Random BLAM! Roosevelt Hotel Transformed Into Massive 3D X-MEN: FIRST CLASS Projection
Published: September 14, 2011 - 1:35pm
In celebration of the Blu-ray and DVD release of X-Men: First Class, Pearl Media is displaying a 3D projection mapping image in Hollywood. The image, which looks like a hologram, will appear at the Hollywood Roosevelt Hotel where the mutants from the "X-Men" movie will appear larger than life.
X-Men First Class charts the epic beginning of the X-Men saga, and reveals a secret history of famous global events. Before mutants had revealed themselves to the world, and before Charles Xavier and Erik Lensherr took the names Professor X and Magneto, they were two young men discovering their powers for the first time. Not archenemies, they were instead at first the closest of friends, working together with other Mutants (some familiar, some new), to stop Armageddon. In the process, a grave rift between them opened, which began the eternal war between Magneto's Brotherhood and Professor X's X-Men.
Pearl Media, a non-traditional media company specializing in groundbreaking out-of-home brand experiences, and Twentieth Century Fox Home Entertainment celebrated the Blu-Ray and DVD release of the critically acclaimed and highly-anticipated X-Men: First Class last night with the transformation of Hollywood’s Roosevelt Hotel into a massive 3D X-Men projection. Showcasing the powers of the young mutant class and their effects on the historic building, the mind-blowing 3D projection entertained partygoers and passers-by, as they witnessed the Roosevelt Hotel freeze, melt, become covered in fur and scales, withstand a tornado hit and mutate into the shape of the X-Men symbol right before their eyes and without the use of 3D glasses.
“With Twentieth Century Fox Home Entertainment, we captured fan’s imaginations and vividly showcased the powers of the X-Men mutants on a massive scale,” said Josh Cohen, President and CEO of Pearl Media. “There isn’t a more effective way to tell a dynamic and engaging brand story than with 3D projection. Pearl Media is taking our complex proprietary 3D technology and delivering it to clients as a turn-key out-of-home solution.”
“X-Men: First Class was one of the biggest and best reviewed movies of the summer,” said Mary Daily, Executive Vice President, Marketing, Twentieth Century Fox Home Entertainment. “We wanted to build excitement for the Blu-ray and DVD release and what better way to do that than for fans to see their favorite characters come to life with an unprecedented 3D projection that stunned onlookers as the mutants take over the landmark hotel.”
Utilizing state-of-the-art, high-powered projectors, Pearl Media's proprietary advanced 3D mapping technology, lighting, sound, shadows and animation, the 3D projection was mapped to the contours of the Roosevelt Hotel, offering consumers a unique way to experience the powers of the X-Men like never before.
Beyond the 3D projection, partygoers had the ability to scan a customized X-Men: First Class QR code to access exclusive video content and a coupon for the Blu-ray and DVD. Inside the hotel, they experienced the transformation of the lobby and Teddy’s of The Roosevelt Hotel into the “Hellfire Club” where attendees were entertained by world-renowned DJ Paul Oakenfold and models dressed as Emma Frost.
Directed by Matthew Vaughn, the film stars James McAvoy, Michael Fassbender, Rose Byrne, Jones, Kevin Bacon, Nicholas Hoult, Jennifer Lawrence, Caleb Landry Jones, Lucas Till, Edi Gathegi, Jason Flemyng, Oliver Platt, Morgan Lily, Zoe Kravitz, Bill Bilner. X-Men: First Class hits store shelves on DVD and Blu-ray on September 9th, 2011.