PHLAY: THE NEW ERA OF FILM TOURISM
For the second consecutive year, the interactive digital experiences created by Phlay allow a company to receive the prestigious “Innovation Award” at the SMAU in Milan, which for over 50 years has been the largest Italian fair dedicated to information and communication technology. This year the award will go to the platform for tourism promotion Let’s Movie: a small jewel of Interactive Film Tourism platform with experience in virtual and augmented reality, created for the Campania Region, in the south of Italy, and his Film Commission. A “travel” experience, an “onlife” exploration of the places of the digital ecosystem culture, where users are able to relive the different eras, atmospheres and emotions of the most successful audiovisual products recently created in Campania.
Available on computers and smartphones, or also by a special app downloadable from the site, the “Let’s movie” platform presents engaging immersive and cross-media itineraries, virtual rotoscope movie tours whose tags refer to in-depth information sheets with curiosities about the sets, but above all, thanks to Phlay’s technology, the user has the possibility to create personalized “interactive trailers”, playing freely with the different characters and soundtracks, “entering” with his imagination the various locations, and reconstructing the action as he likes . Therefore, “Let’s movie” emerges as a singular “tour guide”, an engine of curiosity that belongs to a new era of “film tourism”: as a tool that allows you to anticipate in virtuality the fundamental experience of reliving the atmospheres and the most beautiful moments of your favourite series and movies, editing in real time images shot in streets, squares, environments and historic buildings of Naples and Campania.
Director of the FCRC (Campania Film Commission), Maurizio Gemma, says: “cinema is more and more a fundamental landing point to return to promoting tourism, but even more so are the new experiences that are its natural evolution, and which reflects and fulfil the tastes of the new generations, who want to be increasingly involved in the creative process, with new technological tools capable of generating an immersive involvement in the experience of the tourist and cultural heritage. Among the main tools of this new idea of immersion, the technology developed by Phlay seemed to us to be the one that most allows a coherent transition between archive material, new audiovisual products, and an updated dimension of an active use of culture. With Let’s Movie we have managed to quintuple the involvement of Gen Z in interactive film tourism experiences. If normally on our social channels the traffic coming from Gen Z is equal to about 6% with Let’s Movie it has increased to more than 27%”. A future that is already at hand, therefore: something that in this time of global economic revival, can play a key-role in arousing a renewed interest in tourism and the culture of travel.
“Three months after the official launch, Let’s Movie has obtained more than 40,000 active users and the average time of interaction is very high: about 1 minute and 40” (the average time of view of a traditional video is about 10" ). In addition, those who arrive on the Let’s Movie platform at least in 50% of cases return a second time”,comments Mario Amura, Phlay (CEO) “Certainly, one of the key elements that will distinguish the film tourism in the imminent post-Covid era, is an increasingly clear demand for integrated experiences between the new trips made “onlife” and their landing in Real Life. In this perspective, Phlay, in collaboration with our partner Spun tries to translate all that is information and exploration of the territory into a playful and emotional experience on the doorstep. With our interactive trailers for Let’s Movie platform, Phlay gives users the opportunity to create their own customized movie: a creative experience made up of thematic insights related to the places where the films were shot.
COMMISSARIO RICCIARDI INTERACTIVE TRAILER
To discover the very heart of this interactive experience, just try and take the journey that the platform created by Phlay allows through works such as the series “Il commissario Ricciardi”, set in Campania during the 1930s, where the master part is played by the majestic Port and all the historic districts of the city center of Naples. Users can add to the viewing experience of places that of remixing the cinema, reassembling scenes in real time, playing with the time inside the single shot, but also with the time and rhythm of different narrative lines, passing from one to the other on the rhythmic guide of music: a real interactive performance.
CLICK HERE FOR INTERACTIVE EXPERIENCE
MARE FUORI INTERACTIVE TRAILER
With Mare Fuori interactive trailer user can identify with single characters, each one having his own “musical line”, and retrace with his path the most exciting moments of the stories, their places, the scenarios, according to his own sensitivity, and then sharing his creation with friends: thus creating a viral promotional network, in a dynamic and satisfying digital experience.
CLICK HERE FOR INTERACTIVE EXPERIENCE
The present time is evolving rapidly, so rapidly that we can hardly see its mutations with the naked eye. And in this new era, our storytelling by images plays an increasingly fundamental role to participate in these changes, to be an active part of the world around us. The SMAU award to the Let’s Movie platform is a sign of recognition of how important it is, in this moment, what is currently the main mission of Phlay: creating active and participatory experiences of the world, allowing users, after almost two years of forced passivity, to find again the enthusiasm for beauty, to regain possession of the places and return to the taste for discovery: to be masters of one’s own space and time again.
