Omnivorous: NewsBreaker Live Premiere

As you know, we've been working on project with SS+K on behalf of their client, MSNBC.com. We paced the room like anxious parents-to-be, until the game was getting ready to launch at the midnight showing of Spider Man 3. Nervous as I was, I decided we should run a game early and we seemed to have enough people waiting in the theatre to give it a go. Up until now, we had only tested with 10 - 15 people, so having a hundred plus was going to be the right test. We started the game and, despite a little tech problem with the sound being to low, the audience took to it right away. There was a high score from when we did the install and this group decided they needed to beat that score. They immediately began shouting left or right and working together. Each game is three rounds and you could certainly see improvement as they moved from round to round. And, at the end of the game, they were a few thousand points short of the high score.

So, although I had hoped they'd like the game, I wasn't expecting them to be so enthusiastic! They began yelling to play again and we obliged. Right before the second game started, Sam and the team from SS+K arrived and they were able to see the audience start the second game. And, as you can see by what Sam Mazur, Vice President, Associate Creative Director of SS+K had to say:

Two nights ago was the perhaps the proudest day in my professional life. I was in L.A. to premiere a new in cinema gaming technology on behalf of my client msnbc.com, right before the midnight premiere of Spider Man 3. I can’t imagine any commercial message in the history of advertising has ever recieved a response like this.

In all, that audience played about 5 games — 15 rounds — and never lost their enthusiasm for the experience. And yes, they finally broke the high score, which I think is still standing. And most audiences have been just as enthusiastic.

We’ve now had a weekend under our belt and we’ll post most results later this week. But one thing seems clear. People like having this group, collaborative experience. And I think as we do it more, it will create a differentiation for the movie going experience. It’s a great example of the Socialization of Place.

If you’re in LA, Philly or the NYC area and want to experience the game yourself, just contact Barry Grieff via e-mail or at the office and we’ll set something up.

Look for video and additional information later this week!

Link: Omnivorous: NewsBreaker Live Premiere.

Comments

[Paul McEnany]

David- This looks so cool, and I'm really happy you guys pulled it off. I'm also extremely jealous that it's not in Dallas!

Congrats!