Movie promos go hi-tech - film trailers interact with audiences

MUMBAI: Dubai-based 'brand entertainment' firm Immersive Media Solutions (IMS) has created a unique form of movie promotion --- taking a Hollywood blockbuster's central theme or character, and allowing it to interact with audiences at Nightclubs and public spaces.



IMS held a "3D dance party" while simultaneously promoting the recently released blockbuster Shrek 3D. IMS, in a tie-up with the movie label's home-video distributor in the UAE and the Grand-Hyatt Dubai's premiere nightclub - MiX - got audiences to dance along with characters from the movie.



Video samples from the movie trailer and Shrek3D were sequenced live and in sync with the DJ music being played at the club. This was then projected on plasma screens and a video projection wall in the premises.

The official release informed that the "interaction" came with a camera picking up the audiences and placing them "in the movie scene" with the characters superimposed over. Club patrons were treated to Shrek mimicking and dancing to popular R&B song tracks, in real-time in full 3D. Special disposable 3D glasses were given to club patrons on arrival for viewing the 3D action on-screen.

This is mainly made for direct interactive brand awareness in an entertaining manner for the home-video release of the film. IMS is also aiming at acquiring similar tie-ups with Hollywood studios for promotions of other block buster movies, based on the current crop of super-hero films and themes, taking them into nightclubs and events in the UAE and India.

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