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‘Experiment Five’ project. Five communication in 2011. OBJECTIVE: Communicate new FIVE REACT as a First-Ever-Done revolutionary product with unique ‘everyone experiences it differently’ sensation. So, what’s the idea of Experiment?. Five initiates an experiment with human senses…. - PowerPoint PPT Presentation
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‘Experiment Five’ project
Five communication in 2011
OBJECTIVE:Communicate new FIVE REACT as a First-Ever-Done revolutionary product with unique ‘everyone experiences it differently’ sensation.
RULE 1. Use existing 30-second episode as a beginning;
RULE 2. Main hero of each story receives black envelope with mysterious photo which forces him/her to make a
CHOICE, triggering further plot development.
So, what’s the idea of Experiment?
…and inspires 5 directors to shoot five 5-minute movies following only 2 rules…
Five initiates an experiment with human senses…
5 DIFFERENT STORY CONTINUATIONS ILLUSTRATING UNIQUENESS & INDIVIDUALITY OF OUR SENSES.
EXCITEMENT FROM CHALLENGING OPPORTUNITY TO CHOOSE
Igor Voloshin
Being a singer and producer in his youth Igor became famous of Nirvana movie which obtained ‘best debut’ prize at main Russian film festival Kinotavr
Alexander Veledinskiy
Critics have noticed him back in 2001 after his debut short film collected some prizes at international festivals. But the true fame was brought with Brigada serial where he took part as a screenwriter. Widely known films – Zhivoy, Russkoe
Alexey Popogrebskiy
Grand-prix and prizes of all main Russian festivals, 2 prizes on Berlinale 2010 and London film festival for his last work
Andrey Zvyagintsev
Certainly the most titled and famous Russian movie director announced himself at the early 2000. Won Cannes Film Festival special award in 2011.
Petr Buslov
His graduate university work became one of the main cinema event of the 2003. Since then he filmed sequel and a short film for the first Russian film almanac and preparing to demonstrate most anticipated movie of 2011 - Visotskiy
5IVE directors
5IVE movies
ATLANTICAA thrilling story of lighthousekeeper who is obsessed withmysterious “SOS” signals he keeps receiving for years.
PORTRAITA story about power of inspirationthat forces an artist to make themost unexpected choice.
BLOODROP (3D)Visually beautiful story about parallel universe, which main hero dares to discover. 3D-technology leveraged in FED way.
MYSTERYVery close-to-life story, showing
that some closed doors hide much bigger mystery than you
can imagine and it’s better to leave them unopened.
SUNRISE/SUNSETMetaphysical story about a writerwho sees 2 alternative scenarios ofhis life and makes a choice to become totally different person.
INTRIGUE STAGE WITH NEWS LEAK
REVEAL STAGE WITH MOVIE PREMIERE
ROLL-OUT STAGE
Communication plan
NEWS LEAK IN TOP AFFINITIVE MEDIA
MOVIE IS PRESENTED AT THE CLOSED
PREMIERE
ENGAGING TA VIA MASS DIGITAL BANNER
CAMPAIGN, ONLINE SEEDING & SOCIAL MEDIA
MOVIE IS PARTICIPATING IN SHORT FILM & AD
FESTIVALS
POST PREMIERE PR. FIVE MOVIES IN CINEMA
THEATRES.ON-LINE PREMIERE & FURTHER ACTIVATION
OF TOP AFFINITIVE MEDIA
CRM AMONG 500 TOP CELEBRITIES
REVEAL STAGE. MOVIE PREMIEREAn event in format of a closed movie premiere for 350 guests – celebrities, film fans, actors and directors and key journalists was held at 21st March 2011 in “35mm” cinema theatre, well known for highly conceptual repertoire.
Continuing the theme of the Experiment the closed movie premiere was held in an unusual environment. The whole venue of the cinema theatre was transformed , smoothly branded and enhanced by interactive art-installations inspiring guests with new and unexpected sensations.
REVEAL STAGE. ON-LINE PREMIERE
More than 6 000 people visited the project site at the on-line premier day
ROLL-OUTENGAGING TA VIA MASS DIGITAL BANNER CAMPAIGN,
ONLINE SEEDING & SOCIAL MEDIA
MOVIE PARTICIPATED IN CINEMA EVENTS AND FILM FESTIVALS
POST PREMIERE PR. FIVE MOVIES IN CINEMA THEATRES.
OTSFOC Media partnership
Print:
Online: Online
Print:
Radio:
TOTAL OTS:27 mln
Cinema theaters