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"Apple aired a new iPad ad during yesterday's Academy Awards that featured its typical 'let the device do the talking' setup. The device displays a series of apps that a disembodied hand interacts with and there are a series of buzzwords that relate to those apps.\r\n\r\nBut the ad also has an interesting star, an app called 8mm Vintage Camera by Nexvio. I've been using the app for a couple of years to add a bit of flavor to some videos from my iPhone. It simulates the look of 8mm movie film shot from a camera and processed in some various 'era styles'. You can get the Japanese-esque Sakura, '70's', cross processed looks and more.\r\n\r\n\r\n\r\nIt's a cool app, and well executed. It seems like a neat fit for the 'camera' section of Apple's ad.\r\n\r\nBut the inclusion of that particular app is highly unlikely to have been based solely on its function for a very important reason: it's the first iPhone app I know of to have its footage included in an Oscar-winning film.\r\n\r\nLast week, Jim Dalrymple of The Loop shared a CNN Money interview with\u00A0Malik Bendjelloul, the director of Searching for Sugar Man, a documentary that tells the story of singer Rodriguez. Rodriguez was a songwriter and singer from Detroit that released one album in the early 70's and vanished. He then developed a cult following in South Africa, where he still enjoys popularity.\r\n\r\nhttp://www.youtube.com/watch?v=H8pj3WQyOzY\r\n\r\nThe film follows the birth of the legend of Rodriguez, a man so humble he didn't even appear at the Oscars because he didn't want to steal the limelight from the filmmakers.\r\n\r\nSearching for Sugar Man is, by all accounts, a great film, it won the Oscar and nobody I know was surprised as it had strong buzz going in. But Bendjelloul had an extremely limited budget on the project and ended up running out of funds with only a few shots left to complete. So, what did he do? He snagged the 8mm Vintage Camera app and filmed those shots with the faux filters...which matched in so completely he says you're unable to tell.\r\n\r\n&amp;quot;I started shooting this film with a Super 8 camera, like real film, which is very expensive stuff. And I completely ran out of money,&amp;quot; says Bendjelloul.\u00A0&amp;quot;One day I realized that there was this...app on my iPhone and I tried it and it looked basically the same as the real stuff.&amp;quot;\r\n\r\nHe used the iPhone to shoot directly or video off of a computer's screen to give it an even more vintage feel.\r\n\r\nAnd that allowed Searching for Sugar Man to win an Oscar yesterday. In addition to Apple to slipping in a reference to its ad, Apple featured the 8mm Vintage Camera app on its iTunes home page this past weekend.\r\n\r\n8mm Vintage Camera |App Store\r\n\r\nImage Credit:\u00A0WILLIAM WEST/AFP/Getty Images\r\n\r\nDisclosure: This article contains an affiliate link. While we only ever write about products we think deserve to be on the pages of our site, The Next Web may earn a small commission if you click through and buy the product in question. For more information, please see our\u00A0Terms of Service."^^<http://www.w3.org/2001/XMLSchema#string>
<http://thenextweb.com/apple/2013/02/25/apples-academy-awards-ipad-ad-features-app-that-helped-documentary-win-oscar/>