• The Tribeca ReActor brings people together with the movies they love in a uniquely fun and competitive away.

• It’s the first machine to gamify acting. Using voice recognition, facial expression recognition and motion sensors combined with custom software, it not only drops players “into the movies”, it also scores them on performance.

• Players step up to the freestanding game kiosk, select a classic movie scene

then get a chance to reenact that scene.

• Using off-the-shelf technology combined with custom software, player performances are captured and scored, then placed into movie scenes in real time so they, along with the crowd, can watch their best takes live.

• The ReActor then automatically creates a video of the player’s performance and uploads it to Youtube for sharing.

• If a player gets a high enough score, he or she wins free tickets to the Tribeca Film Festival.

- Implementation: To connect with everyday New Yorkers, we took the ReActor to the streets where people could perform, issue challenges and draw big crowds

- Using facial and voice mapping, we matched user’s expressions, inflections, and timing against those of famous actors in iconic movie scenes to generate a metric-based score.

- Top scores won tickets to the festival.

- All participants received email links to their acting clips which included information about movies, times and festival events.

Participants shared their ReActor content online, spreading more information about the Festival.

Media Channels and Integration: Placed in physical locations throughout NYC, advertised online, in theaters, and in NYC-based news shows.

Timeline: 3/28/16 - 4/24/16.

Placement/Scale: The ReActor was active for 4 weeks, and placed in multiple locations around New York City including Union Square, Washington Square Park, Columbus Circle, Madison Square Garden, Barclays Center and Brooklyn Bridge Park

• Hundreds of tickets given away/earned through the ReActor

• Thousands of videos shared

• Dozens of media outlets covered the ReActor, from Huffington Post, NBC, FoxNews, Adweek, with many from pubs around the world.

• Thousands engaged at each street ReActor activation around New York City

• Everyday New Yorkers engaged with TFF when previously they thought it was for the movie elites of the city (Directors, Producers, Film Critics, etc.)

• 45% increase in dollar sales for single ticket purchases (exceeding sales goal by 20%).

• And Best of all (TFF) beat single ticket sales goals by $300K and saw a 38% increase in opening day sales versus last year.

The Tribeca ReActor is a 9-foot, freestanding interactive game kiosk that traveled the streets of New York judging people’s acting abilities. Using facial recognition, voice recognition, motion sensors and proprietary software, the ReActor scores people’s performance against celebrities in some of the most famous movie scenes in the world. It then drops them into those scenes in real time. Each player is automatically emailed a shareable Youtube clip of their best performance. High scores yielded free tickets to the Tribeca Film Festival.

- Target Audience:

- Millennials (Ages 18-34)

- Entertainment-seeking adults in New York City.

- Media Planning: Cinema advertising announced the ReActor's launch. People then followed the ReActor's movements around New York @Tribeca. The ReActor automatically generated clips to populate a Youtube site. From there, users shared clips on social media.

- Approach: Create a 9-foot game kiosk that traveled to various locations around New York drawing big crowds, generating irresistible movie clips and converting fans to the Tribeca Film Festival.

- Situation: The Tribeca Film Festival has enjoyed a meteoric rise in popularity within elite film circles, but this global success has not translated into attendance by local film-lovers. The festival that was once created to re-build the streets of New York is now seen as unattainable by the very people who live there.

- Brief: Grease the wheels of attendance by opening the doors of the festival very publicly and very personally to every-day New Yorkers. Democratize the experience by reminding everyone that Tribeca Film Festival is not for those who “know film”, it’s for those who “love film.”

- Objectives:

o Increase overall ticket sales and attendance

o Re-connect New Yorkers to their film festival