The roadshow, which is a mobile interactive consumer experience within a 50sqm exhibition unit, will give members of the public the opportunity to star in film trailers for famous movies such as The Sound of Music, Night at the Museum 2, The Rocky Horror Picture Show and Alien.
The event will be coming to Asda in Wembley on Thursday (11 November) for the UK leg of its European tour that is visiting countries such as France and Italy as part of a tactical drive to support key Fox European rertail partners.
Fox vice president of marketing, library and home entertainment August Martin said: "The roadshow allows us to connect with consumers on a personal level and through the film trailers and data capture, it will create strong social media momentum beyond the event itself."
"We strategically chose a roadshow to market this campaign because it can deliver product demonstrations and face-to-face contact with high numbers of consumers and in turn support our European retail partners at an important time of year."
The unit experience incorporates two special green screen backgrounds that allow visitors’ faces to be superimposed on to those of famous actors.
The film trailers will be edited on-board and emailed to visitors after the event in their home language, creating a European viral campaign by lengthening the event experience and allowing them to share the clip via Facebook and Twitter and spread the word about Blu-ray.
EMS client services director Justin Isles added: "Working with 20th Century Fox, we have created a truly immersive multilingual campaign that will directly engage consumers in their brand and the Blu-ray technology."
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