Hologram selfies with film stars debut in 15 US city cinemas
Proto Hologram's open API platform has been deployed across cinemas in 15 major US cities, offering a new interactive feature for film audiences through its Proto Luma units. The installations support the launch of the film "Now You See Me: Now You Don't" by enabling moviegoers to engage virtually with holographic versions of the cast.
Interactive displays
Each cinema installation featured Proto's Selfie Experience. Moviegoers could interact with holograms of film stars including Jesse Eisenberg, Isla Fisher, Dave Franco, Justice Smith and Ariana Greenblatt. After a brief exchange with the holographic cast, visitors could activate a selfie function. The hologram then mimicked taking a photo with the attendee, who was able to download their selfie via a QR code. More than 30,000 users participated during the month-long event, coinciding with the film's opening weekend.
Platform capabilities
The installations run on Proto's open API and software development kit, allowing developers to create a variety of applications for Proto OS. The selfie function utilises integrated cameras in each Proto unit. The company reports the platform's use cases now extend across multiple industries, such as healthcare, retail, hospitality, finance, and education, in addition to entertainment.
"Proto's OS essentially lets anyone, even an amateur web app creator, build their own experiences to play on Proto," said David Nussbaum, Founder and Chairman, Proto Hologram. "If you can code a web app, you can create Proto experiences and we are surprised all the time by what the dozens of Fortune 500 companies we work with and our clients and partners across healthcare, retail, hospitality, finance and education come up with."
Industry presence
The Proto hologram technology has previously been used for special events including the Emmys, Grammys, and Cannes Film Festival, as well as on television programmes such as The Kardashians and Big Brother, and for various broadcasting applications including Jimmy Kimmel Live, ESPN College Gameday, and CBS Sports. Proto units have been installed in 47 shopping malls in the US through Hologram Media Networks, typically to support film promotions. However, the current Lionsgate deployment is the first to situate Proto in cinema lobbies for direct public interaction.
Cinema locations
The Selfie Experience pop-up was available in theatres in Phoenix, Los Angeles, Orange County, San Francisco Bay Area, Denver, Washington DC, Orlando, Atlanta, Chicago, Boston, St. Louis, Albuquerque, New York, Dallas, and Houston. Each location offered access in prominent local cinemas, drawing foot traffic from major urban markets.
Partnership outcomes
"This amazing technology borders on magic, so there's no better way to anticipate the release of Now You See Me: Now You Don't. Get your selfies with the cast now, before they disappear," said Kevin Grayson, President, Worldwide Distribution, Lionsgate.
"This represents a new milestone for holographic experiences in cinemas, and the largest theatrical activation Proto has ever delivered. We were thrilled to work with Lionsgate to bring the cast directly into theater lobbies," said Nussbaum.
