Slumdog Millionaire gets Addictive TV treatment

by Dan Leahul, Brand Republic 05-Jan-09, 14:40

LONDON - A remixed viral trailer for the UK release of the Oscar-tipped Danny Boyle film 'Slumdog Millionaire', using only images and sounds from the film has been produced by audiovisual artists Addictive TV.

Addictive TV was approached by French film company Pathe and filmmaker Boyle, who also directed '28 Days Later' and 'Trainspotting', to create a mash-up video for 'Slumdog Millionaire' after giving similar treatments to previous blockbuster film releases such as 'Iron Man'.

Pathe, who also led viral-based marketing with the release of the Michel Gondry film 'Be Kind Rewind' last year, approached Addictive TV to help market 'Slumdog Millionaire' through online video sharing sites.

The video can also be accessed in as a high quality version on YouTube.

Graham Daniels, Addictive TV front man, said: "It's great Pathe are taking a lead in the independent film sector like this, and sharing our vision of film remixing.

"With our style of work, 'Slumdog Millionaire' is an amazing film to play with, it's so cinematic and evocative in both sound and picture, it's really colourful and vibrant, and with Danny Boyle known for his cutting edge approach to music and film, making this kind of remix for his movie seems like a natural fit."

The film is released in the UK and Europe on Friday. It tells the story of an illiterate Mumbai teen who gets the chance to go on the Indian version of 'Who Wants to Be a Millionaire?' and has been generating Oscar buzz since winning the Best Film award from the US National Board of Review last Thursday.

Comments

Marion Rose - 02/02/2009

Hi Bill, I am forwarding Graham's latest work, this time on the Indian film Slumdog Millionaire, you can click on youtube. Snow very heavy down here, so I have not crossed my threshold! Bye for now. Marion.