Moment Factory has returned to the Super Bowl – but not to the football field.
You may recall in 2012 the Montreal-based new-media company got big-time buzz for the floor visuals, lighting and interactive elements it brought to Indianapolis's Lucas Oil Stadium for the halftime show of the 46th gridiron classic.
This time, it's taking Manhattan with a Super Bowl virtual theatre, a rock-'em/sock-'em multimedia show projected onto the Broadway façade of the fabled Macy's department store. Six months in preparation, the eight-minute spectacular, spanning a "canvas" of some 305 square metres, kicked off late Wednesday afternoon, with screenings occurring eight times daily from 5:30 p.m. to 9:30 p.m., through Saturday.
A mix of NFL archival footage, highlights from the 2013-14 season, famous football faces, special effects, the show's part of a larger fête: Super Bowl Boulevard, which has closed Broadway to traffic from West 34th to 47th Street.
Macy's is "an ideal location," says Moment Factory creative director Sakchin Bessette, but "a difficult building to project on … so we had to … work on the windows to make it a better canvas."