Tuesday, June 3, 2008

Apple Builds Secret Stage Store for iPhone Filming

secrecy, according to a ValleyWagt.

The stage was build to film a commercial that will air for Steve Jobs's keynote June 9 at Apple's Worldwide Developers Conference.

The tip ValleyWag received:
Seen over Memorial Day weekend, Apple built a full scale store on a sound stage at the Warner Bros. lot in Los Angeles. On Memorial Day they proceeded to shoot a commercial that will be part of Steve's announcement on June 9, a la Steve's favorite team at TBWA/Chiat/Day. This was no small feat. This was a full scale and fully operable store, complete with laptops, iMacs, the kids pod, software and accessories on the shelf, functional genius bar. Everything you'd see at at the Apple store, was on the lot/soundstage (same one that The Perfect Storm was filmed on) in working order. The store took 2 days to build. Tear down was complete Monday evening (memorial day). Only a handful of people were allowed to stay for the shoot and no extras/actors were seen in the "store" when the shooting commenced.

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