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The first interactive theatrical commercial by Jung von Matt and Film Deluxe.

Agency: Jung von Matt, Berlin
Production company: Film Deluxe Berlin
Director: Milo

The action: Last Call is the world’s first interactive horror movie that can have a different ending – depending on what the audience wants. A movie that is directly controlled by audience interaction, it blurs the boundaries between game and movie. Here’s what’s in store: half-way through the movie, the protagonist actually calls someone in the audience, asking for advice. The movie changes scenes according to the answer provided by the audience, and the outcome might be a lifesaving cliffhanger, or blood-smeared massacre where the hero dies. How does the interactivity work? First, to take part, members of the audience are asked to submit their mobile phone numbers. Midway through the movie, the main actor will call a randomly picked number from the list submitted, and ask for advice. Once the viewer picks up, he or she will hear the actress’s voice, saying she would be lost unless she gets help. The viewer has to help her escape from a rundown sanatorium, and to advise her whether she should help other victims to flee. Language recognition software transforms the participant’s answers via mobile phone into specific instructions. A specially developed software then processes these commands and launches an appropriate follow-up scene. The dialogue between the movie’s main actress and the audience leads to a different outcome every time.

Now, if that doesn’t send chills down your spine, wait till after the movie – when your phone rings again.

(Source: Creativity)