The live event was an experiment in live filmmaking, with direct influence by the Dutch audience who could direct the movie through Twitter, as if they were famous directors themselves.

A concept built around the idea that the best way to promote the film festival was to bring it as close as possible and make it an intense experience. Quite relevant for a movie-loving audience.

- The tweets were filtered live through a custom built back-end system, that allowed the tweets to be pre-selected and sent to the director who made the final selection.

- The film was broadcast live on national TV & online

- A website showed the live movie, listed all the tweets and allowed user to send new tweet

- Actors got their instructions through in-ear headset

- 8 high-end camera's were used

- Production value was important: HD movie quality that suits the film festival

The short-term goal was to create a never-done-before world first, that will inspire future film and communication formats. To prove that it could be done and attract PR attention. In short, to create a lot of excitement and awareness towards the Dutch Film Festival.

The objective was to get an audience that participated and viewed the movie live. Most tweets were very positive, relevant tot the storyline and supportive of the experiment.

Long-term goal: to create a lot of excitement and awareness towards the Dutch Film Festival, by engaging the audience and getting them closer to the festival. We made the audience part of our brand story.

The results:

- A world's first! Attracting attention from consumers and the international film industry

- Worldwide trending topic, beating the Olympics

- More than 500.000 euro in measured PR value

- More than 1 tweet per second during a 90 minute live feature (113 tweets implemented in movie)

- Close to 150.000 visitors to the festival, well within the target

There is clearly an audience for interactive, live, second screen formats in the movie category and this project may inspire future creatives to test the boundaries.