Intel Synchronizes 60 Ultrabooks to create Ultrabook™ Pop-Up Theater

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Feb 17, 2012

Intel is taking its Ultrabook™ message to the streets, literally, using 60 of the new ultra-thin, ultra-responsive and ultra-secure computing devices in a flash mob to create a giant mobile human billboard.

The company has launched a series of videos on YouTube featuring the Ultrabook™ Pop-Up Theater and events filmed in and around Los Angeles landmarks. The screen of the ‘theater’ is composed of 60 synchronized and choreographed Ultrabook™ computers.

The light-hearted campaign is designed to introduce Ultrabooks™, a new category of computers inspired by Intel. The next generation in mobile computing, Ultrabooks are thinner, lighter and more responsive than traditional laptops and more powerful and secure than tablets.

The first Ultrabooks—from brands* like Acer, Asus, Dell, HP, Lenovo, LG, Samsung and Toshiba—are in stores now. Intel expects more than 75 designs to be available or in development in 2012 and that Ultrabooks will become mainstream devices by the end of the year.

According to Asma Aziz, Intel Pakistan, PR & Marketing Manager: “We wanted to launch Ultrabook™ to the world in a fun and unexpected way. Ultrabook™ Pop-Up Theater showcases the nature of these great new devices and demonstrates how they can inspire and delight us during everyday moments. The campaign involved collaboration between creative and technology experts, as well as an energetic team of 60 young men and women, who helped bring Pop-Up Theater to life.

The Ultrabook™ Pop-Up Theater series can be seen at: