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Jack Black: the smaller the screen, the harder it is to hold attention

Jack BlackComedian, producer and actor Jack Black has suggested that it is more difficult for brands to hold people’s attention with small screen devices such as mobile phones.

“I often think about the way I consume content. The smaller the screen, the shorter my attention span,” he told his audience in a session titled ‘The new world of online content – appealing to the habits of today’s consumer’ at the Cannes Lions festival today.

“When I’m looking at my phone, I don’t want to be doing so for long,” he said.

Black added that the appetite is growing among consumers for short-form content.

“We’re no longer averse to five to ten-minute short films for comedy nuggets,” he said. “Anyone can create a short funny song in ten minutes that can have a big impact.”

Black is known for his roles in Hollywood films such as High Fidelity, School of Rock, King Kong, Nacho Libre, Tropic Thunder, Bernie, and the Kung Fu Panda.

He has since branched out into shorter form content, producing short films Drunk History and Prop 8: The Musical.

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