more social marketing such as this effort. Facebook-owned Instagram recently opened its doors to short-form video as a method of competing with Twitter-owned Vine, a similar service that limits video to about seven seconds. The Jobs movie uses Kutcher's uncanny resemblance to the late Apple co-founder to examine key points in his life between the early 70s (prior to the founding of Apple) up to the introduction of the iPod in 2001. The last shot in both the Instagram and HD trailer show an older Jobs holding up the mirrored case of the original iPod.
The film, a low-budget independent effort, has received mixed notices so far. Kutcher is generally noted for having put a serious effort into his portrayal of Jobs, but the film has been criticized for taking liberties with characterizations and historical accuracy, most notably by Apple co-founder Steve Wozniak. Since he hasn't seen the entire film, Woz is reserving some judgement on the movie, but is concerned that the movie will caricature Jobs as a "visionary saint who was always right" and that it portrays figures such as former Apple CEO John Sculley and others as "sleazy."
The film will be the first Jobs biography to make it to cinemas. A big-budget effort written by The Social Network's Aaron Sorkin is in pre-production with no known release date.