The “Parallel Lines” initiative has the strapline “There are millions of ways to tell a story. There’s only one way to watch one.” As already revealed, it features five films created by DDB and Philips in association with Ridley Scott Associates (RSA).
The five short films were chosen from 45 submissions and cover genres ranging from drama, action, animation, to sci-fi and thriller.
The films are available to view online at www.philips.com/cinema from today (8 April) and have been trailered with teaser campaigns. The initiative is a successor to last year’s “Carousel” campaign.
The through-the-line campaign also embraces social media and by becoming fan of the campaign on Facebook, users will have access to additional exclusive content such as director interviews, stills, and behind-the-scenes clips.
A Parallel Lines masthead in widescreen 21:9 cinematic format is appearing on YouTube’s homepage in seven markets today (8 April). It directs consumers to a dedicated Philips Cinema channel where they can watch the Parallel Lines trailer in HD quality on Philips widescreen 21:9 Ambiplayer. This is the first time a 21:9 cinematic format media player has ever been used on YouTube.
Philips is also challenging budding film-makers to create a sixth Parallel Lines short film. Entrants are asked to submit an original short film based on the same dialogue used by the directors from RSA. The winner will gain a week’s work experience at RSA offices in Los Angeles, New York or London.
The competition entries will be hosted on a branded YouTube channel and will feature public voting rounds. Finalists will be judged on various criteria including creative storytelling, use of dialogue, and technical achievement.