One thing is brand onboarding: film students don't rent the big guns for everything and if they can do a quick "shot on phone" but with a blackmagic workflow, it will be hugely attractive for them. Think of it as cosplay if you like, but it can have powerful long term effect for the brand if new generations start out on their tools. Or in terms of computers, ca year 2000, think about it as leaning C++ instead of getting good at Excel VBA.
The other thing is consistency: if you do use the big ones, but have a shot where the big camera simply cannot be used, allowing an iPhone to stand in with processing defaults defaults set up to make the footage as consistent with the regular takes as possible can be worth a lot. Sony has created the RX0 line essentially for that, as a support gadget for their film cameras. Sales to consumers are merely opportunistic side income.
Same (super convenient to easily get consistent setting) for takes that are what in software development would be considered a bugfix, takes that happen when primary filming is over. All the rental equipment has been returned, the order of the day is getting least bad results with what you have. If blackmagic has tools for this contingency and competitors don't, blackmagic will be more attractive.
The other thing is consistency: if you do use the big ones, but have a shot where the big camera simply cannot be used, allowing an iPhone to stand in with processing defaults defaults set up to make the footage as consistent with the regular takes as possible can be worth a lot. Sony has created the RX0 line essentially for that, as a support gadget for their film cameras. Sales to consumers are merely opportunistic side income.
Same (super convenient to easily get consistent setting) for takes that are what in software development would be considered a bugfix, takes that happen when primary filming is over. All the rental equipment has been returned, the order of the day is getting least bad results with what you have. If blackmagic has tools for this contingency and competitors don't, blackmagic will be more attractive.