DT and Asger Leth join forces to create "Move On", the first truly interactive road movie
May 14, 2012
- Award winning Director Asger Leth and Deutsche Telekom (DT) come together to bring to life the brand promise 'Life is for sharing'
- Mads Mikkelsen, star of Casino Royale, The Three Musketeers, Monsters vs. Aliens and Clash of the Titans to play the lead
- Audiences will have the opportunity to become part of the "Move On" creative team; and get involved in every aspect of the production from casting through to locations or choosing props
This is the first time a road movie will integrate consumer participation into the creative process of filmmaking at this scale. From pre-production through to the film’s completion, audiences will have the opportunity to influence elements of the film including location, character’s names or the music they listen to, along with a chance to play an actual role in the film itself.
Leth and DT will be developing a distinct set of challenges for each market ensuring audiences from all 11 participating markets across Europe have the chance to get involved.
Film fans can find out more about these challenges, and join in DT and Leth’s creative journey by logging on to www.move-on-film.com.
The script has been carefully formulated to embrace participation from consumers by award winning screenwriter Matt Greenhalgh and is the story of one man’s journey across Europe, and his mission, to deliver a mysterious silver suitcase and keep it safe from harm at all costs.
Building on DT’s mobile internet capabilities and expertise, along with the products and services used by millions of people on the go everyday, consumers across Europe will be able to play the role of virtual casting agents, location scouts and art directors supporting Leth and his team as they undertake this unique creative journey.
"I am hugely excited about the prospect of being able to involve so many people in this creative journey, by working together with thousands of people from across Europe I think that we will be able to create something really unique and engaging, I really see this as part of the next chapter in the way in which films are created." Asger Leth
Whilst traditional brand involvement in film has centered around sponsorship and product placement, "Move On" will see DT and Leth working together to push the boundaries of what is possible in terms of consumer collaboration, as audiences are given the chance to influence what happens around Mikkelsen’s character as he attempts to carry out his mission.
DT’s mobile internet products and services will also play a key role in the actual production of "Move On", keeping Leth and his team connected with consumers across Europe, and the information and resources he needs, as the production moves through 8 countries in just 30 days.
""Move On" is ultimately a story about life on the road, and one man’s mission to stay one step ahead of the rest of the world whilst he’s on the move. As one of Europe’s biggest providers of mobile internet products and services, keeping people connected is something we know a lot about. Whether in terms of the film’s actual storyline, the technical demands and communication requirements that go with making a movie like this in multiple locations, or the unique way in which consumers will be able to share in the filmmaking experience, the partnership with Asger and "Move On" is a natural fit.” Hans-Christian Schwingen
Participating DT markets include Albania, Austria, Bulgaria, Croatia, Czech Republic, Germany, Hungary, Macedonia, Montenegro, the Netherlands and Slovakia.
About Deutsche Telekom
Deutsche Telekom is one of the world’s leading integrated telecommunications companies with over 129 million mobile customers, 34 million fixed-network lines and approximately 17 million broadband lines (as of December 31, 2011). The Group provides products and services for the fixed network, mobile communications, the Internet and IPTV for consumers, and ICT solutions for business customers and corporate customers. Deutsche Telekom is present in around 50 countries and has over 235,000 employees worldwide. The Group generated revenues of EUR 58.7 billion in the 2011 financial year - more than half of it outside Germany (as of December 31, 2011).
About the Director Asger Leth
The son of acclaimed Danish Director Jorgen Leth, Asger Leth rose to prominence with his extraordinary film, the “Ghosts of Cite Soleil” which won the DGA’s Outstanding Directorial Achievement in Documentary filmmaking in 2008. His commercial work includes spots for the Danish Games, Mercedes and ECPAT, the organisation that has pledged to put an end to the sexual exploitation of minors. Asger's latest feature film was the major studio release “Man on a Ledge”, starring Sam Worthington, Ed Harris, Jamie Bell and Elizabeth Banks.
About the Lead Actor Mads Mikkelsen
Internationally acclaimed and multi-award winning actor Mads Mikkelsen is the top male star in his native Denmark. Mads Mikkelsen was born in 1965. After attending Aarhus Theatre School, he made his film debut in the movie PUSHER (1996), which was directed by Nicolas Winding Refn, whom he continued working with on BLEEDER (1999) and PUSHER II (2004). Later, he got a leading role in the Emmy Award-winning Danish TV show UNIT ONE (2000-2004). Mads Mikkelsen showcased his comic talents with his leading roles in THE GREEN BUTCHERS (2003) and ADAM’S APPLES (2006).
Mads Mikkelsen began his international career with his role as Tristan in the movie KING ARTHUR (2004) but his international breakthrough came when he appeared as the 007 villain Le Chiffre in CASINO ROYALE (2006). That same year he held the leading role in the Oscar nominated AFTER THE WEDDING directed by Oscar winning director Susanne Bier. Since then Mads Mikkelsen has appeared in several significant roles in international feature films such as Nicolas Winding Refn’s VALHALLA RISING (2009), COCO CHANEL AND IGOR STRAVINSKY (2009), CLASH OF THE TITANS (2010), THE THREE MUSKETEERS (2011) and A ROYAL AFFAIR (2012). In 2011, Mads Mikkelsen was awarded the prestigious European Film Award for Achievement in World Cinema in recognition of his unique contribution to the world of film by the European Film Academy. Mads Mikkelsen plays the lead in Thomas Vinterberg's THE HUNT, which is in competition at this year’s Cannes Film Festival.
About the Screenwriter Matt Greenhalgh
Following highly acclaimed work writing TV comedy and drama, Matt Greenhalgh begun a prosperous film career with the release of "Control" in 2007. "Control", a biopic of Joy Division’s front man Ian Curtis, won Best British Independent Film at the British Independent Film Awards and Matt also won the Carl Foreman Award for the Most Promising Newcomer at the 2008 BAFTA Awards. Matt’s second feature film, "Nowhere Boy", was a chronicle of young John Lennon’s early years, starring Aaron Johnson, Kristin Scott Thomas and Anne-Marie Duff, and was nominated for 'Outstanding British Film' at the BAFTA's in 2010. Matt has written and directed two short films, "Acid Burn" and "Supermarket Girl" and his latest feature film, "The King of Soho", is currently filming in London, directed by Michael Winterbottom and starring Steve Coogan and Anna Friel.