AMC Laser Pre-Show

In the world of modern cinema, the "pre-show" is more than just a countdown—it’s an opportunity to showcase the cutting-edge technology that defines the theater experience. Partnering with Intake Studios, Awe-Full provided high-end 3D execution for AMC’s global promotion of their new Laser Projection systems. The creative concept traces the evolution of light in projection, culminating in a visual crescendo that celebrates the clarity, brightness, and color of the laser era. If you’ve sat in an AMC theater over the last year, you’ve likely experienced this high-impact sequence on the big screen.

To achieve the level of fidelity required for a theatrical release, we utilized a world-class technical pipeline centered on complex particle simulations and lighting effects. Our primary Houdini artists, Bret Walters and Simon Holmedal, spearheaded the most intricate elements of the piece, creating millions of dynamic particles that react to the "evolutionary" path of light. The project demanded extreme precision in 3D rendering and light physics to ensure that the on-screen visuals perfectly mirrored the real-world benefits of laser projection. The result is a high-octane blend of science and art that pushes the boundaries of cinematic motion design.