Where do James Bond, Woody Allen and Ferris Bueller meet? At the night of the personalized Oscars of course.\u00a0If you work in the personalization business and try to explain what you do to outsiders, you may get a lot of raised eyebrows and questions.<\/p>\n
\n\u201cWhat is personalization? How does that work?\u201d<\/p>\n<\/blockquote>\n
One way to describe the concept is through the shared experience of film. Numerous movies offer unique takes on personalization \u2013 and since the Oscars<\/a> have just taken place, we decided to do our own personalized Oscars.<\/p>\n
PERSONALIZED SPY GEAR<\/h4>\n
Seen in: \u201cLicence to Kill\u201d (1989)<\/a>, \u201cSkyfall\u201d (2012)<\/a>, \u201cKingsman: The Secret Service\u201d (2014),<\/a> \u201cKingsman: The Golden Circle\u201d (2017)<\/a><\/p>\n
Secret agents like James Bond are one of a kind, so their weaponry deserves customization. In two of 007\u2019s big-screen adventures, his gun features a biometric palm scanner triggered for his touch only. \u00a0Adding to the personalized arsenal, the Kingsman films feature a Savile Row shop which outfits each agent with bespoke gadgetry. \u00a0\u00a0\u00a0\u00a0\u00a0<\/p>\n
PERSONALIZED CLOTHING<\/h4>\n
Seen in: \u201cBack to the Future II\u201d (1989)<\/a>, \u201cSpider-Man: Homecoming\u201d (2017) <\/a><\/p>\n
When he travels into the future, Marty McFly (Michael J. Fox) picks up a form-fitting jacket and shoes. In the Marvel Cinematic Universe, Tony Stark (Robert Downey Jr.) equips Peter Parker (Tom Holland) with a Spider-Man suit designed for his arachnid abilities, such as webshooters that can emit different types of webbing. \u00a0<\/p>\n
PERSONALIZED OPERATING SYSTEM<\/h4>\n
Seen in: \u201cHer\u201d (2013)<\/a>, \u201cBlade Runner 2049\u201d (2017)<\/a><\/p>\n
Often the movie versions of personalization embody hardware or software with artificial intelligence. Samantha (voice of Scarlett Johansson), the operating system in \u201cHer,\u201d is able to adapt and evolve based on the needs and wants of its owner, Theodore (Joaquin Phoenix). In \u201cBlade Runner 2049,\u201d Joi (Ana de Armas) is a holographic entity whose personality can match itself to her environment and her user. \u00a0<\/p>\n
PERSONALIZED MOVIE<\/h4>\n
Seen in: \u201cAnnie Hall\u201d (1977)<\/a>, \u201cFerris Bueller\u2019s Day Off\u201d (1986)<\/a>, many others<\/p>\n
When a character breaks the imaginary fourth wall and speaks to the camera, the movie itself becomes personalized content, establishing a direct connection between the character and each member of the audience. In \u201cAnnie Hall,\u201d Alvy (Woody Allen) steps out of a scene where he waits in line to release his frustration about an obnoxiously loud customer: \u201cWhat do you do when you get stuck on a movie line with a guy like this behind you?\u201d After the credits finish in \u201cFerris Bueller\u2019s Day Off,\u201d Ferris Bueller (Matthew Broderick) emerges in his bathrobe and tells viewers, \u201cYou\u2019re still here? It\u2019s over! Go home!\u201d \u00a0<\/p>\n
PERSONALIZED ADVERTISING<\/h4>\n
Seen in: \u201cMinority Report\u201d (2002)<\/a><\/p>\n
In the most relevant example to SundaySky, Steven Spielberg\u2019s sci-fi action\/thriller envisions a transparent future where personalization is paramount. In one memorable scene, police officer John Anderton (Tom Cruise) walks through a shopping mall with retinal scanners that send him targeted video ads for brands such as Guinness<\/a> (\u201cJohn Anderton! You could use a Guinness right now!\u201d), American Express<\/a>, Bulgari<\/a> and Lexus<\/a>. Later, he enters a Gap<\/a> store and is cheerfully asked by a virtual assistant, \u201cHow\u2019d those assorted tank tops work out for you?\u201d \u00a0<\/p>\n
In recent years, advancements in special effects and a push for realistic storytelling have brought Hollywood\u2019s portrayals of personalization closer to science fact than fiction. This, in turn, has inspired even more ideas in personalized technology. For instance, it should be noted that most of the films mentioned in this article are available on a certain data-driven platform tailored to your particular moviegoing interests and habits: Netflix<\/a>.<\/p>\n
Have any more examples of personalization in film? Let us know in the comments!<\/p>\n
To see some of SundaySky\u2019s Oscar-caliber work in personalized video, click here<\/a>.<\/h2>\n","protected":false},"excerpt":{"rendered":"
Where do James Bond, Woody Allen and Ferris Bueller meet? At the night of the personalized Oscars of course.\u00a0Here we take a look at various ways in which Hollywood has depicted personalization on the silver screen.<\/p>\n","protected":false},"author":7,"featured_media":19556,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[],"blog-topic":[75,123],"class_list":["post-17447","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","blog-topic-best-practices","blog-topic-personalization"],"acf":[],"yoast_head":"\n
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