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Toshiba and Intel Unveil ‘The Beauty Inside’ Global Social Film Project

26 Jul

Toshiba Singapore Digital Products & Service Group (DS) and Intel Corporation recently announced a creative collaboration to deliver a second social film project entitled “The Beauty Inside.” Additionally, a global, online casting call has been issued to audition for the part of the main character as part of the film experience.

Starring Topher Grace (“That ‘70s Show,” “Spider-Man 3” and “Valentine’s Day”) and Mary Elizabeth Winstead (“Abraham Lincoln: Vampire Hunter,” “Scott Pilgrim vs. The World”) and directed by Sundance award-winning Director Drake Doremus (“Like Crazy”), “The Beauty Inside” is a blockbuster-class experiment in social entertainment, brought to life by leading minds in Hollywood, technology and social media.

The global film debuts Thursday, August 16 on Facebook* in the genre of interactive, social entertainment and allows viewers to actively participate by giving them the chance to interact with the main character via social networking. Additionally, multiple viewers around the world will have the chance to audition to play the same character in the film – the main character Alex showcasing how the film’s content transcends national boundaries. Director Drake Doremus will oversee and direct the film, the main characters as well as the audience by weaving multiple elements of social media into the story, casting and episodes.

“The future of filmmaking is evolving, and social film is largely uncharted territory,” said Drake Doremus, director of the film. “This global film allows us to really push the boundaries of making movies; it’s been an exciting challenge to be tasked with incorporating mass audience participation into this year’s project.”
The film plot follows Alex, a 20-something guy who wakes up every day with a new face and new body, as a completely different person on the outside but the same person inside. Alex encounters everyday life challenges including where will he works, what adventures and troubles he will get into as well as a romantic twist.

While Alex navigates through his day, he carries and uses a Toshiba Portégé Ultrabook that also serves as his personal journal to document and capture the daily trials and tribulations that come with his ever-changing appearance. Alex’s Ultrabook is an easy and quick way to identify him in each episode. To create Alex’s daily changing appearance, a global online casting call will launch via Facebook on July 24 to provide global viewers a chance to audition for the film and play one of the identities of Alex.

In addition, “The Beauty Inside” will engage the audience through social media and encourage them to connect and interact with Alex via Facebook. The film will be available online in weekly episodes starting on August 16 and continue over a six-week time period. During this time, viewers will be invited to audition for the film as the editing team incorporates auditions and posts that best fit into the episode storyline.

“As we usher in a new era of computing, we are excited to continue to expand the entertainment computing experience on Intel-inspired Ultrabook devices,” said Johan Jervoe, vice president partner marketing, Intel. “This global, social film is proof that the right technology can blend two major forms of entertainment and give a global audience the opportunity to be engaged and have a chance to play a role in a blockbuster-style Hollywood movie.”

“We are thrilled to be presenting another social film with Intel,” said Mr Tay Choon Song, Senior Manager, Marketing Services & eBusiness, Toshiba Singapore Pte. Ltd. “Our goal is to engage consumers through online channels that they are comfortable using and provide them with the tools that inspire creativity for a new generation of film and social media fans.”

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Posted by on July 26, 2012 in Intel, Technology, Toshiba

 

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