VMLY&R PHILIPPINES, Taguig city / POWER PLANT CINEMA / 2019
Plastic pollution affects more than 1,200 species. These creatures have been rendered ‘voiceless’ literally- as plastic debris suffocates them, with no one to hear their cries for help. Power Plant Cinema, with the help of Dolby Atmos surround sound technology, wanted to serve as mouthpieces for the silenced creatures. In a setting with a captive plastic-consuming audience, in a venue where they are experts, in a stage where their message can best be heard, in a film premiere that would make the message take a deeper significance and impact.
Working on the insight that plastic pollution has rendered marine life voiceless, renowned voice artist Ms Ami Yamasaki channeled the creatures’ cries as they suffocated from plastic pollution.
POWER PLANT CINEMA x AMI YAMASAKI: UNSILENCING THE BEASTS
To Dolby Atmos, specialist in audio detail, it’s about making the unheard, heard. During a never-before-seen and heard live performance and in place of the usual movie sound test, Ms Yamasaki made full use of Dolby Atmos’ surround sound technology to project her haunting voice around the Power Plant theater’s 360 audioscape. With a call to help save our very own fantastic beasts, species most affected by plastic pollution. It was a surprise live performance that stunned the unsuspecting moviegoing crowd – using innovative audio to deliver a very alarming and urgent message for help.
Renowned voice artist from Japan, Ms. Ami Yamasaki’s talent, lies in altering her voice to channel the sounds of nature, including several species of animals. Her intent was to give voice to the voiceless creatures silenced by plastic pollution, thereby making the world hear their plight. Working with Power Plant Cinema, a chain of cinemas in the Rockwell Land portfolio, she planned to bring attention to her cause during the premiere of one of the biggest motion picture releases, Fantastic Beasts, in a movie theater using technologies by Dolby Atmos, experts in audio fidelity and detail.
Working with Dolby Atmos surround sound technologies, Ms Yamasaki’s haunting voice was projected around the theater's full 360 audioscape. She performed her act at the premiere of the major motion picture, Fantastic Beasts. Her voice morphed and altered into all sorts of crying animal sounds, mimicking the calls of help of various species as they choke from the effects of plastic pollution. Dolby Atmos’ 10-15 speakers carried her voice to every corner of the packed theater, within a stunned and captivated crowd.
The live surround sound test was performed in a packed Fantastic Beasts premiere showing at Power Plant Cinemas. The performance was recorded and later edited into a film, which is now being shown in place of the usual surround sound test in Power Plant Cinemas around Metro Manila, being witnessed by a captive plastic-consuming audience. To date, the performance has garnered at least 500 cinema views, and growing. Add to that 10k engagements on social media - reaching our intended audience in just a short span of time.