If there’s a strategy to propel Disney’s “McFarland, USA” to the top of the 2015 box office, it probably involves attracting Spanish-speaking viewers to theaters. Disney clearly identified this early on and has developed a partnership to make the movie available to as many native Spanish speakers as possible.
Walt Disney Studios has announced a collaboration with myLINGO, a smartphone app that allows moviegoers to experience a film in the language of their choice discreetly through personal headphones. For Disney’s upcoming release of “McFarland, USA,” moviegoers can enjoy the film in Spanish right along side their bilingual family and friends when the film hits theaters on February 20.
The myLINGO app uses the microphone on a moviegoer’s smartphone or other device to “listen” to the audio, once the movie has begun. The app, through a proprietary algorithm, then matches the unique audio signature to its precise place in the movie, and plays back the alternate language audio through headphones in perfect sync with the film. The audio file will only play if it hears the movie, and once the movie is over, the file self-deletes from the app.
“We are delighted to bring the magical world of Disney films to a broader group of Spanish-speaking viewers and multicultural families at select theatres with this new technology,” said Paul Holliman, Vice President, Strategic Planning at Walt Disney Studios. “myLINGO provides a rich and customized cinematic experience, where bilingual families and friends can share the same emotion, laughter and excitement together in a whole new way.”
The Spanish audio track for “McFarland, USA” will be offered for free via a promotional code throughout opening weekend February 20 – 22. Following the opening weekend, filmgoers can access the audio track for $1.99.
“The Walt Disney Company is one of the most iconic and respected companies in the world, and myLINGO is thrilled to be working together on such an important film about bringing people and communities together,” said Adam Polak, co-founder of myLINGO. Co-founder, Olenka Polak added, “myLINGO is dedicated to creating authentic and inclusive experiences that are accessible to all moviegoers no matter what language they speak.”
Full plot synopsis is below the jump:
Read More »Disney and myLINGO to provide free Spanish Language Audio Track for “McFarland, USA” via mobile app