The new 3D audio experience “SoundFi: At the Movies” is a headphone-based, personalised auditory experience that lets cinemagoers listen to the movie soundtrack in their chosen language on a smartphone using any headphones.
The US company SoundFi engaged the services of Paterson-Entertainment to support the implementation of the marketing activities in Switzerland. To date, three events have been implemented jointly:
Launch of the app in German-speaking Switzerland for B2B customers
The first film playable with the SoundFi audio format was Sony Pictures’ THE EQUALIZER 2. Paterson-Entertainment and KITAG CINEMAS invited cinema operators, distributors, media representatives and business contacts to try out the unique listening experience for themselves.
Launch of the app in French-speaking Switzerland for B2B customers
A few months later, in collaboration with the Pathé cinema group, Paterson-Entertainment organised a second event for the same target groups in French-speaking Switzerland, this time in Lausanne with the Paramount Pictures movie BUMBLEBEE.
First event for a public audience (B2C)
The third event targeted a public audience for the first time. In cooperation with ARENA Cinemas Zurich and headphone sponsor Sennheiser, SoundFi and Paterson-Entertainment invited students whose first language is Italian, Spanish, English, Portuguese or French to watch the film. The horror film PET SEMATARY from Paramount Pictures was screened to the almost capacity audience in the ARENA Cinemas ONYX LED theatre.
After each of the three events, audience opinions were captured on video and a digital survey on the quality of the app was conducted and evaluated.
Further films using the SoundFi audio system are in planning and will soon be available in Switzerland.