ADI Provide LED Screen For Age Of Stupid Film Premiere

ADI provided their iCONIC 12 mobile LED screen for the people’s premiere of the new climate change cinema documentary “The Age of Stupid” in Leicester Square.ADI's iCONIC 12 beside the Green (not Red!) Carpet (photo courtesy of Andy Aitchison)

The Age of Stupid is a groundbreaking film which looks at the future effect of our generation’s response to climate change. This enormously ambitious drama-documentary-animation hybrid stars Oscar-nominated Pete Postlethwaite as an old man living in the devastated world of 2055, watching "archive" footage from 2008 and asking: why didn't we stop climate change while we had the chance?

Organised by Unity, the premiere in Leicester Square was the world's first truly eco premiere, and saw a solar-powered cinema tent setup in the park in the centre of Leicester Square for the screening, with a live satellite feed to 62 cinemas round the country, as well as to other key venues such as the Eden Project.

Star of the film Pete Postlethwaite arrives at the Premier on a bicycle (photo courtesy of Andy Aitchison)An independent environmental audit was carried out to monitor all CO2 emissions caused by the flagship premier and it totalled a mere1% of the usual carbon emissions seen at an average Hollywood premier. Everything at the event – including ADI’s iCONIC 12 – was powered using Firefly Solar’s mobile solution, which used a solar power system backed up by biodiesel, ensuring minimal environmental impact.

In keeping with the theme of the project, ADI were chosen as supplier due to their green credentials, with the iCONIC 12 used due to it being their smallest and most economical screen, both to run and transport (it’s small size means it can be transported without the need for an HGV). The screen ran for the duration of the premiere, showing content that included a documentary about the making of The Age of Stupid.

...and is captured by film crews, with the iCONIC 12 behindNick Parker, Business Development Manager at ADI, commented: “It was a pleasure to be involved in such a worthwhile cause that is sure to make a big impact in the way people think about climate change. And the premiere itself stands as an example to the events industry about how we can create large events that are non-damaging to the environment.”

You can find out more about Age of Stupid - and find out where you can see it - at www.ageofstupid.net