EE launches Mini Movie Makers AR tool
January 31, 2023
EE has launched EE Mini Movie Makers, a set of downloadable tools that use innovative AR technology coupled with AI content creation to transform children’s imaginary living room performances and inspire the next generation of performers and filmmakers.
EE Mini Movie Makers launches with a competition that will see the winning children and their family invited to meet the stars on the EE BAFTA Film Awards Red Carpet with EE hoping to inspire budding British actors and filmmakers. This follows a survey from EE that revealed that 79 per cent of children in the UK have performed at home for their parents, while 83 per cent parents agreed that technology was beneficial for their children’s imagination. When asked about the things that spark their children’s imagination, more parents answered ‘creating their own at home performances’ than anything else.
Launched with the help of TV presenter and author Frankie Bridge, who tested the tools out using the new Google Pixel 7 Pro with her seven-year-old son over EE Full Fibre Broadband, Mini Movie Makers features four 360-degree augmented reality film sets, which are hosted on Instagram. The design of the film sets leveraged artificial intelligence generation tools and was inspired by real world set design, as well as by the use of technology in animated kids’ films.
Bridge commented: “Whether it’s pretending to be an astronaut in space, a Jurassic explorer or a superhero saving the world, our children so often escape reality to tell their own imagined stories, and I’ve definitely had to sit through some interesting ones in the past! That’s why EE Mini Movie Makers is such a great initiative […] it gives families the tools to be a little more creative at home and elevate those performances. [my son] Carter and I had so much fun trying this out, especially the Action AR film set which he absolutely loved! I can’t wait to see the winning Mini Movie and am so excited to meet the winning family at the EE BAFTA Film Awards in February as EE’s Red Carpet host.”
Pete Jeavons, Marketing Communications Director at EE, added: “EE Mini Movie Makers is an exciting way to help families get swept up in the EE BAFTA Film Awards excitement at home and see what it really takes to put on an award-winning performance. The AR film sets have been designed to be used at home, connected to EE Full Fibre broadband which can cope with as many AR dinosaurs, spaceships and superheroes as those entering choose to throw at it!”
Emma Worrollo, Children’s Play Researcher, said: “This new research from EE tells us that parents understand the value in creative play, recognising the benefits it has on children’s confidence. Putting on performances and engaging in role play is an important part of children’s play, and this campaign is a great example of how technology can be used to enhance that. It allows them step into a safe imaginary world they create themselves where they can try out alternate identities, tell stories and make sense of themselves and the world around them. And a bonus, it’s often highly entertaining for parents too!”
The EE BAFTA Film Awards will take place on February 19th at the Southbank Centre’s Royal Festival Hall and will be broadcast on BBC1 and iPlayer, and syndicated globally.