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Web Film
Midea: 90 Minutes of Air Conditioning
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On 17th August, following the hottest July on record for New York City, with heat records being set in a number of US cities, air- conditioner brand Midea teamed up with creative agency Pereira O'Dell to treat New Yorkers to a 90-minute film featuring the Midea U, at Manhattan cinema 'Village Easy by Angelika'. New Yorkers were able to escape the heat of the city to the air conditioned cinema, to attend the premiere of '90 minutes of air conditioning' - a feature length film about an air conditioiner cooling an NYC apartment - accompanied by free popcorn and soda. Pereira O’Dell entertainment conceived the Warholian 90-minute film starring the air conditioning unit Midea U, seizing the moment of the record-breaking NYC summer heatwave, combined with the New York habit of escaping to an air-conditioned cinema when it’s really hot outside. 60 and 15 second clips of ‘90 Minutes of Air Conditioning’ will run on social channels and give more people the chance to ‘watch’ the film, and laugh at the insider joke riffing on the NYers habit of going to an air conditioned cinema to escape summer heatwaves. Rather than tell people to turn off the phones, as is usual at the cinema, the film encouraged people to keep theirs on, chat during the movie, watch something on their phones and enjoy being cool. A film about an air conditioner. For 90 minutes. An epic feature length film created to be the perfect excuse, so that NYers could get some sweet sweet AC on a hot day. A cinematic experience designed to be viewed on the big screen of a chilly theater or at home with Midea’s best-selling window AC Unit, the Midea U.
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