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General Magic

Spotlight Documentary

World Premiere

UK, USA | 92 MINUTES | English |


Documentary, First Time Filmmaker
In 1990, a new company called General Magic spun out from Apple. It took Silicon Valley by storm as rumors spread of its secret, “next big thing” project. Four years later, the company shipped its first product: a handheld, wireless personal computer—what was essentially a smartphone, even down to the emojis, all the way back in 1994. But the mid-’90s tech landscape wasn’t ready for an innovation so far ahead of its time—after all, the average consumer didn’t even have email and certainly was not prepared for 21st-century, anytime-anywhere communication. The product flopped, and General Magic shuttered.

Now, nearly 25 years later, the full extent of General Magic’s vision and influence comes into focus through Matt Maude and Sarah Kerruish’s exhilarating documentary. Combining a trove of archival footage with interviews with many of the company’s “magicians,” who have gone on to become tech pioneers, influencers, and inventors of everything from the iPhone to eBay, General Magic is a joyful celebration of failure and the importance of dreaming big—even if you’re a decade or two ahead of your time.

—Cara Cusumano


Directed by Matt Maude and Sarah Kerruish

Sarah Kerruish is a Peabody Award-winning, Emmy®-nominated documentary director and writer and the CEO of Spellbound Productions. A former magician, Kerruish gained unparalleled access to her subjects, making General Magic an intimately insightful film. Matt Maude is an award-winning director, producer, and writer, who Screen Yorkshire named one of the U.K. film industry’s “Super 8” filmmakers to watch.
Matt Maude, Sarah Kerruish
Matt Maude, Sarah Kerruish
Matt Maude, Sarah Kerruish, Jonathan Keys
Matt Maude, Jay Maude
Anna Meller, Claire Ferguson
Benji Merrison
Executive Producer
Michael Stern, Reynold D'Silva, John Giannandrea
Ceridwen Tallett, Dee Gardetti
Tony Fadell, Marc Porat, Andy Hertzfeld, Megan Smith, Joanna Hoffman, Kevin Lynch


Print Source
Ceridwen Tallett
Worcester, WR7
Phone: +447977211124
US Sales Contact
Jason Ishikawa
Cinetic Media
New York, NY 10004
Phone: 808 277 6195
Press Contact
David Magdael
David Magdael & Associates
Los Angeles, CA 90015
Phone: 213 624 7827
International Sales Contact
Jason Ishikawa
Cinetic Media
New York, NY 10004
Phone: 808 277 6195