Warner Bros. Pictures and Reface have launched a promotional partnership using Artificial Intelligence & Machine Learning technology to swap fans’ faces with characters in scenes from the upcoming blockbuster film The Matrix Resurrections.
“Giving filmgoers the chance to digitally ‘live’ their favorite on-screen moments is a new frontier in personalized, immersive entertainment,” said Dima Shvets, CEO and co-founder of Reface. “Synthetic media is enriching fans’ connection to film and other entertainment mediums, opening doors for the creation of new engaging, customized and on-brand content that they can share at scale with their family and friends.”
The partnership with Reface is the latest in a wave of innovative promotions for The Matrix Resurrections in the runup to the film’s U.S. release in theaters and on HBO Max on December 22, 2021. Fans were first teased footage from the movie on an interactive website that served up 180,000 video variations depending on user choices and time of day.
“We are excited to be partnering with Reface and to leverage their cutting-edge use of AI and synthetic media to reach a global audience just as The Matrix Resurrections hits screens around the world. Allowing fans of The Matrix universe to place themself into that world via a digital simulation, well, what could be more Matrix than that?” said Bryan Warman, Warner Bros. Senior Vice President of Worldwide Digital Marketing.
Synthetic media is transforming content both in the entertainment industry itself and the massive marketing campaigns that support it.
“We’re really just starting to see the opportunities of synthetic media technologies, which makes this an incredibly exciting time for new innovative, forward-thinking partners to meet consumers wherever they are,” said Anton Volovyk, Reface’s Chief Business Officer. “The promise of AI/ML is facilitating previously impossible digital brand experiences that are more immersive, memorable and personal, while also being more accessible.”