The Melbourne International Film Festival is a foreign language art house film festival. In a world of superhero Hollywood blockbusters and sequels, how do you attract audiences to films they’ve never heard of, starring actors they don’t know, in languages they don’t understand?
We all feel the same basic emotions: fear, anger, surprise, disgust, sadness and happiness. And no matter where you are from you don’t just see a film, you feel it. So using the human face as a display, emotional data collected from film critics and an innovative use of technology, we created movie trailers that spoke every language. The Emotional Trailer.
To do this we first held special preview screenings with movie critics to capture the 6 key human emotions of fear, anger, surprise, disgust, sadness and happiness for every film at the festival via our custom mobile app and biometric sensors. This data created an Emotional Script condensing an entire 2 hour film into under one minute. The data was then fed via electric stimulation into the facial muscles of willing participants to act out the emotional arc of an entire film, using the human face as a display. Before each film at the festival, audiences experienced the Emotional Scripts in a custom-built movie chair we called the Emotion Simulator. The simulator sessions sold out within two days. These experiences were filmed, creating Emotional Trailers for every film at the festival, that the audience in the cinema, watching the live stream or on social media, could book tickets directly from.