Apple hosted a unique press day at the Santa Monica Barker Hangar on Tuesday, utilizing a 120-degree surround screen to enhance the experience for attendees. This venue choice, typically used for various entertainment events, served to amplify the presentation of trailers for the company's future films and series.
The event featured the unveiling of the teaser for Season 2 of Monarch: Legacy of Monsters, alongside a thrilling trailer for Sugar, starring Colin Farrell. The audience reacted enthusiastically, especially during a later panel for Pluribus, which resonated with the crowd due to its impactful sound design.
Despite the excitement, Apple has restricted press engagement, limiting opportunities for substantial coverage. Recording of the panels was prohibited, and audience questions were filtered through QR codes, likely pre-screened by Apple staff. This format reflects a broader trend among media companies to maintain tighter control over press events.
Notably, celebrities including Jonah Hill, Keanu Reeves, Cameron Diaz, and Matt Bomer made appearances, adding to the star-studded nature of the day, although it was clear that the event was heavily curated.