MGM Studios - Silverlight enables fans to explore the set of the Stargate Universe and generates incremental Ad revenue for the Studio

Stargate.MGM.com is the official site for the Stargate TV and Movie franchise.  The Stargate franchise includes the TV Show ‘Stargate SG-1’, the longest running science-fiction series in US TV history. 

On July 8th, the site will re-launch to promote its new TV show, ‘Stargate Universe’ (coming to the Sci-Fi channel in the Fall of 2009).  Using Microsoft Silverlight and Photosynth technology, MGM and Microsoft brought the incredible detail of the sets from the show to the fans - using 3D and high-resolution photography. 

The application innovates on traditional advertising by triggering Ads when the user moves from Synth to Synth.  MGM embedded five-second spots that get the message across without pushing the user away.  The first release of the site contains three advertisements on a rotating cycle.  This first-of-its-kind formula enables incremental revenue without being obtrusive.

Situation

In May 2009, Microsoft and MGM partnered to build an application which gives old and new fans of Stargate their first look at the main location of the TV show, an ancient starship called the Destiny. The sets for the Destiny are amongst the most sophisticated ever built for a TV show, accurately capturing the spirit of a spaceship that has been abandoned for millennia.  

MGM wanted to give fans an accurate experience of what it would be like to walk around and live on the Destiny, and using Microsoft Silverlight and Photosynth were able to deliver an immersive 3-D experience.  This also provided an opportunity to drive incremental Ad revenue.

Solution

Over the space of two days, several hundred photographs were taken of some of the locations of the Destiny starship. These include the fan-favorite Gate Room, from where the crew embarks on their adventures through the Stargate as well as locations such as the ship’s control center, observation deck, and main shuttle.

These photographs were used to create a number of 3D scenes using Microsoft Photosynth technology.  This technology analyzes pictures and creates a virtual 3D space using the different viewpoints from different pictures. Because the pictures were shot in high resolution, fans can zoom in and see the sets in great detail.

Quote

“This experience is going to offer Stargate fans just what they want to see in just the kind of detail that they like. It’s a unique opportunity for people to walk around the ship, virtually, on their computer, from home. It’s phenomenal” said Thomas Hughes, Vice President of Worldwide Digital Media at MGM.