Boxoffice-April.1998

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WIRED WORLD: Siteseeing _........_ Spaced Out: New Line's "Lost in Space" Weiisite Has Stellar Contents, GraplliCS by Christine James Line's ofiRcial website for "Lost in going to come across something that tells you New Space" won't be found at www. lostinsjjace.com, as one might expect As so often happens when companies apply for addresses on the Internet, the name was already taken. "Believe it or not, it's a special effects company in London," says Gordon Paddison, New Line's manager of interactive marketing. Though New Line could have fought for its proprietary right to the name, time was of the essence, and the company was happy with the equally recognizable URL that's been opted for, www.dangerwillrobinson.com. "But the thing that's so funny is I've seen a couple of reviews reviewing [the special effects company's site] as a website for the film. They didn't bother to read the fact that it says it's a special effects company. [One outlet wrote], 'There isn't anything that talks about the movie!' It's like, "That's right!" Promotional alliances with several demographically compatible companies and publications, along with the power of the buzz among netsurfers, should soon rectify the identity crisis. Paddison's creatioa which takes Net users aboard tile Robinson family's spacecraft, is a destination site of "universal" proportions, filled with interesting information, fantastic graphics, behindthe-scenes features, fiin activities and contests (one offers the chance to go to Space Camp). In creating the site, Paddison has placed a strong emphasis on making the experience exciting and easy to access for every level ofcomputer user, from neophyte to expert. One can enter the site through the low-tech html route, or through the Shockwave option, which requires the increasingly popular animation software (a free download, to which the "Lost in Space" site is linked). "I told all my designers when we started doing the [development] that most of all, I want something for people who want to do no work," says Paddison. "The last thing I want to get as a user is something with a broken picture saying 'You want to get the plug-in?' It's like, "No, I want to leave! And I'm not going to come back!" I want people to be able to chocKe. If they find it interesting enough to spend their time to click and get the download, then that's great." The site is engaging and impressive, both aesthetically and content-wise, with or without the Shockwave plug-in. As Paddison puts it, "You need nothing to do everything on this site. Your mother's way on AOL in Nowhereland, the look and feel is identical. There's still rollovers, popovers," he says, referring to different types of onscreen animation. 'The concept of the home page," explaias Paddison, "is the Robinson family looking out of the windscreen of the Jupiter 2. You come in and you see what the Robinsons see, so that you're part of the family, and-you're lost in space. But then anywhere you go on the interface, you're 38 BoxoFncE "It's about understanding who your target is, and a proper way to give them an experience that's enjoyable, while at the same time getting across a message that hopefully says ^Please spend $7 at your local theatre. '" something." (As you move your mouse, information appears telling you what each item is that your pointer touches.) "My whole concept is that this is last place you will be lost." The page looks out into a galaxy filled with multi-colored planets—each of which contains its own online adventure. There's Science Planet, Create Your Own Planet the Harmony Planet Penny's Worid, and Dr. Smith's Evil Asteroid. "The idea is to have these individual planets reflect the themes of the [movie's] characters. So most of the planets reflect the job and moral code of the individual people on the ship. We have Penny's World, for instance; that's Penny Robinson's planet. Penny's World is teenage angst. I'm working on deals with teen magazines [in which they'd provide articles like] The 'Lost in Space' Love (Juiz: Together Forever or Should Your Boyfriend Get Lost in Space? The Create Your Own Planet is based on Judy, because she's a science officer. The theme of that planet is to create an environment where the Robinsons can survive while they're lost in space. Or not, to appeal to the young demo— you can freeze them to death." The Harmonic Planet is, according to the page's text, "a planetoid that orbits a stable neutron star" that emits radio signals. 'These are actual space sounds that we have taken from radio telescopes," says Paddison. "It enables you to detect where the signal's from, what the star source is. And then it takes you to a mixer and you can mix space sounds into a rhythm box." Additionally, there are all the features netsurfers have come to expect from a movie website: interviews with the stars and filmmakers, stills fiom the movie, soundbites and trailers. Paddison says the site will also have the some of the film's storyboards posted with the corresponding pages from the script and the finished film elements. 'There's so much information you could go silly from it. And that's the great thing about the web. You have no restrictions. [You don't have to worry] "Ooh, well, paper costs [this much]." The web is just time and energy and passion." Paddison does the interactive mariceting for all ofNew Line's properties, but that dtiesn't always mean a full-blown website. "Sometimes there are other ways to skin it," he says. "Like 1 can do a promotion on Yahoo! or something. There are many different ways to service the property. If you're doing "Grumpy Old Men," it may not be best to put up a cool website. There may be a better thing you can do in the Seniors area on AOL. It's about understanding who your tai^et is, and a proper way to give them an experience that's enjoyable, while at the same time getting across a mes,sage that hopefully .says 'Please spend $7 at your local theatre."'^B
5 Mobfle Memory without the overhead A booth automation with portable memory. The Mobile Memory has 8 cues and 18 function selections. Programmed events are retained in the non-volatile memory module. Optional fiber optic interface with our FiberLink Status System. Odyssey Products We make getting connected a map. 770-448-4873 5845 Oakbrook Pkwy., Suite G • Norcross, GA 30093 • 770-825-0243 • Fax 770-825-0245 • email odysseyproducts@mindspring.com Response No. 1 1
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Boxoffice-April.1998

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