Intel and Toshiba America Information Systems have announced a novel collaboration and campaign to deliver a new social film project entitled Inside (trailer posted below).

This film aims to establish a new genre of interactive, social entertainment and is directed by D.J Caruso (Disturbia and Eagle Eye) and Oscar-winning cinematographer Mauro Fiore (Avatar and Training Day).

In the film we find Christina, a 20-something woman trapped in a room with only a 2nd generation Intel Core i7 processor-powered Toshiba Satellite P775 series notebook, as well as an untraceable internet connection.

Unable to determine where she is being held or what her fate might be, Christina uses this notebook to mobilise her social network, reaching out to friends, family and anyone else who can assist her in figuring out where she’s being held and how to escape.

Unlike most other movies where the audience simply watch, Inside engages the audience by enlisting them to be a part of the film through social media. Viewers are encouraged to connect with Christina, tweet clues and post advice on her Facebook wall. The film will air in short episodes kicking off on 25 July.

During this time, viewers will be invited to activate their social channels and help decode Christina’s dilemma by posting tips, insights, ideas and clues. The editing team, led by Emmy-winning editor Josh Bodnar, will incorporate posts that best fit the storyline into the episodes.

Caruso stated that Inside is unique because it enables him to direct not just the actors, but the audience as well. “Social film is still in an experimental phase and collaborations like this one will help bring new concepts, opportunities and ideas to the world of entertainment.”

“We had to approach the film differently because there are blanks that need to be filled in by the social media audience, but that is what makes it an exciting new experience for the viewer; the opportunity to participate in the film itself,” he explained.

As part of the film experience an online casting call has also been issued via the movie’s website. One viewer will have a chance to be cast in a role through a YouTube online casting call that opened yesterday and will run until 20 July. The winning video submission will be incorporated into the movie and the winner will be included in the credits of the film.

“As the ‘Sponsors of Tomorrow’ we are excited to expand the entertainment computing experience of today,” said Johan Jervoe, VP of Creative Services and Digital Marketing, Intel.

 

“By bringing the worlds of social media and entertainment together, we will give the viewer the ability to have an active voice and play a participating role, something that has never been done before with traditional film. It’s exciting for viewers/participants to have the opportunity of being cast alongside talent like Emmy Rossum, D.J. Caruso and Mauro Fiore.”