To launch the film about one of the greatest Italian singers, Prime Video created Staraoke, the first ever karaoke in the sky. 500 drones flying over the Colosseum Park in Rome were synced to the original movie song, creating a never seen before experience that turned the sky into the bigger karaoke screen ever and also a new media, thanks to a combination of technology and creativity.

Laura Pausini is one of the biggest Italian singers in the world, and after winning a Grammy Award, in 2022 she starred in a film about her life, available on Prime Video starting April 7. She also produced the original soundtrack for the film, launching a song that raised the enthusiasm of all her fans.?The challenge was to promote the film by raising the curiosity of an audience that could be bigger than just her fans.

To launch the film, Prime Video used the least crowded space ever, the sky, turning it into a media that everyone in the city could see. Before the movie release, in the sky above Rome, 500 drones flew over the Archeological Park of Colosseum, reaching 150m height and syncing to the lyrics and music of "Scatola" the original film song that the fans already knew by heart, making the sky the biggest karaoke screen ever. The lyrics were 180m large and 60m tall, and visible from kilometers distance, so that all the city could participate. Laura Pausini herself joined the crowd for a once in a lifetime singalong. The karaoke also had an impressive finale: a Qr code appeared in the sky after the song lyrics, and people could simply frame it to immediately access the film on Prime Video.

Music has a special place in the hearts of Italians, up to the point that singing is close to a national sport. So, in order to communicate the official film date release, Prime Video had all her fans singing the original movie song out loud, turning them into spokespersons through a show that even non-fans could enjoy. To do so, the song was released before the movie aired, so that fans could learn it in time.

Staraoke took place on April 6, but prior to that, 3 weeks were needed to program the show. An international team (Italian and French) composed of choreographers, drone technicians and aeronautical engineers worked together to program the drones flight. The main challenge was to program the drone dance synced to the music: all the drones had to move at a given speed to move fast enough to create the lyrics in real time and provide a perfectly timed karaoke experience, and adjust the color to align with the words that had to be sung. Special permissions were also required to fly above the historical area, requiring coordination with the Roman and Vatican Municipalities. A few days before the show, Laura Pausini shared a call on social media to engage all her audience to keep an eye to the sky above Rome on April 6.

7 million plays of the movie song before the movie release

1000% social shareability compared to Prime Video BM

50% growth on weekly followers

2000 press articles globally

93% positive sentiment

Most watched title on Prime Video on the release day in Italy and Spain