In theory – in the cinema, in fact – in the movie
Photo artist Valentine Bo created a series of images for a MULTIPLEX cinema chain
Barely crossing the cinema's threshold, protagonists immerse into a magical cinematic world, metamorphosing into the next big blockbuster, comedy or fantasy characters. But our protagonists are in no way flabbergasted by this fact instead taking it as a given. After all modern cinematic technology managed to erase the thin line between reality and fiction. They simply enjoy a wonderful world of cinema unfolding before their eyes. It is, after all, their world. And this is the main message of the series of photographs. Multiplex cinema chain keeps up with time and provides a consumer with an excellent opportunity to choose the most comfortable form of attraction.
Valentine Bo, Photographer:
My proposed idea of advertising images illustrates a modern and, quite possibly, a future idea of cinema: leitmotif is the elimination of the frontier that is the screen. The viewer becomes a direct participant of the events, the image turns surreal. The clear differentiation between characters and viewers blurs out and no one can tell where the stage ends ad where the real world begins. The effect of immersion - that is the reason people go to the cinema. Equally important is to note that the surreality of the scenes is achieved via quite real objects, by a "single shot".
Vitaliy Pysarenko, Commercial Director of Multiplex cinema chain:
Watching a movie at the cinema - is a unique experience. Nowhere else can you get so immersed in an imaginary world, forget all your troubles and worries. In this photo session, we tried to express the idea of cinema as a place where the borders between reality and fantasy can be blurred.
Maria Babchuk, Project Manager:
With the arrival of television, futurologists predicted the death of cinemas. However, it has never came to be. And one of the reasons is the constant improvement of technology - a multitude of formats and means to express the idea of the film. For example, a virtual reality. In cooperation with our partner - Samsung Electronics - in Multiplex Lavina Mall, we've opened a first virtual reality cinema in Ukraine - VR CINEMA. I am positive that VR technologies will keep improving and the the image will become astonishingly realistic and clear. This exact tendency of blurring the line between reality and fiction we wanted to show in our project.
Creative direction - Valentine Bo
Graphic design - Valentine Bo
Copywriter - Valentine Bo
PM - Maria Babchuk
Stylist - Dina Golubeva
Makeup Artist - Dasha Taivas
Photographer - Valentine Bo
Post-Production - Bespoke Pixel studio
Models - Vyacheslav Davydov, Alina Kovalenko
