Actor Josh Hutcherson, star of The Hunger Games franchise, has partnered with Canon U.S.A. Inc. and Ron Howard for Project Imagination: The Trailer, and for the first time ever, anyone’s life moments can become a movie trailer and inspire a Hollywood film. The user-generated experiment invites consumers of all skill levels to create and submit trailers of their everyday life moments, resulting in one winning trailer selected by Ron Howard and Josh Hutcherson, which will ultimately inspire a short film in which Hutcherson will star and produce.
“Josh Hutcherson is going to be a great addition, empowering a whole new generation to pick up a camera and realize they are far more creative than they give themselves credit for in their everyday life moments,” said Ron Howard. “I encourage people to really have fun with their storytelling; who knows, the kid’s birthday party might end up looking like a horror film or a trailer for a fantastic thriller that could truly captivate us.”
“I’m fascinated by filmmaking and recently sat down with Ron Howard to hear about the history of Project Imagination,” said Josh Hutcherson. “The creative process truly excites me, as does officially joining the cast of Canon’s Project Imagination: The Trailer. I’m really looking forward to starring in a film inspired by user-generated trailer submissions.”
Submissions will open on February 25 at imagination.usa.canon.com. Until then, consumers can visit the website and get inspired by watching “The Trailer of Your Life” – a 45-second trailer about the project, leveraging everyday footage from everyday consumers. The site also includes Ron Howard’s tips for creating trailers.
Project Imagination: The Trailer marks Ron Howard’s third time partnering with Canon, a brand that aligns with his conviction that people’s everyday lives are visually and cinematically worth recording.
“We’re delighted to continue our great partnership with Ron Howard and welcome Josh Hutcherson to the project,” said Yuichi Ishizuka, president and COO Canon U.S.A.
The Evolution of Project Imagination
In 2011, Ron Howard and Canon U.S.A. launched Project Imagin8ion, the first photo contest in history to inspire a Hollywood short film. Project Imagin8ion resulted in one film, When You Find Me, directed by actress Bryce Dallas Howard, inspired by eight winning photographs.
In 2012, Howard and Canon U.S.A. teamed up again for Project Imaginat10n, the first photo contest in history to inspire a film festival. Project Imaginat10n resulted in the production of 10 films, five of which were consumer directed and five of which were directed by influential celebrities from five diverse backgrounds, Jamie Foxx (entertainer), Eva Longoria (actress), Georgina Chapman (co-founder of Marchesa; fashion), James Murphy (formerly of LCD SOUNDSYSTEM; music) and Biz Stone (co-founder of Twitter; technology). The collective project was inspired by 91 winning photographs, one from each of 10 core tenets of storytelling. The 91st photo from the tenth theme, Discovery, was selected by Howard and woven into all films to create a common thread.
Grey New York, Canon’s agency partner for more than 30 years, is developing the creative and digital elements of Project Imagination: The Trailer. Grey Activation & PR is managing the partnerships with Howard and Hutcherson, as well as the promotional, event and public relations efforts.
