Movie people are able to write up how they want a scene to look like, then they can use things like backgrounds and crops to make a visual representation of how they want their scene to look like. Authors don't have things like props and backgrounds, so they have to put a lot of detail into their writing for readers to visualize.
When apostrophe is used as a figurative language in a poem, it gives the poem a more personalized effect as the speaker is going to call out a non-existing person, an idea, or thing. It has not been common in the 20th century, though.
