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ARM Innovation Hub
2 April, 2012 - 09:42 By News Desk

Boy bands in big screen debut

The BackStreet Boys and New Kids on The Block on their US tour

A Cambridge marketing firm specialising in the music industry is helping to promote an historic venture for New Kids on the Block and The Backstreet Boys.

An April 29 live show at the London’s O2 Arena featuring two of the biggest pop bands of the last 20 years will make history with a movie cast live to cinemas across Europe.

Quite Great in Cambridge UK, which is helping to market the enterprise, said the groundbreaking show will see a pan-European satellite feed via a high definition live cinema cast, direct from the 02 Arena to fans watching the show in over 300 hundred cinemas in UK & Ireland, Germany, Austria, Holland, Denmark, Norway, Sweden, Finland, Latvia, Estonia and Lithuania.

A spokesperson for Quite Great PR told Business Weekly: “This landmark live cinema cast looks set to revolutionise the live experience for music fans and at the same time develop a whole new cinematic experience which will help increase not just the impact for artists of their live shows, but also increase cinema attendances.”

The show will be distributed to cinemas by Myscreenevent.com using HD camera technology from The O2 and state of the art 5.1 surround sound to give the fans watching in cinemas a feeling of event participation as close to being in the venue as is possible with the cutting edge tools at their disposal.

Myscreenevent.com are pioneers in the field of digital cinema and to date have been involved in a diverse range of streaming from sports and documentaries to classical music.

ABC Entertainment and Livebeats are co-producing the event with Myscreenevent.com allowing a truly unique network of distribution which also means that fans can buy tickets direct from the band..

Quite Great PR believes the April 29 big screen debut will be the first of many. The spokesperson said: “This is a perfect opportunity to reach out to markets that already clearly enjoy the cinema experience and will highlight this groundbreaking development as a route all bands and artists will have the opportunity to embrace in the next 10 years.”

Quite Great is also choreographing its own growth. It is launching a new consumer brand. Leading this division will be Tommy Walker who has extensive experience working with large brands and global organisations in the creation, delivery, marketing and launch of new innovative products, services, and media.

He has also been a product marketing manager for a number of Microsoft's innovation programmes and has experience in multi-platform brand expansion. The division will be offering market research, social media and mobile application development, traditional marketing and PR services, events, and even workshops in innovation and social media.

Pete Bassett, founder and MD of the group said: “It is a very exciting time in the 15-year life cycle of Quite Great and its affiliated brands. We intend to expand aggressively into the viral, visual and tech sectors as well as using new technology to complement our existing PR and marketing skills.”

The new division will expand on Quite Great’s existing client base which not only includes music and entertainment legends but also sports brands such as Manchester City and Arsenal; TV stations like Sky Sports; nationwide competitions including The Health Lottery; and food companies like Hotel Chocolat and Munchy Seeds.

Quite Great is also helping new technology companies market and launch products and recently worked with Cambridge company True Knowledge – shortlisted in Business Weekly’s recent Awards – to market its mobile application EVI which has now reached number 1 in the iTunes downloads list.

• PHOTOGRAPH SHOWS: The Backstreet Boys and New Kids on The Block on their US tour

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