13th Street in Germany, the action and suspense channel, has been running movie trailers with a difference in cinemas and international film festivals, encouraging audiences to turn their phones on. In “Last Call”, the first interactive movie trailer in the world, members of the audience are able to interact with the protagonist. The experience is set up with a flyer inviting viewers to send their phone numbers to a speed dial code when they buy their ticket. The moment the female protagonist takes out her phone to call someone who might be able to help her, the film’s controlling software contacts one of the submitted mobile phone numbers. Once the viewer picks up, he or she hears the actress tell him/her she would be lost without him/her. He/she has to help her escape by choosing a path through the old, rundown sanatorium, helping her decide whether or not she should help other victims to flee the scene.
Click on the image below to play the case study video with voiceover and subtitles in English
Click on the image below to play the video in German
The Last Call case was developed at Jung von Matt/Spree, Berlin, by executive creative director Matthias Stiller and Wolfgang Schneider, creative directors Andreas Henke and Christian Kroll and Peter Gocht, art directors Daniel Leverenz and Marius Bell, agency producer Julia Cramer, and concept developer Andreas Henke.
Filming was shot by director Milo (Christian Mielmann) via Film Deluxe, Berlin, with director of photography Carlo, executive producers Glenn Bernstein and Jurgen Krause, producers Katharaina Strauss and Stephan Pauly, line producer Marion Dopfer, compositor Daniel Kundrat, 2D artist Daniel Kundrat, editor Daniel Kundrat, production manager Simone Legner.
Sound and music were produced at NHB Studios, Berlin, by sound designer Julian Holzapfel, composers Dennis Beckmann and Elvis Ellington.
The software for the Last Call interactive experience was developed at Powerflasher. The technical implementation was carried out in Silverlight 3 in conjunction with Telenet‘s IVR system and Aixvox. Interactive Voice Response is usually used for automated polls.
The software selects a member of the audience and calls his or her number to begin a dialogue between the viewer and the film. Answers are converted into commands, prompting the software to choose the matching scene. The audience sees the protagonist on the phone but can also hear the answers of the chosen respondent. Powerflasher’s video player manages all the individual videos in a non-binary tree. Each video represents a node in the tree and in turn, has more child elements that may follow after this video.