Toshiba and Intel are teaming up for a branded content initiative that has all the makings of a blockbuster.
The companies launched their latest “social film” project, The Beauty Inside, which combines star power and social media, and also features the Intel-powered Toshiba Ultrabook laptop.
A follow-up to their first social film, The Inside Experience, the romantic comedy is about Alex, a 20-something male who wakes up every day with a new face and body but is the same person inside. His ever-changing appearance complicates his relationship with his girlfriend, Leah. While he navigates his day, Alex uses a Toshiba Ultrabook to document his trials and tribulations and keep track of who he’s been.
Directed by Sundance award-winning director Drake Doremus (Like Crazy), the film stars Topher Grace (That ’70s Show, Spider-Man 3) and Mary Elizabeth Winstead (Scott Pilgrim vs. the World).
But the lead role will be played by fans from around the world.
A 15-country casting call launched Wednesday via Facebook, giving male and female fans a chance to audition to play one of the many roles of Alex. Once they post their audition video to Facebook, they’re encouraged to share their submission and have people like it, but the director will make the final call on who is cast, said Sherry Lyons, director of marketing communications at Toshiba Canada.
The film will be shown online in weekly episodes starting Aug. 16 and continue for six weeks. Fans can also connect and interact with “Alex” on Facebook throughout the duration.
The project is an example of Toshiba’s commitment to “leading innovation from a technology perspective,” said Lyons. As its target audience is “very involved” in social media, the film allows Toshiba to “engage with them via the online channels that they already use,” she said.
“The future of filmmaking is evolving, and social film is largely uncharted territory,” said director Doremus, in a release. “This global film allows us to really push the boundaries of making movies; it’s been an exciting challenge to be tasked with incorporating mass audience participation into this year’s project.”
Toshiba and Intel’s first collaboration, The Inside Experience, starred Emmy Rossum as a 20-something woman trapped in a room with only a Toshiba laptop and an untraceable internet connection. Fans could help her escape by posting clues and advice on Twitter and Facebook, as well as audition for a role in the film.
Both films were created by San Francisco-based agency Pereira & O’Dell.
