Orange, Y&R Create Cinema Experience With Israeli Website

Video-on-Demand Portal Makes Viewers Turn Off the Lights

By Published on .

LONDON ( -- In promoting its video-on-demand service in Israel, Orange has taken a big step toward creating a home viewing environment that captures the thrill of watching movies on a big screen. Visitors to the website must turn down the lights to create a dim, movie-theater feel in their homes before they are allowed to view the content.

Once the lights are dimmed, a pair of "curtains" is pulled back across the screen, and film trailers are shown -- but the moment you turn up the lights, the curtains come back down. Here's a video demo:

Shalmor Avnon Amichay/ Y&R Interactive in Tel Aviv developed the light-sensitive website by using a webcam interface that detects and analyzes variations in the intensity of light.

The campaign promotes Orange's Orange Time online pay-per-view entertainment and movie portal and is designed to show viewers that watching a movie on the internet is a good substitute for watching it at the cinema. The idea is that the moment when the lights go down in the cinema is important because it puts us in the mood to watch a movie.

Once the site is activated, consumers are redirected to the full-length screening page on the Orange portal by clicking on a film trailer. The site saw a 50% increase in visits during the campaign, and within a month Orange was the top VOD portal in Israel. The website also won Young & Rubicam's internal Idea of the Year award.

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