Apple used the Oscars tonight to show off a sleek new iPad advertisement, this one appropriately focused on filmmaking and the movies.

Apple has a strong user base among the creative community, and the company wants to stay relevant by marketing its flagship products during major events. The tech titan has lost some of its luster as of late because investors have questioned its long-term prospects.

The ad emphasizes many of the apps (like iMovie or iTunes) that run on the iPad that could help a film junkie watch more movies or help a video creator do his or her job. The iPad is a great consumption device for videos, and if you really feel like it, you can shoot and edit movies on it as well.

Mobile titan Samsung also debuted a new ad right before the show that is also movie-themed and features director Tim Burton.

Check out the new Apple ad in the video above.