Brie and Franco weren’t the only ones going above and beyond, as Neon brought in new technology, hosting a “pupil dilation screening” in Los Angeles to examine people’s eyes while they watched the movie.
The tech came from a Singapore-based company, and the screening was the first time it was tested live, according to Parkes. Neon also flew in the team from Singapore and cameras from Germany to make the stunt happen.
“It was terrifying for us because it was a huge effort to pull it all together and to make it work—and obviously a great expense,” Parkes said. “It was almost like live TV. We didn’t know if this thing would actually work, but obviously it did because those pupils were just exploding.”
Some of the other themed screenings included a partnership with OurRitual, as well as a “buy one, get one free” ticket promotion.
“These things are informed by the film and taking the theme as a root of inspiration: bringing people together,” Parkes said. “If couples are apart, and it’s because of us, we’ll bring them back together. As messed up as Together is, it’s ultimately a love story. We could all have a little bit of that right now.”
