Set to release in theaters everywhere on Friday, ‘The Marvels’ took over the ‘Sphere’ for the world premiere on Tuesday night. It was by far the coolest promo to run at/on Las Vegas’ viral venue since it first lit up the exosphere on the 4th of July.
Goose, the cat-like alien creature who first appeared in Captain Marvel, towered over the city as her new movie debuted down the street. She was chasing a laser pointer, as cats do, until she realized that it would be impossible to swat it away.
To solve her problem, Goose tapped the pocket dimension that is inside her body, where she stores tentacles for offensive capabilities. The entire Sphere became a ball of tentacles, which allowed her to capture the laser pointer once and for all before turning back into cat form.
Marvel teamed up with software developer Autodesk for the promotion. The Mill, a visual effects studio, used Autodesk Maya 3D software to design, light, rig and animate the Goose character.
It could not have turned out any better!
The Sphere’s 580,000-square foot exterior is coated with a 16K LED display. Nearly 1.2 million LED pucks make up the display, and they are spaced eight inches apart. Each puck contains 38 LED diodes. Each diode can display 256 million colors.
Those 45 million+ diodes allowed Goose to go from an unassuming cat to a ball of tentacles in a matter of milliseconds. The Marvels and Autodesk’s project was the best use of the Sphere thus far.
Not only did it look cool, it used the space as intended. They covered every inch with an insane visual, which immediately went viral online— which serves as direct marketing for the Brie Larson-heavy film as it debuted elsewhere in Sin City.
Advertising rates for the Sphere are out of this world, so it was not cheap. However, based on the immediate reaction from fans of The Marvels and fans of the Sphere, the campaign was worth every penny!