International Cinema Campaign Uses First-of-its-Kind 3-D Technology to Contrast Two Different Travel Experiences on the Same Screen Simultaneously
If you’re heading to a movie theater in New York, Los Angeles, Chicago or San Francisco to catch a 3-D showing of Finding Dory or Independence Day: Resurgence over the next two weekends, you could be among the first people in the U.S. to experience the latest breakthrough in cinema advertising technology!
Airbnb, the world’s leading community-driven hospitality company, today announced that it is taking its “Live There” campaign to theaters this weekend in a whole new way, and moviegoers will have a first-of-its-kind, immersive experience that contrasts standardized mass tourism with the unique moments of travel and authentic experiences only possible while traveling on Airbnb.
Airbnb’s “Double Feature” cinema experience will allow moviegoers to see two alternative travel experiences simultaneously by using highly specialized bifocal glasses that employ adapted 3-D technology. An onscreen message in NCM’s FirstLook pre-show will prompt the audience to put on their special Airbnb glasses and instruct them to simply tilt up or down to change experiences. The Airbnb film asks, “How do you want to see Paris? How would you visit LA? How about Tokyo? Who do you want to spend time with? And when it’s all over, what would you want to remember?” as moviegoers experience different versions of the same trip depending on their personal perspective.
“The role of creative work at Airbnb is to inspire people to desire a different way to travel, one that challenges traditional tourist clichés. This incredible use of technology allows the cinemagoer to experience advertising like they never have before,” said Jonathan Mildenhall, Chief Marketing Officer at Airbnb. “So right there, right then the Airbnb experience transports you between living like a local versus visiting like a tourist. Honestly, when my team and I went for the demo in the movie theater we were all blown away. This is the new frontier in cinematic advertising.”
Finch, an Australian production company made of film-makers, producers, and engineers, created this 37 Degrees™ innovative system that separates 2-D images so that the two images can be seen simultaneously depending on the viewer’s chosen perspective. This patented technology behind Airbnb’s “Double Feature” campaign has creatively eliminated the need for split screens or playing out points of difference one after the other, effectively showing two sides of the same story on the same screen at the same time.
“The 37 degrees technology encourages conversations. Giving the audience the power to edit between films in a cinema helps drive the creative idea of ‘choice’. Experiencing the technology feels like magic and it aligns beautifully with Airbnb,” said Rob Galluzzo, Founder and Executive Producer of Finch.
The partnership with Finch was brokered by Starcom Mediavest and NCM as another way for Airbnb to continue to leverage new media and emerging technology to extend into new markets.
“NCM relishes our role as the connector between brands and movie audiences, and this is a groundbreaking example of how we can collaborate with an agency and a client to help them tell their story in cinema in a way that simply can’t be done anywhere else,” said President of National CineMedia (NCM), Cliff Marks. “The big screen is such a unique canvas, and Airbnb has painted a beautiful picture of personal travel for moviegoers to enjoy. We’re proud to be able to introduce this incredibly innovative ‘Double Feature’ technology to audiences and advertisers here in the U.S.”
Pippa Glucklich, CEO Starcom UK, added: “The use of 37 Degrees and the cinema medium was a natural choice to showcase the latest stage of Airbnb’s ‘Don’t Go There, Live There.’ campaign. Utilizing this new technology that allows cinemagoers to create their own experience of the campaign in cinema’s unique environment where audiences are relaxed, undistracted and have paid to pay attention will ensure maximum engagement with a highly engaged audience to raise awareness of the brand’s key values.”
The Airbnb “Double Feature” cinema experience will be presented in select movie theaters June 17-19 and June 24-26 in the U.S. by National CineMedia (NCM), in the U.K. by Digital Cinema Media (DCM), and in Australia by The Val Morgan Cinema Network. SAWA, the Global Cinema Advertising Association, was instrumental in bringing these international cinema advertising leaders together to bring Airbnb’s “Double Feature” experience to movie audiences around the world.
In addition to this unique cinema experience, NCM will be featuring 2-D Airbnb commercials from the “Live There” campaign in our FirstLook pre-show nationwide, and will also reach moviegoers digitally on mobile devices and online through NCM’s Cinema Accelerator, targeting both audiences who live in participating markets as well as retargeting people who experienced the “Double Feature” creative for themselves in a theater.
If you’d like to check out the Airbnb “Double Feature” cinema experience in the U.S., here is a list of participating theaters.