Overnight, Apple Original Films revealed it had rented out the outside of the Las Vegas Sphere to make it look like a cat bubble backpack. This was done to advertise Argylle, Apple Original Films and Universal Pictures’ next major movie.
The feline in question is Alfie, owned by Argylle, the titular character. This is not the first time Apple has used the Las Vegas Sphere for advertising, producing a video for U2’s tour last year. This is, however, Apple’s strangest collaboration with the Las Vegas Sphere, and perfectly in line with what Argylle seems to be about.
What is Argylle?
Argylle is a spy comedy film directed by Matthew Vaughn, written by Jason Fuchs, and starring Henry Cavill, Bryan Cranston, Dua Lipa, Ariana DeBose, John Cena, and Samuel L. Jackson. It has managed to pick up a bit of a following mostly, especially on TikTok, thanks to its strange marketing and unknown author.
Argylle is based on a book that has not yet been published by a first-time author named Elly Conway, who has not been linked back to any major films or works. For a movie to be written, funded, and starring some huge names without any prior work is quite strange. This becomes more peculiar when you consider that the movie itself is about Elly Conway, who discovers her writing is starting to become true. From the outset, it seems very meta and mysterious, ripe for an audience trained in AR games and riddles. Given it is about spies, the audience becomes an investigative detective of sorts when preordering their tickets.
This is all to say it’s very conceptual marketing with a little bit of a fun twist. You can check out Argylle for yourself in cinemas on February 2 and Apple TV Plus at some point in the future.
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James is a staff writer and general Jack of all trades at iMore. With news, features, reviews, and guides under his belt, he has always liked Apple for its unique branding and distinctive style. Originally buying a Macbook for music and video production, he has since gone on to join the Apple ecosystem with as many devices as he can fit on his person.
With a degree in Law and Media and being a little too young to move onto the next step of his law career, James started writing from his bedroom about games, movies, tech, and anything else he could think of. Within months, this turned into a fully-fledged career as a freelance journalist. Before joining iMore, he was a staff writer at Gfinity and saw himself published at sites like TechRadar, NME, and Eurogamer.
As his extensive portfolio implies, James was predominantly a games journalist before joining iMore and brings with him a unique perspective on Apple itself. When not working, he is trying to catch up with the movies and albums of the year, as well as finally finishing the Yakuza series. If you like Midwest emo music or pretentious indie games that will make you cry, he’ll talk your ear off.