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For the exclusive VIP advance screening of Novocaine in Los Angeles, NovaTech created a custom interactive experience for Paramount Pictures, combining industrial robotics, immersive storytelling, and instant social media engagement.
The activation featured two KUKA industrial robots. One robot acted as a robotic camera operator, capturing each guest's reaction, while the second robot applied a custom «Novocaine» stamp effect. The experience was designed to simulate a branding iron touching the guest's hand – complete with theatrical smoke, sound effects, and the phrase, «I don't feel pain», inspired by the film's storyline. In reality, the effect was created using safe theatrical techniques, paint, and special effects.
Immediately after the interaction, each guest's personalized video was automatically processed, uploaded to the cloud, and delivered via a unique QR code. Within seconds, attendees could download and share their experience on social media, turning the film premiere into a memorable fusion of entertainment, technology, and audience participation.
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