Apple is no longer the only tech giant courting the entertainment world. Google is also venturing into the fold, but with a very different approach. Far from the spotlight, the Mountain View firm is moving forward under the radar with a production company called 100 Zeroes. Its goal? To attract younger generations by presenting its technologies as trendy, desirable, and in step with the times.
Google creates 100 Zeroes, a discreet but ambitious production company
While Apple proudly affixes its name to every Apple TV+ production, Google opts for subtlety. 100 Zeroes, an enigmatic name for the general public, is actually a mathematical nod to the very origin of the word "Google" (a googol designating 10 to the power of 100, or a 1 followed by one hundred zeros). Behind this name lies a clear ambition: to craft stories that showcase Google's technology, without resorting to flashy promotion.
Far from simply slipping Pixels or Nest speakers into the mix, 100 Zeroes intends to tell stories where Google products fit naturally into the narrative. To achieve this, the firm has partnered with Range Media Partners, an established Hollywood player known for supporting projects like "Longlegs" and "A Complete Unknown." The partnership aims to produce films and series capable of projecting a positive imagery around Android, far from the technological dystopia of Black Mirror.
A strategy to make Android more attractive to young people
The target audience? Young adults, often perceived as more attracted to Apple's refined universe. To win back this segment of consumers, Google is counting on the power of fiction. The challenge isn't just about awareness: it's about changing the perception of Android, which is often seen as functional but not very "cool." By focusing on immersive content that integrates augmented reality, visual search, and spatial navigation, Google wants to embody innovation.
Rather than broadcasting these works on YouTube or Google TV, the company favors major platforms like Netflix or traditional studios. A strategic choice to reach a wider and more diverse audience. This isn't just product placement, but a long-term image operation. If the move is successful, it could make Android a cultural product in its own right, not just an operating system.
Source: Business Insider
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