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Snap neglected them last time around and ended up with few pieces of flagship Spectacles content.
Spectacles content is shot in circular video so you can spin your phone to see it in portrait or landscape, but you can't turn around in a sphere.
Eventually, perhaps they could automatically give everyone a mustache, highlight your friends in a crowded room, let you watch other people's Spectacles content like you were seeing through their eyes, or host a developer platform with untold applications.
The inability to dump footage directly to your phone's camera roll, and the incompatibility of its round media format with other social networks, means it's tough to share your Spectacles content anywhere else while making it look good.
While it makes sense why Snap might have wanted to keep the best Spectacles content viewing experience on its own app, without user growth, that's proven a software limitation for what's supposed to be a camera company.
Seeing Spectacles content on other apps without ugly borders could draw attention back to Snapchat, or at least help Spectacles sell better than v1, which only sold 220,000 pairs and had to write-off hundreds of thousands more that were gathering dust in warehouses.
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It did little through event marketing or in-app promotion to encourage Spectacle content creation.
Did you see them in "Doubt"?Ms Dowd's involvement is fitting, as this may be the sorriest spectacle of content-free public hyperventilation since Al Gore's earth tones.
You would say that the spectacle had a content.
By the mid -'70s, the basic elements of an Oscarizable film were fixed in place: literary value, social criticism, grand spectacle and mature content, to be mixed and matched at will.
In the focused light of the 1968 national television camera, the seeds are planted for our present media landscape, when the spectacle trumps the content of argument.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com