Future and Communication in Film: an “e-(motional)” matter!
This year, during the 67th Venice Film Festival, in the Style Star Lounge, e-(motional) will be presented; the interactive video of the next generation. Created by Moda e Tecnologia and promoted in collaboration with Armosia, project partner.
It was in fact Armosia, communications agency and product placement leader in Italy, to pick up on the true concept of innovation that the new technology of e-(motional) represents. Its applications are numerous, but, above all, the use of the interactive component on the net, directly applied to movie trailers can be a great added value.
This is the next step towards the future of film communication: beyond 3D, the new frontier is interaction between the user and images, that leads to the discovery of all that rotates around the movie.
Fausto Brizzi’s “Maschi contro Femmine” will be the first movie to experiment with this technology. The trailer will be the first ever to be interactive thanks to Armosia’s proposition of the project . The locations, the brands and the same actors will be subjects of e-(motional).
E-(motional) consists in a revolutionary system that allows users to select objects, during the viewing of the trailer from a pc or mobile device, and immediately obtain information on their selections, be those products, locations or situations. Furthermore this system gives the opportunity to link the products selected in the trailer to the official website in order to obtain additional details or even purchase the product.
“Applying the interactive video e-(motional) to the movie industry” explains Armosia’s C.O.O Francesco Romeres “not only marks a step towards the future of communication of Web 2.0 but its interesting on more fronts, for it poses as a mediation tool between the interests of the distribution, companies, productions and the communication agencies that coordinate the relations.”
For companies, it’s both a new communication channel with the subsequent extension and completion of the product placement concept applied to the web, and an opportunity to develop an e-commerce interactive channel, for the link can take to the homepage of a website where it’s possible to purchase the product.
In the interactive trailer, Productions may find a new form of collaboration with the companies and therefore an excellent opportunity take in an increase of investments in product placement by those brands that believe in this new form of communication.
For distributions on the other hand, the making of the interactive trailer, represents a new way to promote movies by establishing a relationship with the public. It will be now possible to involve the public actively in the movie and establish a more confidential relation that will permit him to access contents and information relative to the locations or actors in an original and bidirectional way.
This is the route that will mark the success of the launching of Maschi contro Femmine’s interactive trailer: As the images flow the user can discover with a simple click where the scenes of the saving of the whales were filmed, or know more about the office Impresa Semplice (Placement made by Armosia) where Nicoletta and Renato work and fall in love.
“Emotion and Movement are the key words to our innovative product created after a long observation of the users behaviors and their change” – says Marina Garzoni, Founder and CEO of Moda e Tecnologia.- “In the past 3 years there has been a strong acceleration of the social media and information exchange. Consumers and fans of actors and brands are increasingly active on the internet, not only in their search for information but also in its transmission. We thought about a product that would revolutionize the users approach towards advertising and e-commerce, opening new opportunities for product placement.”
Moda e Tecnologia and Armosia will be available for one-to-one interviews and demos, starting from the 1st of September to the 11th 2010 during the 67th Venice Film Festival, in the Style Star Lounge meeting room, 300 meters squared at the Hotel Excelsior Lido, pool area. From 11:00 AM to 08:00 PM.
