Fame Adlabs has got together with Asian Paints to
execute Madison Media’s idea of introducing an interactive movie
poster in theatres. The Wits Interactive developed technology
‘iframe’ is the latest in movie promotion displays in cinema. The
concept is not just India’s first interactive movie poster but makes
its mark in Asia for the first time.
“Introduce interactivity and any communication
message becomes more effective,” explains Rajiv Gopinath, Media
Director, Madison Media, “With this idea not only have we created a
clutter break in context to the various movie displays in the
theatre but also the manner in which these brands are correlated is
also significant.”
The display is like a screen built in a wall in the
theatre. The wall is endorsed by Asian Paints, playing on the
brand’s communication of ‘anything special deserves a ‘Royale’.
Throwing more light on these associations, Gopinath explains, “Asian
Paints association with something special comes across with this
initiative. This screen will display only high class movies and thus
the treatment of premium.”
And what does Fame Adlabs gain? “We are constantly
working on ways that enhance viewers’ cinema going experience,” says
Deepak Netram, National Sales and Marketing Head, Fame Adlabs, “With
this, we house revolutionary technology in movie displays and
promotions. Importantly, it indicates to clients that theatres
provide an ideal and optimum space for promoting their messages and
making their presence felt for select targets and this makes a
considerable difference.”
Coming to the technology itself, ‘iframe’ uses
Intelligent Content Distribution Architecture (ICDA), a proprietary
technology developed by WITS Interactive Pvt. Ltd. to deliver an
engaging experience to the cinema going audience by converging
different promotional media like print, multimedia and film.
‘iframe’ powered by WIT engine, makes the content intelligent and
beams full motion promos on detecting the presence of its audience.
The standby mode of ‘iframe’ is a static poster
with a minimum animation built in to attract the viewer towards the
poster. Once the viewer comes within a pre-defined range of the
poster, the sensors within the poster detect human motion and the
static poster breaks into a motion film. The motion film continues
for a pre-programmed time period after which it again breaks into
the standby mode till it detects the next movement. With special
features like voice activation and personalisation soon to be
incorporated, ‘iframe’ aims at creating a buzz in movie display
promotions.
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