Posted July 14, 2010 by Marcia Degia - Publisher in Features
 
 

Parallel Lines Campaign


Philips Electronics and renowned film producers, Ridley
Scott Associates (RSA) – not content with their Parallel Lines campaign bagging
the 2010 inaugural Cannes Lions Grand Prix for Film Craft – have raised the
game by producing an all-new 3D short film.

Fans of the critically acclaimed campaign will have to wait
until September for film’s premiere. The ‘hush-hush’ film, currently in
post-production, is the continued partnership between Philips and the funky
advertising production company that was founded by director Sir Ridley Scott (Robin Hood, Blade Runner, Alien). At the helm, is resident director Barney
Cokeliss
who’s commercial work is known
for its cinematic style, visual storytelling and great performances.

The Parallel Lines campaign, which launched in April 2010,
challenged directors from RSA to create five films from one script to
demonstrate ‘that whatever content is watched, only Philips TVs’ Ambilight
technology, award-winning picture quality and superior sound, can recreate the
best cinematic viewing experience at home’.

The challenge has certainly paid off with the five very
different films having been watched over 5 million times, to date. Furthermore,
The Gift by RSA director Carl
Erik
Rinsch was awarded the aforementioned the inaugural Film
Craft Grand Prix was awarded for the short film at this year’s Cannes Lions. It
also received a Gold Film Craft Lion for Special Effects.

Now comes the next part of the campaign in which Philips
will promote the cinematic range of 3D LED TVs, including the world’s first
Full HD 3D cinema proportion LED TV
,
Cinema 21:9 Platinum Series, which launches later this summer. Philips’
creative agency DDB UK is collaborating with award-winning Vision3@ Compendium
to manage the creative and technical aspects of the shoot and post-production.

For this 6th film, Cokeliss was challenged to submit a
treatment for a short 3D film based upon the same single dialogue. One can only
expect a great film from a man who’s impressive list of clientele includes the
likes of Volkswagen, Lexus, Typhoo, Toyota, and Deutsche Bahn; but the
multi-award commercial director is already making a splash in the world of filmmaking.

Barney’s directing career began with Tea, a short commissioned by MTV Europe that went on to
be the shortest film selected at Sundance. Barney then wrote and directed Queen’s
Park Story
for BBC 2’s 10×10 strand. The Observer called it “the best
British drama on television this year”. It was in the official selection
at the Venice Film Festival and won Best Director at Toronto.

He has two features in development including one based on a
cult short story by the celebrated British author J.G. Ballard. He is currently
prepping the Berlin part of Geography of the Hapless Heart – a portmanteau feature built of fives stories
happening simultaneously in five cities. Certainly, Barney is a man to be
watched.

So, keep your eye out for the 3D film that will be revealed
in September and will be supported by an in-store retail experience. A 2D
version of the film will also be featured. In the meantime, you can check out
the Parallel Lines films for yourself. All can be found here: www.philips.com/cinema or www.youtube.com/philipscinema.
Exclusive footage of how the film was made, including interviews with the
director and crew, will be released on Philips Cinema’s Facebook page www.facebook.com/philipscinema
during the build up to the premiere in September.

It’s hard to imagine that in the near future, you will no longer have to traipse to the cinema to get your 3-D experience, whether it’s Tim Burton’s Alice In Wonderland (pictured), Pixar’s Toy Story 3 or the upcoming Step Up 3-D. Instead, you will be able to simply kick-back on your sofa…

The Tell It Your Way Competition!

There’s the chance for budding filmmakers to get involved. The Tell It Your
Way Competition
is aimed at the film
community to create a new film in the Parallel Lines series with one team
flying to the Arctic to finalize their entry. The overall winner will be selected in September following
two rounds of voting, including a YouTube public vote, and will receive a
week’s work experience with RSA and a red-carpet premiere experience in
addition to having their film recognized by Sir Ridley Scott. Deadline: 8th August. For more information: www.youtube.com/philipscinema.


Marcia Degia - Publisher

 
Marcia Degia has worked in the media industry for more than 10 years. She was previously Acting Managing Editor of Homes and Gardens magazine, Publishing Editor at Macmillan Publishers and Editor of Pride Magazine. Marcia, who has a Masters degree in Screenwriting, has also been involved in many broadcast projects. Among other things, she was the devisor of the documentary series Secret Suburbia for Living TV.