Movies Now uses augmented reality to promote Spectacular Spielberg festival

Media News

Mumbai, April 12, 2012

The city witnessed a complete frenzy on April 7-8 when thousands of people residing in the densely populated suburb of Malad, reported dinosaur sightings at Infiniti Mall. The ferocious Tyrannosaurus Rex was spotted feeding its babies and protecting them from the stunned witnesses.

Movies Now welcomes you to the unbelievable world of Spectacular Spielberg, where the legendary director combines technological wizardry with imagination to create the world's greatest blockbusters. It is in this very spirit that Movies Now actually recreated a dinosaur at Infiniti Mall in Malad through augmented reality. The augmented reality campaign is conceptualised and executed by Hungama Digital Media Entertainment which brought alive one of the deadliest predators to ever walk the earth – The ferocious T.Rex.

A unique initiative, it instantly captured the imagination of mall visitors and Steven Spielberg fans alike. Audiences were seen marvelling at the possibility of interacting with a digitally created dinosaur right in front of them. You must have seen these dinosaurs in Steven Spielberg's Jurassic Park, but Movies Now gave its audience a chance to meet the ferocious T-Rex in person. The interactive dinosaur built curiosity amongst all age groups. The Augmented Reality activation by Movies Now has been the very first of its kind in the broadcasting space. All those who have missed this encounter with the T-Rex, need not get disappointed as on April 14-15 you get one more golden opportunity. Just be present at Ambience mall, Gurgaon to interact with the dinosaur all day long.

Ajay Trigunayat, CEO of English Entertainment Channels, Times Television Network said, "At Movies Now, we have believed in bringing many firsts to our viewers. With the first ever HD viewing concept, to the library led movies, we have showcased the never seen before movies series like Charlie Chaplin in the English Movies Channel genre, we only look forward to offering better and bigger. Through the Spectacular Spielberg movie festival, we have put in all our efforts to keep the imaginative world of Spielberg alive. We have focused on a 360 degrees promotion, some really innovative and out of the box ideas that no other channel in this space has ever attempted. We feel immense pride in promoting and celebrating a Director and Producer par excellence and for whom only the sky is the limit".

Commenting on the Augmented Reality campaign, Carlton D'Silva, Chief Creative Officer, Hungama Digital Media, said, "With augmented reality, marketers can take the physical world and combine it with the digital world, giving both users and brands the ability to connect even further with a product. Augmented Reality is changing the way outdoor and display advertising is done across categories and brand. For Movies Now, we are using the technology for Spectacular Spielberg which will amplify the customer experience and engage an increasingly wider audience for the channel."

Starting in April, every Thursday at 9 PM for three months Movies Now will showcase Steven Spielberg's 10 most popular blockbusters. Watch these movies in HD and experience the larger than life effect of the genius in cinema that is Spielberg!

For further information, please contact:

LinOpinion

Zahabia Mahimwalla

Mobile: +9198190 51044

E-mail: zahabia.mahimwalla@loweandpartners.com