Etihad Airways Combines Innovation With Hollywood Glamor For Virtual Reality Movie

Abu Dhabi, United Arab Emirates, May 27, 2016 / PRNewswire / – Etihad Airways has released their highly anticipated 360-degree virtual reality film starring the Oscar-winning actress Nicole kidman. This is the first time that a Hollywood actor has previously starred in a fully immersive virtual reality film.

The five-minute feature film, titled “Reimagine”, is a major blow to the innovative national airline of the United Arab Emirates, and immerses its viewers on a fully experiential journey following Nicole kidman through one of its new Airbus A380s flying between New York and Abu Dhabi.

The airline used cutting-edge technology and multidisciplinary supports in functionality to bring its acclaimed customer experience and hospitality story to life by engaging the consumer in various sensory interactions aboard the virtual flight. Each scene in the film adopts a theme intended to stimulate the senses of light, sound, movement and conversation.

Nicole kidman, Oscar-winning actress and Etihad Airways brand ambassador, said: “The film is the culmination of Etihad’s vision to tell the story of the airline in an extremely innovative way and a commitment to its engage with the public like never before an airline has attempted. . It was a big challenge but it definitely paid off and it was great to be part of such an exciting project. “

Throughout the experience, the viewer meets and engages with a number of characters, including the actress herself, her director, an opera singer, and even an Emirati guest with a hawk in first class. The trip also offers one-on-one interactions with the Savoy-trained butler in The Residence, the airline’s luxury private three-room cabin, the in-flight chef in first class, the food and beverage manager in business class and the flying nanny, trained by Norland College. in the UK.

Peter Baumgartner, CEO of Etihad Airways, said: “We want to share the story of Etihad in a whole new way, using technology to make our consumers part of the story and to experience an Etihad Airways flight. A380 firsthand, from anywhere.

“The film shows how, as an innovative brand, we continue to break down the barriers of conventions and lead the way in intelligent communication and best practices not only within the aviation industry, but in the fields of marketing, communication and technology. ”

The adventure takes the viewer through the double-decker aircraft and covers its luxurious interiors, including economy class, business class and first class, before concluding with a focus on Nicole kidman take advantage of the unique characteristics of the residence.

Shane O’Hare, Senior Vice President Marketing of Etihad Airways, said: “In december 2014 We have completely redesigned the travel experience with the launch of our new A380 fleet, setting a new standard in innovative design, service and technology. This was followed in 2015 by a hugely successful advertising campaign featuring Nicole kidman.

“This immersive VR film is a radical change in the way we present the Etihad Airways brand and product to the consumer using new and very innovative mediums. Based on the success of our recent campaign with Nicole, the decision to carry this partnership to the next level was obvious. “

The film, whose production lasted more than six months, was shot exclusively in Abu Dhabi, and used cutting edge VR technology in its creation. An Etihad Airways A380 was used for three days and fully customized before filming; top lockers, seats and other sections of the aircraft interior have been removed to allow for the installation of advanced equipment Red Dragon cameras, which were used to perfectly capture the movement of the actress across the plane. Hundreds of individual lights were needed to ensure smooth, uninterrupted shots.

Etihad Airways worked with the Barbarian Group, a subsidiary of Cheil Worldwide, and creative digital production company MediaMonks to produce the film. The feature film was directed by acclaimed director duo husband and wife Anthony Atanasio and Valerie Martinez. The film used pioneering filming techniques to ensure a flawless production without warping or stitching, achieving unrivaled virtual reality results.

Ola Björling, Global Director of Virtual Reality at MediaMonks, said: “As the most multidisciplinary medium there is, VR relies more on craftsmanship and execution than on anything that came before it. We believe that the art in every facet of this production sets a new benchmark for live virtual reality. ”

The Virtual Reality film is available on a dedicated website vr.etihad.com and will be followed by an updated version in stereoscopic sound on June 17. To ensure a full experience, viewers will need to download the Oculus VR app from the airline’s dedicated website and watch the movie using a virtual reality headset, such as Oculus Rift or Google Cardboard. Viewers will also be able to watch the film as a 360-degree video on YouTube.

At May 29, Etihad Airways will host a red carpet premiere and panel discussion for “Reimagine” at its headquarters in Abu Dhabi. Connect to Facebook Live via the Etihad Airways Facebook page at 12h00 (UAE time) / 4:00 a.m. (Eastern Time) participate and ask your questions to some of the key players in the film.

About the Etihad Aviation group
Etihad Aviation Group (EAG) is a diverse global aviation and travel group comprising four business divisions – Etihad Airways, the national airline of United Arab Emirates, Etihad Engineering, Hala Group and Airline Equity Partners. The group has minority stakes in seven airlines: airberlin, Air Serbia, Air Seychelles, Alitalia, Jet Airways, Virgin Australia and Darwin Airline, based in Switzerland, under the Etihad Regional name.

Of his Abu Dhabi base, Etihad Airways serves, or has announced its intention to serve, 117 passenger and freight destinations in the Middle East, Africa, Europe, Asia, Australia and the Americas. The airline has a fleet of 122 Airbus and Boeing aircraft, with 204 aircraft on firm order, including 71 Boeing 787, 25 Boeing 777X, 62 Airbus A350 and 10 Airbus A380. For more information, please visit: www.etihad.com

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SOURCE Etihad Airways

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