Christie lights up Doctor Strange

Projector firm Christie has used its innovative MicroTiles product to help promote the new Marvel movie Doctor Strange.

Visitors to the Okeaniya Shopping Centre in Moscow are able to “experience the multiverse” through the Doctor’s eyes thanks to Christie’s special tiles.

Doctor Strange, starring Benedict Cumberbatch, is the latest movie release from the Marvel Studios which sees one of the comic house’s most venerable characters make the leap from comic-book to the big screen.

Christie’s MicroTiles are being used in an interactive display for the promotional campaign for the movie, recently released in Russia.

“On this occasion, cinema visitors get the chance to walk in the shoes of the film’s main character, complete a virtual quest and make the choice of whether to ‘alter reality’ or ‘create a portal’. Once they’ve finished, a trailer for the film is shown”, says Natalia Valiyeva of Smart Look, the advertising agency behind the idea.

“The MicroTiles modules, which combine DLP and LED technologies, were the best choice for this creative task. They are exceptionally bright, offer stunning colour reproduction and a wide viewing angle; the digital panels fit together almost seamlessly and can be arranged in any configuration.”

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