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Toshiba and Intel collaborate for online film project

‘The Beauty Inside’ will use Facebook for global auditions and the screening

by Carly CaumaintPublished: August 01, 2012 08:30 AM

Toshiba’s Digital Products Division (DPD), a division of Toshiba America Information Systems Inc. in Irvine, and Intel Corporation will be creatively collaborating to produce “The Beauty Inside,” an online film project combining social media and the Hollywood-style film medium while showcasing the Toshiba Portégé Ultrabook.

Toshiba describes “The Beauty Inside” as a planned blockbuster-class project in social entertainment featuring the talents of leading professionals in Hollywood as well as social media and Toshiba’s hardware technology. The project will feature Topher Grace from “Spider-Man 3” and Mary Elizabeth Winstead of “Abraham Lincoln: Vampire Hunter,” and will be directed by Sundance award-winning director Drake Doremus, famous for “Like Crazy.”

The film will also showcase the Intel-inspired Ultrabook laptop computer with its built-in security, and fresh designs through a social media-induced experience.

“The social film is a prime example of Toshiba’s commitment to leading innovation,” said Carl Pinto, vice president of marketing, Toshiba America Information Systems, Inc., Digital Products Division. “Our goal is to extend our promise of creating products with a full suite of features and functionality that inspire creativity among a new generation of film and social media fans and engage with them via the online channels that they already use.”

A global online casting call taking place on Facebook began July 24 where viewers will have the opportunity to play the main character, Alex, by auditioning online. Alex is in his twenties and experiencing a whirlwind of emotions when waking up each morning in a different body. While carrying around his Toshiba Portege Ultrabook, Alex documents the daily changes that occur with each face and body transformation. Those who audition will have the opportunity to play one of Alex’s identities in the film.

“The future of filmmaking is evolving, and social film is a largely uncharted territory,” said Doremus, director of the film. “This global film allows us to really push the boundaries of making movies. It’s been an exciting challenge to be tasked with incorporating mass audience participation into this year’s project.”

The global film will debut on Thursday, August 16 on Facebook in the genre of interactive, social entertainment allowing viewers to actively participate with the main character through social networking.

“As we usher in a new era of computing, we are excited to continue to expand the entertainment computing experience on Intel-inspired Ultrabook devices,” said Johan Jervoe, vice president partner marketing, Intel. “This global social film is proof that the right technology can blend two major forms of entertainment and give a global audience the opportunity to be engaged and have a chance to play a role in a blockbuster-style Hollywood movie.”

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