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Saturday, 30 March 2013

Disney 8-bit Lane in UK

Welcome to #8BitLane! Every once in a while, an impressive promo hits the streets somewhere around the world, showing just how great modern movie marketing can be. Disney is just getting around to releasing Oscar-nominated animated movie Wreck-It Ralph in the UK this February, so they've started promoting it intensely in London. One of the displays is an entire street converted to 8-bit called, as we mentioned, 8-Bit Lane located near The Truman Brewery. Everything from "a London taxi, postbox, pigeon, tree, clouds, CCTV camera" and dog, complete with poop, have been made 8-bit. This is really cool, I want to go!

Wreck-It Ralph is an adventure where arcade video games are alive and the title character jumps between them trying to be a hero. The London street lets you get in on the action by having a pixelated tree, dog, police car, and more. According to Now Here This, 8 Bit Lane is open until Sunday, and it has the world’s first Blipp-able building. Blippar is a visual discovery (read: augmented reality) app, and you can even play a game using it on said building. Click here to see a photo album of the lane, and check out a few highlights below.

It’s hard to believe that Disney’s latest animated film Wreck-It Ralph doesn’t open up in the UK until February 8th, over three months after its US release. Fortunately, Disney makes up for the wait a bit by creating 8 Bit Lane in London near the The Truman Brewery. Get the details after the break.

This last nifty photo is from the Now Here This Time Out London blog, from their post on this promo:

If you live in England, or are visiting London, you can find this "8-Bit Road" promo install located at Old Truman Brewery, E1 6QL (find it on Google Maps). I wish I could go see all this in person - so awesome!

Rich Moore (who has helmed episodes of "Futurama" and "The Simpsons") directed Wreck-It Ralph, the story of an 8-bit video game character struggling with his own villainous identity with the world of arcade games. John C. Reilly voices the titular character who tries to be a hero, but ends up unleashing a deadly enemy who just might destroy every game in the arcade. Jack McBrayer, Jane Lynch and Sarah Silverman all lend their voices. Released in the US last November, the Disney film arrives in UK theaters February 8th

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