General Magic
General Magic

General Magic

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Competition Documentary Feature

General Magic

Directed by: Matt Maude, Sarah Kerruish

USA/UK, 2018, 93m

Florida Premiere

*General Magic talent in attendance for second screening

*True Stories by Joe talent in attendance for all screenings


Failure can change the way the world works. In 2011, Forbes magazine posited an intriguing question: “General Magic: The Greatest Dead Company in Silicon Valley?”  But what is General Magic? Born in 1989, this startup spun off from Apple to envision smartphones and the way we communicate today well in advance of rampant cell phones and the proliferation of the World Wide Web. Unfortunately, their failure to realize the magnitude of the Internet derailed their success in a way that they would never bounce back from. Through archival footage of the entire conception, development process, and execution, a tragic story unfolds about the brilliance of humans when they just decide that something is going to be made. We all know Google, Android, and Facebook, but this is the story of another company that just as easily could have been a household name. These designers, engineers, and entrepreneurs saw the future decades before it happened. Inspiring and fascinating, General Magic captures the spirit of those of us who dare to dream big and the life-changing consequences when we fail, fail again, fail better, and ultimately succeed.

preceded by

True Stories by Joe

Joe has a lot of stories. Joe may not be refined as he tells us the tales of a life in Italian Harlem in the 1940s, but he’s awfully funny.

USA, 2019, 8m, Directed by Joe Zito