Intel/Toshiba - 'The Beauty Inside' Background and Fact Sheet
Overview:
Following the success of the original ”The Inside Experience” social film experiment in summer 2011, Intel and Toshiba are collaborating again to deliver a second “social film, titled “The Beauty Inside”. Similar to the original “The Inside Experience” project, this new social film experiment is being brought to life by some of the leading minds in Hollywood, technology and social media who hope to continue to break new ground in the genre of interactive, social entertainment.
“The Beauty Inside” social film experiment will allow viewers to be more than just viewers: they will have the chance to become characters in the film itself via social media casting calls and will be able to interact with the main character of the film via social networking. The film provides an opportunity for everyone in the audience (and around the world) to have the chance to play the main character in the film. Sundance award-winning Director Drake Doremus will oversee and direct the film, the main characters as well as the audience by weaving multiple elements of social media into the story, casting and episodes.
As Toshiba, along with Intel, usher in a new era of computing, the goal of the film is to expand the entertainment computing experience on Toshiba Ultrabook devices with Intel Inside.
Cast & Crew: Director Drake Doremus, Topher Grace, Mary Elizabeth Winstead
Sundance award-winning director, Drake Doremus, best known for directing the film Like Crazy will oversee and direct the film.
Topher Grace, best-known for his role as Eric Forman in the sitcom ‘That ‘70s Show’ as well as roles in Take Me Home Tonight, Valentine’s Day and Spider Man 3 will star in the film.
Mary Elizabeth Winstead, known for her role in the 2012 summer action film Abraham Lincoln: Vampire Hunter (released on June 22nd) as well as roles in Scott Pilgrim vs. the World and Live Free or Die Hard will also star in the film.
Plot:
“The Beauty Inside” plot follows the main character, Alex, a 20-something guy who wakes up every day with a new face and new body – as a completely different person on the outside but the same person inside. Alex encounters everyday life challenges including where will he work, what adventures and troubles will he get into as well as a romantic twist. The plot will follow Alex as he navigates through his days in a completely different body carrying and using his Toshiba Portégé® Ultrabook. The product also serves as Alex’s personal journal in which he documents and captures his daily trials and tribulations that come with his ever-changing appearance. Also due to his changing character, the Ultrabook system is an easy and quick way to identify Alex in each episode. The social film experiment allows for audience members (via a Facebook driven social casting call) to have the opportunity to play the same part of the main character.
Social Experience:
“The Beauty Inside” will be a global social film, taking place in more than 15 countries, expanding on the success of the original project by engaging a worldwide audience and hosting regional market activations. The film will take the traditional cinematic experience from being a passive one-away interaction –from screen to viewer –to one where people can audition for roles in the film, interact with the main character Alex using social media and much more.
On July 24th we will issue a global, online casting call via Facebook to audition for the part of the main character in the film. We will post manuscript outlines, description of the role and other details. Viewers then need to use the app on the Facebook page to record themselves auditioning for the roles by reading the script and posting their audition video to the site. They are encouraged to share their video and ask friends to “like” their video to increase their chance of being selected but ultimately the film’s Director Drake Doremus will make the final selection on what videos gets added into the film.,
Details/Timing:
| DATE
| STAGE
| DESCRIPTION
|
| Jun 11-22 |
Filming |
The film was shot in Los Angeles from June 11-15. |
| Jun 15-Jul 15 |
Production |
During this phase the film will be in production. The film will be edited into a series of episodes that will then be unveiled over the course of a six week period. |
| Jul 24 |
Social Audition, Global Launch of Facebook page, film website and trailer |
On July 24th, timed with the trailer release and Facebook page launch, the team will issue a global online casting call for auditions. |
| August 9 |
First Look Launches |
“First Look” will air |
| August 16-September 20 |
Live Social Film Experience |
The film will be available online in weekly episodes starting on August 16th and continue over a six-week time period. New episodes will be released on Thursdays at 3pm PST. |
| July 29 – September 2012 |
Best Buy Retail Offer |
In the U.S. consumers that buy a Toshiba Portégé or Satellite Ultrabook at Best Buy will receive a $100 Orbitz travel credit. |
Key players:
- Drake Doremus – Director (IMDB)
- Topher Grace – Actor (IMDB)
- Mary Elizabeth Winstead – Actress (IMDB)
- Matthew Gubler –Actor (IMBD)
- Johan Jervoe, Vice President Partner Marketing, Intel Corporation
- Billie Goldman, Partner Marketing Manager, Intel
- Tom Hume, Director of Marketing Communications, Toshiba America Information Systems, Digital Products Division
Press Contact:
Ashley Saunders
Ogilvy PR
O: 303-634-2628
M: 303-818-7490
ashley.saunders@ogilvy.com
Tay Choon Song (Mr)
Toshiba Singapore Pte Ltd
Email: csong@toshiba.com.sg
