Intel® and Toshiba Push Boundaries of Branded Content with New Social Film "The Power Inside"

NEWS HIGHLIGHTS

* The film trailer will launch on July 25 along with a consumer casting call; visit www.thepowerinside.com.
* The first episode of the social film will be available on August 15 and continue online over the next six weeks.
* The film stars actors Harvey Keitel, Craig Roberts, Analeigh Tipton, Reid Ewing and Zack Pearlman and is directed by Will Speck and Josh Gordon.


SANTA CLARA and IRVINE, Calif. – Intel® Corporation and Toshiba’s Digital Products Division (DPD), a division of Toshiba America Information Systems Inc.*, today announced a creative collaboration to deliver a social film titled “The Power Inside.” Directed by Will Speck and Josh Gordon (“Blades of Glory” and “The Switch”), the movie stars Harvey Keitel (“Reservoir Dogs”), Craig Roberts (“Submarine”), Analeigh Tipton (“Crazy, Stupid, Love”), Reid Ewing (“Modern Family”) and Zack Pearlman (“The Inbetweeners”). “The Power Inside” is a blockbuster-class experiment in social entertainment, brought to life by leading minds in Hollywood, technology and social media. This will be the third year that Intel and Toshiba have partnered with award-winning directors to produce a Hollywood-quality film. Last year’s “The Beauty Inside” film won a 2013 Daytime Emmy award for Outstanding New Approach to Daytime Programming.



“The way that we make films and how viewers interact with entertainment content is evolving,” said Will Speck of the film’s directing team Speck and Gordon. He continued, “Social films give us the opportunity to tell stories in a new way by creating an immersive, participatory experience for the audience. Co-Director Josh Gordon added, ”This project was also a chance to collaborate with talent from all fields of entertainment, technology and advertising, pushing the boundaries of filmmaking. It’s exciting to work in this new model and to allow viewers to participate alongside the creation of the content"



The film’s plot follows an alien invasion by a race of extraterrestrial moustaches and unibrows who take over the upper lips and eyes of people around the world. The main character is Neil, who together with his friends and the help of technology discovers his inner strength to defeat the moustache and unibrow invaders called Uricks. Intel-inspired Ultrabook™ devices by Toshiba play an important role in Neil’s journey of self-discovery.


Viewers from the around the world can visit www.thepowerinside.com or www.Facebook.com/insidefilms to watch the trailer and audition to be in the film. To join the Urick team and potentially be featured in the film people are invited to upload a photo from their computer webcam to the Facebook Page*, and the facial recognition software will add a moustache or unibrow. Viewers can also upload videos of themselves removing a moustache to join the Guardian team. These photos and videos may be incorporated into the social film episodes. Neil’s character will engage the audience through the “The Power Inside” Facebook Page. The global audience can watch the first episode online starting August 15.



“When we embarked on the first social film, the concept of branded entertainment was still in its infancy, yet consumers rewarded the newness and boldness with tens of millions of views and recently with a coveted Daytime Emmy,” said Johan Jervoe, Intel’s vice president partner marketing. “We continue to push the boundaries by partnering with acclaimed Hollywood talent and experimenting with new social tools to keep the experience fresh for our fans around the world.”



“Toshiba’s commitment to leading innovation is brought to life through the lens of the social film,” said Carl Pinto, vice president marketing, Toshiba America Information Systems, Inc., Digital Products Division. “We strive to inspire consumers, foster creativity among the social film fans, and promote the new wave of computing among these communities.”



Follow “The Power Inside” at www.thepowerinside.com. For more information on Intel-inspired Ultrabook devices, visit: http://www.intel.com/content/www/us/en/sponsors-of-tomorrow/ultrabook.html.



About Toshiba
Toshiba is a world-leading diversified manufacturer, solutions provider and marketer of advanced electronic and electrical products and systems. Toshiba Group brings innovation and imagination to a wide range of businesses: digital products, including LCD TVs, notebook PCs, retail solutions and MFPs; electronic devices, including semiconductors, storage products and materials; industrial and social infrastructure systems, including power generation systems, smart community solutions, medical systems and escalators & elevators; and home appliances. Toshiba was founded in 1875, and today operates a global network of more than 590 consolidated companies, with 206,000 employees worldwide and annual sales surpassing 5.8 trillion yen (US$61 billion). Visit Toshiba’s web site at www.toshiba.co.jp/index.htm.



About Intel
Intel (NASDAQ: INTC) is a world leader in computing innovation. The company designs and builds the essential technologies that serve as the foundation for the world’s computing devices. Additional information about Intel is available at newsroom.intel.com and blogs.intel.com.



Intel, Ultrabook and the Intel logo are trademarks of Intel Corporation in the United States and other countries.



* Other names and brands may be claimed as the property of others.