09 Mar 10

The horror, the horror....create your own at a cinema near you

by Andrew Niven, MediaCom Beyond Advertising

‘Last Call’ is the first ever interactive horror movie to be shown in cinemas, using sophisticated software and mobile phone technology to blur the boundaries between game and film.

A branded content project by German murder mystery TV Channel ‘13th Street’, cinema audiences get to dictate the on-screen action using their mobile phones. To participate in the adventure, audience members submit their mobile phone numbers to a speed dial code when they buy their ticket. The moment, on screen, when the main female character takes out her phone to call someone who might be able to help her, the film's specially developed software contacts one of the submitted mobile phone numbers.

Once the film-goer picks up, he hears the actress's voice, who tells him she would be lost without him. He has to help her escape by choosing a path through the old, rundown sanatorium. Furthermore, he also decides whether she should help other victims to flee the scene -and every single choice shapes her fate. The dialogue between the movie's main actress and an audience member leads to a different film, and outcome, every time: sometimes happy, sometimes gruesome.

If only this technology had been available for ‘Leap Year.’

Sourced from brand e-biz and base76.com