Premiering ahead of The Avengers, the biggest movie opening this year, was a taste of new cutting-edge technology developed by production company, Finch, that allows cinemagoers to watch two films at the same time.
This system of state-of-the-art tech, now known as 37 Degrees, has been developed by Finch's Director of Creative Technology, Emad Tahtouh.
"We've manipulated the way 3D technology currently works," explains Tahtouh, "Rather than use stereoscopic 3D glasses, we've altered the lenses so that they will only allow one camera's view, so we can control the audience experience in a whole new way."
Tahtouh is excited his year-long labour of love has finally been put to a good cause, teaming up with the Pedigree Adoption Drive and award-winning agency Colenso BBDO. The 37 Degrees technology was debuted last week at Hoyts cinemas in New Zealand ahead of the release of The Avengers film.
Moviegoers were given the patented glasses on entering the cinema. If they made a donation they received a yellow pair, if they chose not to donate, they received a red pair. Everyone then witnessed the plight of an abandoned dog named Buzz. The yellow donation glasses allowed the audience to see the subsequent rescue and nurturing of Buzz back to health. The viewers wearing the red glasses saw the world without the effect of the adoption drive, witnessing Buzz's bleak future should he never find a home.
Describing the experience, one spectator said, "It's fantastic, I can't believe someone has actually done something like that." Another simply called it, "Amazingness."
Finch Managing Director Rob Galluzzo is looking at the future of the technology, "We have been asked to present to an extremely influential and international industry audience which we are thrilled about. I will be discussing the technology's other applications. Used for subtitles, it will enable three different language speakers to sit together in a cinema and watch a film together, so the possibilities are endless."
Agency: Colenso BBDO, Auckland
Country: New Zealand
Director: Nic Finlayson
Creative Chairman: Nick Worthington
Creative Director: Levi Slavin
Art Director: Jae Morrison
Copywriter: Levi Slavin
Producer: Phil Liefting
Production company: Finch
Executive Producer: Rob Galluzzo
Sound Design: Franklin Road
Group Account Director: Scott Coldham
Agency Producer: Jen Storey
Editor: David Coulson
Senior Account Manager: Dave Munn
Creative Technology: Emad Tahtouh
Music: Lullable (Donnelly) courtesy of Mushroom Records, performed by SJD, courtesy of Round Trip Mars