Go behind the big screen

To launch the world’s first cinematic proportion TV, Philips’ Cinema 21:9, Tribal DDB created a cinematic experience exclusively for online.

Everything about the site is designed to be cinematic – the movie, filmed as one single tracking shot, the title sequence that doubles as a loader, the interactive film score, and even the way the user chooses their connection speed has been designed to mimic the cinema experience.

Users can stop the film, go behind the scenes and understand how the cinematic experience was realized. They can hear about the relevance of light, shape and picture quality to cinema. The surrounding site lets users compare 21:9 to 16:9, turn Ambilight on and off and ‘scrub’ the film. The Share button allows for posting to all major social networks (Facebook, Bebo, Delicious, Digg, etc).