Toronto-based event management firm Event Marrin is offering a new take on interactive events—and it doubles as a viral marketing tool. The concept, called a Movie in the Making (M.I.T.M.), incorporates the shooting of a short film into an event's proceedings. A product launch might include the new offering in a '50s-style comedy, for example.
Marrin consults with clients to create a script and sends professional actors, a director, and a producer to the event. Guests receive their lines as they arrive (or they can choose not to appear on film—Marrin with alter the script depending on the number of interested participants). The movie is shot throughout the course of the event, and within three days, a copy of the final cut is emailed to everyone who attended.
“The genius of M.I.T.M. lies in its ability to tailor a brand's key messages and weave them into the framework of the movie,” says Marrin founder Suzanne Dyment, noting that the end product has “huge social media potential” on sites like YouTube and Facebook.