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Tribeca Film Festival Challenges Your Inner Thespian With a Karaoke Machine for Acting


Do you enjoy faking orgasms in public places, or telling friends you see dead people? If so, New York City's Tribeca Film Festival has the ad campaign for you! 

Created by J. Walter Thompson, the push celebrates the event's 15th anniversary with a mix of experiential, digital and traditional components. 

The feature presentation is a machine called the ReActor. Combining voice and facial recognition technology with motion sensors, the unit records people acting out scenes from famous movies, and sends participants YouTube links of their best performances to share with friends. 

How awesomely obnoxious does this get? Watch the video below to find out: 

Well, that was just like watching When Harry Met Sally or The Sixth Sense. Or not. Who wouldn't want those clips flooding their email?!

The machine is also a critic, awarding high-scoring amateur thespians tickets to the festival, which runs from April 13-24. 

"Aside from being good, plain fun, the ReActor is a living representation of the kinds of things you will see at the festival," Bari Komitee, Tribeca's vice president of marketing, tells AdFreak. "Tribeca has been at the forefront of interactive storytelling—from immersive experiences to virtual reality—for a number of years. We wanted to get the community excited about what they can be a part of during the festival, and the ReActor sets the stage for that." 

Starting next week, the ReActor will travel around New York City, visiting various festival theaters and local attractions. Mostly, however, it will pass judgement on folks' acting chops at the Tribeca Film Festival hub, located in Spring Studios at 50 Varick St. in Manhattan.

Check out the festival's new print work below. 


Client: Tribeca Film Enterprises dba Tribeca Film Festival
Break Date: March 25, 2016
Exposure: Digital, Video, Cinema, Print, OOH, Experiential
Project Name: Tribeca Film Festival 15th Anniversary campaign and Tribeca ReActor

Agency: J. Walter Thompson New York
Head of Art & Design: Aaron Padin
Creative Director: Greg Erdelyi
Art Directors: Itai Enselberg, Katie Bourgeouis
Copywriter: Kate Delaney
Designers: Soyeon Yoo, Emely Perez
Chief Creative Officer, New York: Brent Choi
Planner: Matt Baker
Head of Production: Jennifer McBride
Executive Producer: Mary Ellen Verrusio
Producers: Liam Golding
Executive Digital Producer: Zeynep Cingir
UX Designer: Jen Lash
Digital Producer: Nick Orsini
Director of Music: Paul Greco
Project Manager: Juliana Orozco
Art Buyer: Suzanna Shields
Account Team:
Oswaldo Barbosa – Business Director
Haley Rankin – Account Associate
Client Team: Andrew Essex and Bari Komitee

Director: Andrew Hines
Production Company: Current
Post-Production: The Mill
Editing House: J. Walter Thompson
Music House: J. Walter Thompson

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