As virtually reality continues to become a major part of the marketing mix, shows that you might not expect to leverage the technology are making big strides. Comedy Central's "Another Period," which "follows the lives of the obscenely rich Bellacourt family and their many servants in turn-of-the-century Rhode Island," recently launched a virtual reality video.
Even thought the show takes place in 1903, the creative team found a fun way to extend the storyline on Facebook with a 360° narrative. The video (embedded above) comes across as a short play where the actors never stop moving or performing.
Found Remote interviewed Lu Chekowsky, the SVP Brand Creative, Comedy Central about creating this unique video for the show that stars Natasha Leggero and Riki Lindhome.
Found Remote: Why did you decide to do 360 for a show based in 1903?
Lu Chekowsky: We've had a lot of fun playing with modern technology for the marketing of this show – for the launch of Another Period; we created an "Original Tweet" spot that featured a carrier pigeon, instead of 40 characters, and for this season’s premiere piece, we are featuring a DJ booth at a very "turnt" party (season two’s unifying line is: TURNT OF THE CENTURY) featuring an antique phonograph with horn. The show is ripe with modern themes brought to life in period costumes, and 360 just felt like the perfect embodiment of the push and pull that the comedy of the show takes on in every episode.
FR: How was it different than just filming any kind of clip for Facebook?
LC: It's such a new medium, and all the typical ways of scripting and blocking actors were thrown away. The piece was shot in one take and the video has no edits. We loved the challenge of putting these amazing comedic actors in a confined space that was intimate and so specific -- and what we ended up with comes off feeling like a short play. It's amazing how each time you watch the piece you can experience a different version of the story and find new moments. In that way, it's wildly different than any other FB clip, as it offers a different experience each time you engage with it. I think the energy and danger of that single take experience feels different for this kind of comedic show -- you really get a sense for how the performers take on their characters and this world. It's a treat for fans and new viewers alike.
FR: Does VR have a future in extensions of shows, or will we eventually see it on linear too?
LC: Sky is the limit on this technology, but I believe that since fandoms and audiences are hungry for deeper content, and demanding more and more access into the worlds that they love, that building experiences like this one that speak to the wonder of discovery and the deep love fans have for our shows -- is definitely in the future.
FR: Anything else the show is doing that's worth knowing?
LC: The show is tremendous to work with and we have a super robust rollout of creative on this Season two campaign. One great motion direction we produced is using a zoetrope theme -- the original GIFs -- to bring to life some hilarious "silent" physical comedy. Also be on the lookout for the Bellacourt's/Another Period stamp on the side of the Hamptons Luxury Liner which proudly says: "WE SHARE A HAMPTONS HOUSE TOO. WITH OUR SERVANTS."
"Another Period" airs tonight 10pm Eastern.