‘Experiment Five’ project

Five communication in 2011

OBJECTIVE:Communicate new FIVE REACT as a First-Ever-Done revolutionary product with unique ‘everyone experiences it differently’ sensation.

RULE 1. Use existing 30-second episode as a beginning;

RULE 2. Main hero of each story receives black envelope with mysterious photo which forces him/her to make a

CHOICE, triggering further plot development.

So, what’s the idea of Experiment?

…and inspires 5 directors to shoot five 5-minute movies following only 2 rules…

Five initiates an experiment with human senses…

5 DIFFERENT STORY CONTINUATIONS ILLUSTRATING UNIQUENESS & INDIVIDUALITY OF OUR SENSES.

EXCITEMENT FROM CHALLENGING OPPORTUNITY TO CHOOSE

Igor Voloshin

Being a singer and producer in his youth Igor became famous of Nirvana movie which obtained ‘best debut’ prize at main Russian film festival Kinotavr

Alexander Veledinskiy

Critics have noticed him back in 2001 after his debut short film collected some prizes at international festivals. But the true fame was brought with Brigada serial where he took part as a screenwriter. Widely known films – Zhivoy, Russkoe

Alexey Popogrebskiy

Grand-prix and prizes of all main Russian festivals, 2 prizes on Berlinale 2010 and London film festival for his last work

Andrey Zvyagintsev

Certainly the most titled and famous Russian movie director announced himself at the early 2000. Won Cannes Film Festival special award in 2011.

Petr Buslov

His graduate university work became one of the main cinema event of the 2003. Since then he filmed sequel and a short film for the first Russian film almanac and preparing to demonstrate most anticipated movie of 2011 - Visotskiy

5IVE directors

5IVE movies

ATLANTICAA thrilling story of lighthousekeeper who is obsessed withmysterious “SOS” signals he keeps receiving for years.

PORTRAITA story about power of inspirationthat forces an artist to make themost unexpected choice.

BLOODROP (3D)Visually beautiful story about parallel universe, which main hero dares to discover. 3D-technology leveraged in FED way.

MYSTERYVery close-to-life story, showing

that some closed doors hide much bigger mystery than you

can imagine and it’s better to leave them unopened.

SUNRISE/SUNSETMetaphysical story about a writerwho sees 2 alternative scenarios ofhis life and makes a choice to become totally different person.

INTRIGUE STAGE WITH NEWS LEAK

REVEAL STAGE WITH MOVIE PREMIERE

ROLL-OUT STAGE

Communication plan

NEWS LEAK IN TOP AFFINITIVE MEDIA

MOVIE IS PRESENTED AT THE CLOSED

PREMIERE

ENGAGING TA VIA MASS DIGITAL BANNER

CAMPAIGN, ONLINE SEEDING & SOCIAL MEDIA

MOVIE IS PARTICIPATING IN SHORT FILM & AD

FESTIVALS

POST PREMIERE PR. FIVE MOVIES IN CINEMA

THEATRES.ON-LINE PREMIERE & FURTHER ACTIVATION

OF TOP AFFINITIVE MEDIA

CRM AMONG 500 TOP CELEBRITIES

REVEAL STAGE. MOVIE PREMIEREAn event in format of a closed movie premiere for 350 guests – celebrities, film fans, actors and directors and key journalists was held at 21st March 2011 in “35mm” cinema theatre, well known for highly conceptual repertoire.

Continuing the theme of the Experiment the closed movie premiere was held in an unusual environment. The whole venue of the cinema theatre was transformed , smoothly branded and enhanced by interactive art-installations inspiring guests with new and unexpected sensations.

REVEAL STAGE. ON-LINE PREMIERE

More than 6 000 people visited the project site at the on-line premier day

ROLL-OUTENGAGING TA VIA MASS DIGITAL BANNER CAMPAIGN,

ONLINE SEEDING & SOCIAL MEDIA

MOVIE PARTICIPATED IN CINEMA EVENTS AND FILM FESTIVALS

POST PREMIERE PR. FIVE MOVIES IN CINEMA THEATRES.

OTSFOC Media partnership

Print:

Online: Online

Print:

Radio:

TOTAL OTS:27 mln

Cinema theaters