During the Film Market at the 72nd Cannes Film Festival, Rai Cinema unveiled its virtual reality app. RAI’s media company presented its first cross-media project, Happy Birthday, directed by Lorenzo Giovenga and featuring actors Jenny De Nucci and Fortunato Cerlino.
Giovenga’s project won the competition launched by Rai Cinema last October, and was produced in collaboration with One More Pictures.
Rai Cinema is a leader in the field of VR, being the first Italian company to launch a virtual reality app with original content. It also has a library of free content, called “Rai Cinema Channel VR”.
The app will soon be available to buy at Oculus, Samsung, Apple and Android, and can be used on smartphones or with headset. In addition, all content can be viewed in 360 ° virtual reality on the Rai Cinema website.
Paolo Del Brocco, Chief Executive of RAI’s media affiliate, said the goal of this new product is to reach young audiences and, through it, to bring them to the cinema. The app is also aimed at adults, so they can get to know new formats and their uses.
Sources: http://www.bestmovie.it, https://www.rbcasting.com
