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In 1997, when Iranian filmmaker Abbas Kiarostami was forced to do some last minute re-shoots for his picture The Taste of Cherry, he used digital video equipment for the first time and was immediately taken by the ease and flexibility of working with the format. Becoming an outspoken advocate of digital filmmaking, for his 2002 project Ten, Kiarostami shot the entire picture with a single camera mounted on the dashboard of a car. Using this notion as a jumping-off point, 10 on Ten is a documentary by Kiarostami in which he discusses his philosophies and ideals pertaining to his methods of filmmaking while driving through the countryside outside Tehran, talking into a camera mounted on the dashboard of his car as the locations where he shot The Taste of Cherry pass by. 10 On Ten premiered at the 2004 Cannes Film Festival, where it was screened as part of the "Un Certain Regard" program.