Jack Black: the smaller the screen, the harder it is to hold attention
Comedian, producer and actor Jack Black has suggested that it is more difficult for brands to hold people’s attention with small screen devices such as mobile phones.
“I often think about the way I consume content. The smaller the screen, the shorter my attention span,” he told his audience in a session titled ‘The new world of online content – appealing to the habits of today’s consumer’ at the Cannes Lions festival today.
“When I’m looking at my phone, I don’t want to be doing so for long,” he said.
Black added that the appetite is growing among consumers for short-form content.
“We’re no longer averse to five to ten-minute short films for comedy nuggets,” he said. “Anyone can create a short funny song in ten minutes that can have a big impact.”
Black is known for his roles in Hollywood films such as High Fidelity, School of Rock, King Kong, Nacho Libre, Tropic Thunder, Bernie, and the Kung Fu Panda.
He has since branched out into shorter form content, producing short films Drunk History and Prop 8: The Musical.
With all due respect to an actor/comedian/writer/performer, stating the somewhat obvious isn’t he? Despite the fact I watch (and every other person it seems on my morning tram) a 45minute-1hour program via catch-up TV on mobile. Would I watch the same length of branded content? Well, it would have to be darn good. And I doubt marketers are looking to increase production spend…
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I think Jack is right consumption of content depends on the platform. And with all due respect to bob, you watching 45 minutes of content on your phone?
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on the tram. I love iview.
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I always watch full length contentt on my phone – why not? Consumption depends on occasion …
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This article failed to mention Jack’s best work… with his band, Tenacious D
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