Airbnb 'Double Feature' with new 3D technology debuts in cinemas
Airbnb is taking its “Live There” campaign to theatres this weekend with a split-screen experience to be debuted during 3D showings of summer releases Finding Dory, Independence Day: Resurgence, and The Secret Life of Pets in the U.K. only.
For two weekends in the U.S., U.K. and Australia, Airbnb’s “Double Feature” cinema experience, in partnership with National CineMedia (NCM) in the US, Digital Cinema Media (DCM) in the U.K. and Val Morgan in Australia, will allow moviegoers the ability to see two alternative travel experiences simultaneously by using specialized bifocal glasses that employ adapted 3D technology.
“The role of creative work at Airbnb is to inspire people to desire a different way to travel, one that challenges traditional tourist clichés. This incredible use of technology allows the cinemagoer to experience advertising like they never have before,” said Jonathan Mildenhall, chief marketing officer at Airbnb. “So right there, right then, the Airbnb experience transports you between living like a local versus visiting like a tourist. Honestly, when my team and I went for the demo in the movie theatre, we were all blown away. This is the new frontier in cinematic advertising.”
Australian production company Finch has created a 37 Degrees™ system that separates 2D images so that the two images can be seen simultaneously depending on the viewer’s chosen perspective. This patented technology has creatively eliminated the need for split screens or playing out points of difference one after the other, effectively showing two sides of the same story on the same screen at the same time. The partnership with Finch was brokered by Starcom Mediavest.
Earlier this year, Airbnb launched its largest global brand campaign to date called “Live There,” in response, it says, to the growing dissatisfaction and disappointment with standardized tourist offerings. The “Live There” films, developed by TBWA\CHIAT\DAY, focus on cities like Paris, Tokyo and L.A. and reinforce Airbnb’s global initiative to encourage travelers to “break free from the limits of cookie-cutter travel.”
Once the movie begins, an onscreen message prompts the audience to put on their special glasses and instruct them to simply tilt up or down to change experiences. The Airbnb film asks, “How do you want to see Paris? How would you visit L.A.? How about Tokyo? Who do you want to spend time with? And when it’s all over, what would you want to remember?” as moviegoers experience different versions of the same trip depending on their personal perspective.
“NCM relishes our role as the connector between brands and movie audiences, and this is a groundbreaking example of how we can collaborate with an agency and a client to help them tell their story in cinema in a way that simply can’t be done anywhere else,” said Cliff Marks, president of National CineMedia. “We’re proud to be able to introduce this incredibly innovative ‘Double Feature’ technology to audiences and advertisers here in the U.S.”
The Airbnb “Double Feature” cinema experience will be presented in select movie theatres June 17-19 and June 24-26.