Kevin Hart is promoting his upcoming movie ‘What Now?’ via a tie-up with Comcast X1’s voice remote
Ahead of the premiere of Kevin Hart’s upcoming movie What Now?, which documents a stand-up routine that he performed at Philadelphia’s Lincoln Financial Field last summer, the comedian has linked up with Comcast to promote the film by letting anyone with an Xfinity X1 voice control remote “unlock” a collection of his content by simply ask the question “what now?”
In a spot created by 72andSunny’s New York office, Hart plugs the new voice command while sitting in his living room with his wife Eniko Parris. In the commercial, Hart reveals to his wife that he wore her mother’s leather jacket during the filming of What Now?, which is set to hit theaters on Oct. 14. The spot will air from Sept. 26 through Oct. 17 on channels including ESPN, MTV, BET, Adult Swim and VH1.
According to Xfinity, users who say “what now?” into the remote will be able to access Kevin Hart movies, extended clips, the What Now? Trailer, behind-the-scenes content and a “special welcome message” from the comedian himself. The company also said there are a few Easter egg voice controls that will make Hart talk back to viewers if they say the right search.
Xfinity has distributed more than 10 million X1 voice remotes since rolling them out last year, according to the Comcast, with customers “speaking into them about 200 million times a month to what they want to watch.”
Earlier this year, Xfinity partnered with the Oscars to let Xfinity TV customers view highlights of the 2016 awards show, “Best Picture” winners from the past 25 years and memorable moments throughout Oscar history, like Sally Field’s acceptance speech for “Best Actress” in 1985. Using their voice remote, viewers could say famous quotes from popular movies like Forrest Gump, Titanic and The Godfather to access the films.