MSNBC.com Goes Interactive in Movie Theaters
Talk about a promotional campaign for a new site: People who saw Spider-Man 3 at National Amusement's The Bridge: Cinema de Lux theater in Los Angeles last week got to play pre-movie video game dubbed NewsBreaker Live from play from their seats, as part of a promotion for MSNBC.com.
Attendees were shown a live msnbc.com RSS newsfeed on the big screen, and as each person moved either to the right or left, their collective actions controlled paddles that "smashed up" the real-time headlines with a bouncing ball, causing them to fall. Simultaneously, the audience moved to "capture" the headlines before they dropped off the screen entirely."There's a single camera at the front of the theater that's recording the audience's movements," explained David Polinchock, chief experience officer for Brand Experience Lab, which developed the game with strategic communications firm SS+K and Etcetera Edutainment, part of Carnegie Mellon University's Entertainment Technology Center. "As they lean left and right, the camera records that, puts it in the computer system, and that's how they interact with the game. So they, in effect, become the joystick...."
Msnbc.com says NewsBreaker Live is part of the site's new branding campaign--"A Fuller Spectrum of News"--that also includes a NewsBreaker online game and a NewsStream screensaver, and is backed by TV, print and online ads.
NewsBreaker Live will run through July preceding such other major blockbusters as the sequels to Harry Potter, Shrek, Pirates of the Caribbean and Fantastic 4, as well as the new Transformers.
May 10, 2007 | E-MAIL | SAVE | PRINT
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