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Pearl Media Transforms Hollywood’s Roosevelt Hotel Into Massive 3D X-Men Projection

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Pearl Media, a non-traditional media company specializing in groundbreaking out-of-home brand experiences, and Twentieth Century Fox Home Entertainment celebrated the Blu-Ray and DVD release of the critically acclaimed and highly-anticipated X-Men: First Class last night with the transformation of Hollywood’s Roosevelt Hotel into a massive 3D X-Men projection.

Showcasing the powers of the young mutant class and their effects on the historic building, the mind-blowing 3D projection entertained partygoers and passers-by, as they witnessed the Roosevelt Hotel freeze, melt, become covered in fur and scales, withstand a tornado hit and mutate into the shape of the X-Men symbol right before their eyes and without the use of 3D glasses.

“With Twentieth Century Fox Home Entertainment, we captured fan’s imaginations and vividly showcased the powers of the X-Men mutants on a massive scale,” said Josh Cohen, President and CEO of Pearl Media. “There isn’t a more effective way to tell a dynamic and engaging brand story than with 3D projection. Pearl Media is taking our complex proprietary 3D technology and delivering it to clients as a turn-key out-of-home solution.”

X-Men: First Class was one of the biggest and best reviewed movies of the summer,” said Mary Daily, Executive Vice President, Marketing, Twentieth Century Fox Home Entertainment.  “We wanted to build excitement for the Blu-ray and DVD release and what better way to do that than for fans to see their favorite characters come to life with an unprecedented 3D projection that stunned onlookers as the mutants take over the landmark hotel.”

Utilizing state-of-the-art, high-powered projectors, Pearl Media’s proprietary advanced 3D mapping technology, lighting, sound, shadows and animation, the 3D projection was mapped to the contours of the Roosevelt Hotel, offering consumers a unique way to experience the powers of the X-Men like never before.

Beyond the 3D projection, partygoers had the ability to scan a customized X-Men: First Class QR code to access exclusive video content and a coupon for the Blu-ray and DVD. Inside the hotel, they experienced the transformation of the lobby and Teddy’s of The Roosevelt Hotel into the “Hellfire Club” where attendees were entertained by world-renowned DJ Paul Oakenfold and models dressed as Emma Frost.

A second showing of the X-Men: First Class projection will run, Friday September 9, 2011, from 9:00PM PST to 12:00AM PST at Hollywood’s Roosevelt Hotel located at 7000 Hollywood Boulevard Los Angeles, CA 90028.

Twentieth Century Fox Home Entertainment

Twentieth Century Fox Home Entertainment, LLC (TCFHE) is a recognized global industry leader and a subsidiary of Twentieth Century Fox Film Corporation, a News Corporation company. Representing 75 years of innovative and award-winning filmmaking from Twentieth Century Fox, TCFHE is the worldwide marketing, sales and distribution company for all Fox film and television programming, acquisitions and original productions on DVD, Blu-ray Disc Digital Copy, Video On Demand and Digital Download. The company also releases all products globally for MGM Home Entertainment. Each year TCFHE introduces hundreds of new and newly enhanced products, which it services to retail outlets from mass merchants and warehouse clubs to specialty stores and e-commerce throughout the world.

About Pearl Media

Pearl Media specializes in creating unique, targeted, groundbreaking out-of-home experiences for leading brands. The solutions company brings large format outdoor campaigns to life through unexpected media outlets and the latest technologies. Headquartered in New Jersey with offices in Chicago, Los Angeles and Miami, Pearl Media connects brands to consumers across the country with inventory in the top 25 markets and delivers real ROI. For more information, visit

Source: Pearl Media

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