T-MOBILE DRIVE-IN MOVIE
As part of their current Street Movies viral marketing concept, designed to provide a new experience for their customers, T-Mobile have recreated a drive-in movie set on a plot of land opposite Birmingham's Millennium Point.
Over the course of a month the site, set up like an old car lot, is presenting The Dukes of Hazzard on a 47ft screen. Visitors can sit on (or inside) classic Cadillacs, tune into the soundtrack on a specially-assigned FM channel and wallow in a world of classic Americana, with crashed saloons and bucking broncos.
As one of the lead agencies, Presentation Services Ltd (PSL) successfully tendered for a specification that extended way beyond their normal remit and required them to produce the entire technical element of the programme.
Incorporating conventional 35mm and digital projection, audio, lighting and pyrotechnics it also encompassed temporary power, commissioning the projection screen and constructing the 60 ramps on which the cars parked.
For the audio element they turned to Capital Sound Hire, who provided Martin Audio W8LC line arrays, stacked four deep under the projection screen, as the basis of the 5.1 system. These carried the main movie soundtrack (and pop videos) as well as live feeds, and were complemented by four stacks of W8C for left/right and rear-fills plus eight Martin WSX subs in the centre - all driven by a Midas Venice. Capital Sound Hire's crew were Mark Clements and Matt Harman-Trick and the project manager for PSL was Pod Bluman.
T-Mobile worked in association with Motorola to ensure that customers were able to capture their experience with the latest mobile phones, and viewers were encouraged to zap SMS text messages (and images from camera phones) which were relayed onto the split projection screen.