By lance weiler, July 10th, 2007

Since I’m knee deep in pulling together the next HEAD TRAUMA cinema ARG, I thought I’d share some of my promotional materials. The following is an invite followed by a press release for the event. We started by hitting horror blogs and then moved into some indie film and general movie outlets. When I come up for air next week I want to layout a detailed description of how we constructed the event and what the response was like.

invitesm.jpg

For more info visit movingimage.us

WHAT PEOPLE ARE SAYING

“Can things possibly get more intense from here? Of course. Horror 2.0 stalks the MoMI with indie auteur Lance Weiler’s multimedia expansion of his psycho-chiller Head Trauma: Audience members will receive menacing text messages and cell-phone calls, some even after the show. “I want to disturb people,” Weiler admits in what sounds like a motto for our times. Slashing at apathy, this is a genre whose dire warnings we ignore at our peril. One way or another, horror follows us home.”

- THE VILLAGE VOICE

“Lance Weiler’s first film, The Last Broadcast — often called the original Blair Witch Project — was shot for less than $1,000. Yet it grossed $4.5 million and became the first film to be transmitted via satellite directly to theaters. His encore? A traveling live-music mashup involving cell phones, big screens, indie rockers and meandering actors… “This is one of the only films where you’ll be asked to keep your cell phone on during the screening,” says Weiler.”

- WIRED

“Director Lance Weiler has created a “remix” presentation of his cult indie horror flick Head Trauma, the result of which sounds like a good approximation of the future of film… As theatres increasingly compete with home entertainment, we believe live film presentations such as this could be a way to keep audiences going out to movies.”

- TREND CENTRAL

Press release – there are two releases one from MoMI and another from me. I worked closely with the museum PR person so that we could maximize our efforts.

CINEMATIC ARG CREATES NEW IMMERSIVE HORROR 2.0 EXPERIENCE – A COLLISION OF MOVIES, MUSIC, GAMING, THEATRICS AND TECHNOLOGY COMING TO THE MUSEUM OF THE MOVING IMAGE THIS SAT. JULY 14th @ 6:30pm FOR ONE NIGHT ONLY

This Sat. July 14th the HEAD TRAUMA cinematic ARG (alternate reality game) will unfold at the Museum of the Moving Image in NY. For more info visit http://movingimage.us/site/screenings/pages/2007/index_horror.html

URBAN GAME-PLAY
Even before the audience enters the theater, they will be invited to participate in the cinematic ARG. As audience members approach the screening venue, they will enter the game-play, as the film’s story and characters mix with the surrounding urban environment. There are hidden clues, ringing payphones, and characters from the film scattered throughout the area. Through text messaging, distribution of a cryptic comic book, and cell phone calls, the experience continues into the theater.

THEATRICAL MASHUP
At the center of the cinema ARG is a theatrical mashup of Head Trauma. In Head Trauma, a drifter who returns to his dead grandmother’s house is haunted by feelings of paranoia and troubling visions of a mysterious hooded figure. He comes to believe that someone or something is trying to kill him. For the screening the music track is removed and only the dialog and effects tracks remain. DJs and musicians perform a LIVE soundtrack as characters and props from film emerge from the audience. In addition viewers can use their mobile phones to interact with the movie as it plays.

THE MOVIE FOLLOWS YOU HOME
After the audience leaves the theater the movie will follow them home. Phone calls and text messages will lead audience members to a series of online hidden clues and sites that expand the story of the film. As the ARG unfolds online viewers can contribute and remix video, audio and stills thus becoming collaborators within the evolving story. One of the starting points for the online game is a Head Trauma www.eyespot.com page that allows players to upload, remix and share media that unlocks clues within the game.

“Cinema has classically been a passive experience. The HEAD TRAUMA cinematic ARG creates an immersive story that allows audience members to interact with horror in a new way. It is experiential, viral and can easily be passed from one person to another. The story of HEAD TRAUMA and its characters travel across mediums and devices, along the way creating a horror 2.0 experience that combines technology with scares. It’s about creating a world that the audience can move through, one where a scare can come from anywhere. I want to creep people out in new ways.” says Lance Weiler

WHO’S BEHIND THE EVENT
Lance Weiler is a critically acclaimed award-winning writer/director. His feature, The Last Broadcast, is currently distributed in over 20 countries. It has the honor of being the first all digital release of a motion picture and enjoyed runs on HBO and IFC. Weiler is recognized as a digital pioneer for the way he makes and distributes his work. He’s been featured in Time and Forbes and on television programs such as Entertainment Tonight and CNN. Wired Magazine called him “one of twenty-five people helping to re-invent entertainment and change the face of Hollywood.”

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lance weiler is the founder of the WorkBook Project and also a story architect of film, tv and games. He's written and directed two feature films THE LAST BROADCAST and HEAD TRAUMA. He's currently developing a number of transmedia projects

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