Future and Communication in Film: an “e-(motional)” matter!

This year, during the 67^th 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 1^st of September to the 11^th 2010 during the 67^th 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.

http://stylestarlounge.com

E-(MOTIONAL): il video interattivo a Venezia.

Futuro e comunicazione nel cinema: una questione “e-(motional)”.

Venezia, 30 Agosto. Quest’anno alla 67° Mostra del Cinema di Venezia, nella Style Star Lounge sarà presentato  e-(motional), il video interattivo di nuova generazione ideato da Moda e Tecnologia e promosso in collaborazione con Armosia, partner del progetto.

E’ stata proprio Armosia infatti, agenzia di comunicazione leader nel product placement in Italia, a cogliere in anticipo rispetto agli altri, il vero concetto di innovazione che la nuova tecnologia di e-(motional) rappresenta: le sue applicazioni sono molteplici, ma soprattutto nel mondo del web l’utilizzo dell’interattività direttamente nei  trailers dei film può apportare un grande valore aggiunto.

E’ questo il nuovo passo verso il futuro della comunicazione cinematografica: oltre il 3D, la nuova frontiera è l’interazione tra l’utente e le immagini, che porta alla scoperta di tutto ciò che ruota intorno al film.

Sarà “Maschi contro Femmine”, il nuovo progetto di Fausto Brizzi, a sperimentare il primo trailer interattivo, grazie alla proposizione del progetto da parte di Armosia: le locations, i brand e gli stessi personaggi del film, saranno oggetto di e-(motional).

Si tratta di un sistema rivoluzionario che consente agli utenti, durante la visualizzazione di un trailer dal pc o dal telefonino, di ottenere  informazioni aggiuntive sugli oggetti e sulle situazioni presenti nel film, ed inoltre di essere indirizzati direttamente ai siti ufficiali esterni, per scoprire ulteriori dettagli o effettuare acquisti.

“L’applicazione del video interattivo e-(motional) al mondo del cinema ” – spiega Francesco Romeres, C.O.O. di Armosia, società leader nel product placement-  “non solo segna un nuovo passo verso il futuro della comunicazione del web 2.0, ma si rende interessante su più versanti perché si pone come strumento di intermediazione tra gli interessi delle distribuzioni, aziende, produzioni e delle agenzie di comunicazione che ne coordinano i rapporti”.

Per le aziende, è sia un nuovo canale di comunicazione con la conseguente estensione e completamento del concetto di product placement cinematografico applicato al web,  sia una potenziale opportunità di sviluppo del canale di e-commerce interattivo, perché il link può puntare anche alla home page di un sito dal quale i prodotti e i servizi possono essere acquistati.

Le produzioni possono trovare nel trailer interattivo, una nuova forma di collaborazione con le aziende e quindi un’ottima opportunità di recepire un incremento di investimenti nel product placement da parte di quei brand che credono in questa nuova forma di comunicazione ed advertising.

Per le distribuzioni invece, la costruzione del trailer interattivo, rappresenta un nuovo modo di promuovere il film entrando in relazione con il proprio pubblico; ora sarà possibile coinvolgerlo attivamente all’interno del film ed instaurare un rapporto più confidenziale permettendogli di accedere ai contenuti e alle informazioni sulle locations o sugli attori in modo del tutto innovativo e bidirezionale.

E’ proprio questo percorso a segnare il successo del lancio del trailer interattivo di Maschi contro Femmine: mentre le scene scorrono, l’utente può scoprire con un solo click dove sono state girate le immagini del salvataggio delle balene  o saperne di più sull’ufficio di Impresa Semplice (placement operato da Armosia) in cui Nicoletta e Renato lavorano e si innamorano.

Marina Garzoni, Founder & C.E.O. di Moda e Tecnologia aggiunge: “Emozione e movimento sono le parole chiave di questo  nostro prodotto innovativo  creato dopo aver a lungo osservato i comportamenti degli utenti ed il loro mutamento. Negli ultimi  3 anni c’è stata una forte accelerazione dei social media e dello scambio di info; i consumatori ed i fan di attori e marchi sono sempre più attivi in internet non solo nella ricerca delle informazioni, ma anche nella loro diffusione. Abbiamo pensato a un prodotto che rivoluzionasse l’approccio da parte dell’utente verso l’advertising e  l’e-commerce, aprendo nuove opportunità per il product placement.”

Moda e Tecnologia  ed Armosia saranno  a disposizione per incontri one-to-one, demo ed interviste  dall’ 1 all’11 settembre  2010  durante la 67° Mostra del Cinema di Venezia, presso la meeting room della Style Star Lounge, 300 metri quadri presso Hotel Excelsior Lido, area piscina. Dalle ore 11.00 alle 20.00.

Fonte:

MODA E TECNOLOGIA/ STYLE STAR IS PROUD TO ANNOUNCE ITS ENROLLMENT IN MICROSOFT BizSpark(tm) PROGRAM.

read more about Style Star by Moda e Tecnologia.

What is Microsoft® BizSpark™?

Microsoft BizSpark is a global program designed to accelerate the success of early stage Startups.

BizSpark provides software, support and visibility to Startups:

Software: BizSpark provides entrepreneurs fast and easy access to current full-featured Microsoft development tools and productions licenses of server products, with no upfront costs and minimal requirements.

• All the software included is equivalent to a Microsoft® Visual Studio® Team System Team Suite (VSTS) with MSDN® Premium subscription. Additionally, VSTS Team Foundation Server (Standard Edition) is available for use by the entire development team.
• Expression® Studio Version 2
• Production use rights to host a “software-plus-services” solution (developed during participation in the BizSpark Program, on any platform) over the Internet, with regard to the latest versions of Microsoft products including:
  • Microsoft Windows Server® (all editions up to and including Enterprise)
  • Microsoft SQL Server® (all editions)
  • Microsoft Office SharePoint® Portal Server
  • Microsoft BizTalk® Server
  • Microsoft System Center for managing hosting server operations.
• In addition to the core program offering, BizSpark startups may be eligible for other Microsoft offerings, such as Virtual Earth
• Startups may also work with a BizSpark hosting partner to deliver their software–plus-services solution using the latest Microsoft server products. For specific details on technology offerings and hosting scenarios refer to the Microsoft BizSpark Program Guide for Startups (Appendix A and Appendix B).

Support

• Community-driven support (guidance, resources and mentoring) by Network Partners, active members of the global software ecosystem who are qualified to provide support and advice to Startups
• Professional Support from Microsoft: Two technical support Incidents per Startup and Access to MSDN, online library, etc.
• Unlimited email support, online training and invitations to local technical events for entrepreneurs working with early adopter technologies, like Windows 7, Silverlight, Azure and SQL Server 2008.

Visibility

• Each BizSpark Startup will have the opportunity to profile their organization in the BizSparkDB, an online Startup directory, hosted on the Microsoft StartupZone web site. Startups will get exposure to potential investors, partners and customers around the world.
• Opportunity to be highlighted on the BizSparkDB as a featured company and be promoted as a BizSpark Featured Startup on the Microsoft StartupZone website.

An eligible Startup must have the following characteristics at the time of joining:

• Actively engaged in development of a software-based product or service that will form a core piece of its current or intended business[1],
• Privately held,
• In business for less than 3 years at the time of enrollment[2], and
• Less than US $1 million in annual revenue [3].

To be eligible for Production License rights, Startups must also be developing a “software-plus-services” solution (on any platform) to be delivered over the Internet.

[1]Startups cannot be in the business of providing services to others such as hosting, web agency, system integration or outsourced development.

[2]Startups who are actively engaged in software development but have not yet completed the formalities of establishing a business are also eligible for entry into BizSpark.

[3]This requirement has been adjusted to add local variances calibrated to local economic conditions in the startup’s place of business, below. If a Startups’ place of business is not listed below, then the revenue limit is US $1 million.

source: graziadaily.co.uk

Cheryl Cole L’Oreal Paris Augmented Reality

GRAZIA GOES AUGMENTED REALITY WITH CHERYL COLE!

Remember how much fun we all had with our high tech Augmented Reality antics waaay back in March?

Well guess what? In this week’s issue of Grazia, a certain Miss Cheryl Cole is getting in on the Augmented Reality scene, courtesy of L’Oreal Paris.

Yes, those discerning types who have purchased the latest mag, will find a double page spread of La Cole looking fox force five in possibly the glossiest lipgloss you’ve ever seen (that’ll be GlamShine Reflexion in Sheer Cassis from L’Oreal Paris, then). The ad also features a large clapperboard symbol, and that is the magic trigger that, when held up to your computer’s webcam, will launch an exclusive three and a half minute behind-the-scenes video featuring Cheryl on the latest L’Oreal TV commercial shoot. The advertisement was directed by Jake Nava, the man behind  Beyonce‘s most memorable RnB music videos, such as Single Ladies and Crazy In Love, no less. And Grazia is giving you a sneak peek, because the commercial doesn’t air on TV until June 9th!

So grab the current issue and watch Cheryl Cole step off the page and come to life…

www.lorealparis.co.uk/cheryl

Miss Dior Cherie, In 3-D

A new Dior commercials by Sofia Coppola uses Augmented Reality tools.

via style.com

Photo: Courtesy of Parfums Christian Dior

It looks like Alice in Wonderland-themed cosmetics ranges aren’t the only way the 3-D movie spectacular has infiltrated the beauty world. Dior has just released a new “augmented reality” Web site for its Miss Dior Cherie perfume to bring the popularity of three-dimensional technology to fragrance. The idea is to provide a live direct or indirect view of a physical real-world environment with elements that are enhanced by computer-generated imagery. In this case, the physical real-world environment is a colored picture of the Dior fragrance ad that you can print out from your computer. Once it’s printed, you simply hold it up to your Web cam to reveal a pop-up book version of the image on your screen. From there, all the newly visible elements are clickable, including a bouquet of flowers that leads you to information about the feminine eau’s floral notes (which include violet, pink jasmine, and strawberry leaves) and a camera icon that takes you to a cut of Sofia Coppola’s fantastically happy commercial for the scent starring Maryna Linchuk. The short film itself is not in 3-D, unfortunately, but we would happily don a pair of those black-rimmed, cornea-bending glasses to watch its scenes of candy-colored macarons and warm Parisian sunlight jump out right in front of our face. Virtual reality can be oh-so satisfying.