'The Martian' sees unique innovations in its promotion

By afaqs! news bureau , afaqs!, Mumbai | In Marketing
Last updated : October 21, 2015
Active Media Innovations attracted movie-goers with 'scientific techniques', to simulate the thrill and adventure of being on Mars terrain.

Fox Star Studios recently promoted its film 'The Martian' by providing the audiences with unique ways to experience the terrain of planet Mars. Active Media Innovations, which was hired for the activations related to the promotions of the movie, used various 'scientific' techniques like the 'Oculus Rift' technology, holography pertaining to anti-gravity, and water mapping, all of which were created with an aim to simulate the thrill and adventure of being on the Mars terrain.

The movie 'The Martian' has Matt Damon playing Mark Watney, an astronaut who is left behind on Mars due to a storm, and has members of NASA, other international scientists and his crew mates working on his rescue mission.

In the campaign that ran for ten days, one of the innovations for the Indian market involved 'Oculus Rift' a headset that processes virtual reality. It uses pre-fed content and software to simulate the terrain of Mars, also corresponding to user's movements via 3D. This device was placed at theatres in Bengaluru, Delhi and Mumbai. In Bengaluru, there was also a special screening at PVR Koramangala for some ISRO scientists who reportedly appreciated the team's research.

Oculus Rift​ device

Another inter-active innovation used a life-sized Holography station where an anti-gravity stunt was done to enhance the user experience. The third innovation, which was carried out before the release of the movie used water mapping to showcase glimpses of the movie, and create an interesting visual experience for the general public at Mahim causeway in Mumbai.

First Published : October 21, 2015
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