Twentieth Century Fox Home Entertainment celebrated the release of X-Men: First Class on Blu-Ray and DVD last week in style with an incredible 3D projection on Hollywood’s Roosevelt Hotel. Here is the official news release,

Twentieth Century Fox Home Entertainment and Pearl Media

Transform Hollywood’s Roosevelt Hotel Into Massive 3D X-Men Projection

“X-Men: First Class” Blu-ray and DVD Launch is celebrated through an innovative industry first as the Young Mutant Class Transforms Building Façade

HOLLYWOOD – September 9, 2011 – Pearl Media, a non-traditional media company specializing in groundbreaking out-of-home brand experiences, and Twentieth Century Fox Home Entertainment celebrated the Blu-Ray and DVD release of the critically acclaimed and highly-anticipated X-Men: First Class last night with the transformation of Hollywood’s Roosevelt Hotel into a massive 3D X-Men projection.

Showcasing the powers of the young mutant class and their effects on the historic building, the mind-blowing 3D projection entertained partygoers and passers-by, as they witnessed the Roosevelt Hotel freeze, melt, become covered in fur and scales, withstand a tornado hit and mutate into the shape of the X-Men symbol right before their eyes and without the use of 3D glasses. To experience the transformation, visit: http://www.youtube.com/watch?v=6NQOr6lx3AY.

“With Twentieth Century Fox Home Entertainment, we captured fan’s imaginations and vividly showcased the powers of the X-Men mutants on a massive scale,” said Josh Cohen, President and CEO of Pearl Media. “There isn’t a more effective way to tell a dynamic and engaging brand story than with 3D projection. Pearl Media is taking our complex proprietary 3D technology and delivering it to clients as a turn-key out-of-home solution.”

“X-Men: First Class was one of the biggest and best reviewed movies of the summer,” said Mary Daily, Executive Vice President, Marketing, Twentieth Century Fox Home Entertainment. “We wanted to build excitement for the Blu-ray and DVD release and what better way to do that than for fans to see their favorite characters come to life with an unprecedented 3D projection that stunned onlookers as the mutants take over the landmark hotel.”

Utilizing state-of-the-art, high-powered projectors, Pearl Media’s proprietary advanced 3D mapping technology, lighting, sound, shadows and animation, the 3D projection was mapped to the contours of the Roosevelt Hotel, offering consumers a unique way to experience the powers of the X-Men like never before.

Beyond the 3D projection, partygoers had the ability to scan a customized X-Men: First Class QR code to access exclusive video content and a coupon for the Blu-ray and DVD. Inside the hotel, they experienced the transformation of the lobby and Teddy’s of The Roosevelt Hotel into the “Hellfire Club” where attendees were entertained by world-renowned DJ Paul Oakenfold and models dressed as Emma Frost.

A second showing of the X-Men: First Class projection will run today, Friday September 9, 2011, from 9:00PM PST to 12:00AM PST at Hollywood’s Roosevelt Hotel located at 7000 Hollywood Boulevard Los Angeles, CA 90028.

And now a pretty darn cool video of the projection,

X-Men: First Class was released in theaters earlier this summer to critical and box office success, while the Blu-Ray and DVD were released Sept. 9.

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