WEEKLY CineBUZZ REPORT - 26 July 2011

The "INSIDE" - an Omen of Things to Come!

Because of its importance, this week's CineBUZZ Report has only one talking point: the use of the internet for movies tied to social media.

For over 10 years I have been beating the same drum, harping on the same premise - that cinemas would have to change their business model if they were to survive in a digital world.  Label me a killjoy or spoilsport but that time in now upon us and the omen of things to come is a concept that I didn't even see coming - let me introduce you to:



Inside is the first on-line movie whose first episode will air on Monday, July 25th.  Inside is being billed as a "social film experience". Its prime movers (and backers) are non-other than Intel (world's largest Chip maker) and Toshiba (the giant electronics manufacturer).  Their goal: to professionally produce a film which provides social networkers an opportunity to interact and even appear in the movie.

The film centers around a woman, Christina , played by Emmy Rossum (Mystic River, Poseidon, and Showtime's hit series Shameless) who is locked in a room with only a Toshiba P775 PC (with back lit keyboard and a facial recognition screen), which she can use to reach out to real people.  So far, hundreds of people have auditioned through a YouTube casting call site  which is now, unfortunately, closed due to the high response. If your thinking runs - this is just another internet product promo, think again.  Inside is a social media/movie concept that was developed and produced by Hollywood professionals.  Directed by D.J. Caruso (Disturbia, Eagle Eye) and filmed by, Oscar winner, Mauro Fiore (Avatar, Training Day) Inside is a quality production.

For Intel and Toshiba it provides an avenue to strengthen and reinforce their brands with a forum to showcase their newest products.  The concept for Inside is a true innovation.  The film will run in short episodes of about 8 minutes each over the course of several weeks - but no end date has been set as that will depend upon the feedback from the social media participants adjusting the plot and solving the mystery.  Johan Joevoe,VP of creative services at Intel, states, "This is a very first attempt of a film to include direction from the audience.  This is where we are in uncharted waters".

Whether social films will become a trend in movie making depends (like all movies) on the quality of the product and its viewership values.  The creators of Inside believe the social experience it provides will be compelling, as well as, entertaining and draw in tech savvy adults.

A Shot Across the Bow

Cinemas should view this development as an omen of things to come and what their competition will be going forward. 

Best and Happy Movie Going !
Jim Lavorato