| Filosofía | We all feel the same basic emotions: fear, anger, surprise, disgust, sadness and happiness. And no matter where you are from you don’t just see a film, you feel it. So using the human face as a display, emotional data collected from film critics and an innovative use of technology, we created movie trailers that spoke every language. The Emotional Trailer. |
| Resultado | To do this we first held special preview screenings with movie critics to capture the 6 key human emotions of fear, anger, surprise, disgust, sadness and happiness for every film at the festival via our custom mobile app and biometric sensors. This data created an Emotional Script condensing an entire 2 hour film into under one minute. The data was then fed via electric stimulation into the facial muscles of willing participants to act out the emotional arc of an entire film, using the human face as a display. Before each film at the festival, audiences experienced the Emotional Scripts in a custom-built movie chair we called the Emotion Simulator. The simulator sessions sold out within two days. These experiences were filmed, creating Emotional Trailers for every film at the festival, that the audience in the cinema, watching the live stream or on social media, could book tickets directly from.The highest ever sales results in MIFF’s history. The Emotional Trailers drove an 800% increase in social shares. Tickets to preview films sold out within two days. The excitement around the Emotion Simulator and Emotional Trailers drove the following festival records. 800% Increase in social shares for the festival Biggest ticket sales in MIFF’s 65 year history $30,165,012 in earned media Number 1 attraction at the festival 14 million people reached 40% Increase in mobile traffic to websiteThe truth is, great films move people – they make people think and feel often for days after the event. The most compelling truth comes from a much simpler insight: We all feel the same basic emotions, fear, anger, surprise, disgust, sadness and happiness. And the consumer insight is simple: No matter where you are from you don’t just see a film, you feel it. So when you’re trying to sell numerous films in several languages without any familiar cast or crew we had to show people what they would feel throughout and as an outcome of a film. With that in mind, our strategy was simple. We wanted to leverage from the universal language of emotion. The language of emotion was to be used to transcend language barriers and show a compelling but universal way to communicate the essence of each film at MIFF. |