Tag Archives: Texting

Volkswagen Public Service Ad Makes Impact In Cinemas

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Please Note: To experience the full intent of the advertisement being discussed, it is advised to watch the spot, embedded above, before reading this post.

These days for an advertising campaign to be considered a success it has to not only has to reach a large percentage of its intended audience, it often must work across multiple platforms. German auto manufacturer Volkswagen is providing us with a perfect example of such an ad campaign with a spot they created to prevent texting while driving.

The public service announcement, produced in collaboration with the international ad agency Ogilvy & Mather, is currently being shown in Hong Kong cinemas before movies. In fact, the ad was created to be shown specifically in movie theatres. That in and of itself isn’t necessarily unique, sincere there have been many ad campaigns produced solely for cinema, though in the case of VW’s spot, the effectiveness of the advertisement relies on being shown in a movie theatre.

In addition, the interactive nature of the ad means that it can’t just be dumped into a preshow at any old cinema, but rather one setup with a close-range, location based mobile messaging broadcaster. Let me explain.

The spot was setup to play before a film at the MCL Cinema in Hong Kong. VW and Ogilvy then filmed the presentation of the ad as shown in the clip above this post. It starts out with cinema patrons entering the theatre and auditorium, then shows them watching the advertisement on screen. The ad features a driver’s point-of-view through the front windshield of a car as they speed along a country road. The audience looks relatively bored. That’s when somebody is shown using a computer to broadcast a text message, an SMS, to all the mobile phones in the auditorium. When we cut back to the audience we can hear everyone’s phones vibrating and chirping as they receive the text message. Naturally, moviegoers reach for their phones curious to see who is pinging them and a second or two after their devices light up…. CRASH! The car on screen has swerved off the road and smashed into a tree, shattering the windshield.

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Daily Cinema Digest – Tuesday 10 June 2014

MI-Horizon3D

MasterImage3D – The licence-free 3D company will be showcasing its new MI-HORIZON3D cinema system, which promises a 33% light efficiency and 0.8 throw ratio, at CineEurope 2014.

Show your 3D movies in the best possible light. Our new MI-HORIZON3D cinema system takes 3D to new levels of brightness and picture quality — with better light efficiency, more vivid colors, and sharper images than any other 3D system.

See the brightness for yourself. Get a demo of the MI-HORIZON3D at CineEurope, June 16-19.

DepthQ - CineEurope 2014

And just so you know that we don’t do favouritism here at CJ, DepthQ tells us that they will be exhibiting too. Send us your press releases and you are pretty likely to get coverage. Volfoni didn’t send us theirs, but we will give them a mention nonetheless, though without graphics.

At this year’s CineEurope in Barcelona June 17th – 19th, Volfoni will showcase their game-changing 3D cinema system: SmartCrystal™ Diamond. First announced at CineAsia in December 2013, this system follows the success of their previous 3D systems (SmartCrystal™ Cinema Vertical and Horizontal), which are already installed in over 1000 locations worldwide.

Designed in Europe, and powered by Volfoni’s unique “Triple Beam” technology, the brightness achieved by the Diamond surpasses all other passive 3D systems in the market, with an amazing light efficiency (LEF) of 30%.  LINK

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Alamo Drafthouse Anti-Texting PSA Goes Viral

The Alamo Drafthouse has gained quite a reputation over the past couple of years as one of the countries best movie theaters. Entertainment Weekly hailed it as the best movie theatre in America and Wired.com went a step further by calling it the “Coolest Movie Theater in the World”. Besides being known for an eclectic mix of programming which is served up alongside beer and barbecue, founder Tim League has also built the Alamo Drafthouse’s reputation through Fantastic Fest, an annual film festival specializing in horror, action, fantasy and science fiction titles.

But if you ever get a chance to visit the Alamo Drafthouse, you may not want to reach for your mobile phone whether it’s to make a phone call or text a friend.

Earlier this week the Alamo Drafthouse gained even more notoriety after a creative anti-texting public service announcement turned into a YouTube viral video. According to a post on the theatre’s website, a patron had to be expelled from the Drafthouse recently after she wouldn’t stop texting in the middle of a movie. Even though the Alamo Drafthouse has a strict zero tolerance policy when it comes to talking or cell phone use during movies, the moviegoer continued to text after being given two warnings to give her thumbs a break. So, Drafthouse employees tossed her to the curb without a refund.

Apparently, the audience member was none too pleased at this turn of events and called the Drafthouse to leave a profanity laden voicemail. The audio from the voicemail turned out to be the perfect soundtrack for League’s PSA, which can be viewed above or on YouTube. (Warning: The patron’s choice of language makes this video a textbook definition of NSFW – Not Safe For Work).

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