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

Can you run the lines like a pro?

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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