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Monday, July 11, 2011
 Intel and Toshiba Launch Social Media Film Project
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Message Text: Intel and Toshiba today announced a collaboration and campaign to deliver a new social film project titled "Inside." As part of the film experience an online casting call has also been issued at www.TheInsideExperience.com.

Starring Emmy Rossum, "Inside" is an experiment in social entertainment, brought to life by Hollywood, technology and social media. The film aims to bring a new genre of interactive, social entertainment and is directed by D.J. Caruso and Oscar-winning cinematographer Mauro Fiore.

"'Inside' is unique because it allows me as the director to direct not just the actors but the audience as well," Caruso said. "Social film is still in an experimental phase and collaborations like this one will help bring new concepts, opportunities and ideas to the world of entertainment. We had to approach the film differently because there are blanks that need to be filled in by the social media audience, but that is what makes it an exciting new experience for the viewer; the opportunity to participate in the film itself."

In the film, Rossum plays the role of Christina, a 20-something woman trapped in a room with only a 2nd Generation Intel Core i7 processor-powered Toshiba laptop and an untraceable Internet connection. Unable to determine where she is being held or what her fate might be, Christina uses the laptop to mobilize her social network, reaching out to friends, family and anyone else who can help her figure out where she's being held and how to escape.

Unlike most static productions, "Inside" engages the audience by enlisting them to be a part of the film through social media. Viewers are encouraged to connect with Christina, tweet clues and post advice to her Facebook wall. The film will air in short episodes starting on July 25. During this time, viewers will be invited to activate their social channels and help decode Christina?s dilemma by posting tips, insights, ideas and clues. The editing team, led by Emmy-winning editor Josh Bodnar, will incorporate posts that best fit the storyline into the episodes.

Additionally, one viewer will have a chance to be cast in a role through a YouTube online casting call that opens today and runs through July 20. The winning video submission will be incorporated into the movie and the winner will be included in the credits of the film.

Follow "Inside" at www.theinsideexperience.com, on Facebook at facebook.com/theinsideexperience and on Twitter via @theinsideexp or #theinsideexperience.
 
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