creative business cup 2013 National winner in Denmark

Denmark: A Danish Business Brings Animation to Life

“We think we can change the animation paradigm across the world.” — Jakob Balslev, founder of Cinema dell’Arte

By Stephen Firestone

Imagine you’re a kid in a movie theatre.

You’re watching an animated film about a brave frog that tries to save a princess from an evil warlock. Suddenly, the frog on screen turns to you and shouts “Help! What should I do now?”

Startled and confused, you timidly suggest “…hop?”

The frog starts hopping. “I can’t do this without you,” pleads the fictitious amphibian. “You’re going to have to hop with me.”

You quickly rise from your seat and begin to jump up and down, still incredulous that you are interacting with a two dimensional character.

“It’s working!” he yelps, and sure enough, the power of your hopping is enough to defeat the warlock and free the princess.

Once merely a spectator, you now feel like a movie hero.

While this experience may sound like a futuristic dream, Danish entrepreneur Jakob Balslev is bringing interactive theatre to the modern world with his startup company Cinema dell’Arte.

The product finds its roots in 16th Century Italian commedia dell’Arte, in which masked actors would improvise comedic sketches to the delight of the audience. Today, Balslev utilizes new technologies to create an entirely unique adventure for his consumers.

The magic trick comes from trained actors wearing motion capture suits and high tech facial recognition sensors. Each actor represents and controls an on-screen character with his or her every motion, and can view the reactions of the audience via hidden cameras. Audience members are encouraged to communicate and interact with the characters, creating a sense of wonder and engagement rarely found other types of entertainment.

“What we love about Cinema dell’Arte is the interaction between the audience and the characters,” said Balslev. “We think we can change the animation paradigm across the world.”

During a trial run in Denmark, Balslev’s show lit up the room with smiles from children and adults alike. The company posted an amazing video from the presentation online, giving audiences around the world the chance to experience the magic of Cinema dell’Arte.

Though the business remains in development, Cinema dell’Arte has already achieved remarkable success.

Competing at the 2013 Creative Business Cup, Balslev was crowned national champion, sending him to compete in the global finals in Copenhagen, where he finished as a commendable top five finalist.

“Being in the top five gives us the confidence we need to move forward,” exclaimed Balslev after the event.

Additionally, the company has agreed to cooperate on projects with businesses ranging from television channels to amusement parks. Technology from the company is being incorporated to develop mobile apps and interactive advertisements, including one that was featured on Times Square.

Balslev sees an enormous potential market for his business, highlighting the desire of modern consumers to participate in one-time events.

“In a world where so much content is mass produced in advance, there’s going to be a need for shared experiences”, he stressed.

According to Balslev, the company also holds the potential to expand internationally.

“Cinema dell’Arte is not restricted by languages or distances,” he highlighted. “We could make a show in Denmark, make the same show in China with different actors, and we’d have Hans Christian Andersen in China.”

Now, after years of hard work, technological development, and artistic innovation, Balslev feels prepared to take the next steps.

“I’ve been working on this project for years with it just being an idea, so actually doing a show commercially and seeing the kids’ faces — that’s what excites me about the future.”