Tuesday, October 20, 2015

The predictable present

Tomorrow (21st October 2015) being the day to which Marty McFly travels in Back To The Future II, the BBC's Leo Kelion has assessed how accurate the film's vision has turned out to be. In summary, pretty perceptive - certainly more so than this assortment of French artists were at the turn of the century. Vehicles running on waste, wearable tech, drones, 3D technology, even hoverboards: all now exist despite no doubt seeming utterly fanciful at the time.

With his focus on technology, one related observation that Kelion doesn't explicitly make is that branding is ubiquitous. All of the futuristic products seem to be prominently plastered with brand names: JVC, Texaco, Black & Decker, AT&T, Nike. That in itself is prescient - though in all likelihood merely the consequence of offering companies the opportunity to associate themselves with a spirit of innovation and receive exposure to cinema audiences worldwide via a successful film franchise.

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