7ate9 recently completed work on the American Movie Channel's Much More Movie Sweepstakes. New promos for the newly re-branded classic movie channel, they will air as part of AMC's signature programming block, DVDtv. Working with AMC Producers, the team conceptualized something called the "Much More Movie Room" as the primary prize. The winner gets the thrill of having their living room transformed into the ultimate place to watch movies. Do they get ground popcorn and three inches of dried soda stuck to the floor too?

In any event, the team's next challenge was to translate this sweepstakes concept into an on air promotions campaign. Keeping with the contest's cinematic theme, 7ate9 looked to the movies for inspiration. After researching an effects shot from David Fincher's Fight Club in which a room was built piece by piece on screen, 7ate9 and the network agreed to the recreation of a similar sequence to showcase the prize package. Director Artur Spigel then went to work. Using a motion control rig mounted to a 35mm camera, the shot was grabbed 35 times, one take for each piece of the scene. With each take, prizes ranging from a plasma screen TV to movie loungers were added to the room. The end composite layered all 35 shots together, building one uniform pan that gives the effect of prizes simply appearing in the room as the shot progresses, all while a live action couple watches the room's transformation.

In addition to this project, 7ate9 has been working with AMC over the past year on various other endeavors, including a series of promotional spots for the Halloween themed Plasma Powered Sweepstakes last fall.