It turns out that Seamus McGarvey, the cinematographer for the upcoming Avengers flick, was misquoted in an interview with the Irish Film & Television Network last week that claimed a handful of shots in the movie were filmed with an iPhone.
"The beauty of photography or cinema is that you make every choice based on the content at hand. On The Avengers, I did a couple of shots on the iPhone and they are in the movie. In fact, they are in the trailer! I understand that sometimes there is no choice and you have to go for the cheapest option, but if you are limited for choice, you can still make poignant decisions that will effect the look of the film..."
In a follow-up interview with the Hollywood Reporter, after the original quote had started to spread, McGarvey cleared the air about his comments. While he did reference the iPhone while discussing the range of new technologies available to filmmakers, the smartphone wasn't actually used on The Avengers set, save for making calls and playing Angry Birds between takes.
"I was talking about how up and coming film makers have access to a whole range of new technologies which expand our options as filmmakers. I mentioned that the iPhone and the Canon 5d Mk2 were devices currently used on many Hollywood productions. I used the Canon on some shots on Marvel's The Avengers movie... Unfortunately, this was edited to read that I shot some of the film with the iPhone. This is not true."
Much to the disappointment of Apple's marketing team, who I'm sure would have capitalized on this revelation, Disney has also confirmed that no scenes in the film where shot using an iPhone. So for the time being it will remain a tool for covert, behind-the-scenes footage instead. Always the bridesmaid, never the bride. [Hollywood Reporter]