Hugh Jackman’s upcoming sci-fi thriller Reminiscence has a trailer like no other. The evolution of technology has changed not only the way we watch movies, but also the way cinema is marketed or presented to the public. Previously, people were informed about an upcoming movie through mass media such as TV and the Internet and producers increased curiosity about their product. That is no longer true. The audience is now as much a part of the promotion as those who work in the film. How? Consider This: Warner Bros. uses deepfake technology to bring audiences into the latest trailer of their upcoming movie Reminiscence.
Jackman, who plays the character of Nick Bannister, a private detective of the ghost, then takes the person “down memory lane”. The person can see themselves in a short video made of – literally – just their photo. Watching the promotional video gives you the illusion that you actually behaved as the video now shows. To try this for yourself, all you need to do is visit the website and follow Nick Bannister’s directions in Jackman’s baritone voice. You will be prompted to upload a photo showing a person’s face. Then a few questions follow and finally your video appears.
The campaign feels quite interactive, even though the animation isn’t even remotely perfect. The face sometimes looks distorted. But it’s still not bad, as the technology created the video sequence from a single photo. This has also highlighted how innovative technology can be used by filmmakers to immerse their audiences in the world of their characters. However, technologies like these face questions about how they protect users’ privacy and data.
This promo was created by a company called D-ID, and it likely works to ensure deep counterfeits are not used to harass or manipulate, Protocol reported.
The idea behind Reminiscence’s latest promo is to capture the audience’s imagination by conjuring up a sequence that gives the feeling of a (real) past.
Reminiscence releases in theaters around the world on August 20 and on HBO Max.