Helping Batter the Box Office
LAgraphico's wallscape adorns LA's new W Hotel to promote movie "Inception."
What better site to place a wallscape for one of the year’s hottest
movies than in the very heart of Hollywood? LAgraphico (lagraphico.
com) in Burbank, California, did just that for long-time client
Warner Bros. in helping to promote the studio’s fi lm, Inception.
The 73 x 36-foot wallscape was produced for placement on the
side of the new W Hotel, which sits at the corner of Hollywood
Boulevard and Vine, adjacent to the Hollywood Walk of Fame. The
graphic comprised just one part of the overall Inception campaign.
LAgraphico – which specializes in printing marketing collateral for
the entertainment industry, for such clients as Disney, Sony, Paramount,
and others—also produced theatrical one-sheets and banners,
mall dominations, transit installations, billboards, and more.
Warner Bros., through ad agency The CRP Group, supplied all of
the job’s imagery and other assets. LAgraphico then performed the
necessary color correction and fi le-prep for the wallscape in-house,
including work with Photoshop, Illustrator, and InDesign.
Various proofs were executed for this job, says Michael Griffin,
LAgraphico’s marketing director, including: PDF proofs for onscreen
digital review and content approval; laser proofs for content
review and legal approval; and Epson 9880 proofs at scale (1/12th or
1/24th) for final color and content approval.
For final output, LAgraphico utilized its 204-inch EFI Vutek
5330 with ColorBurst RIP, printing onto Seattle Textile’s 13-ounce
Dynasty frontlit PVC Vinyl, with EFI Vutek inks. Total output time
was six hours, plus RIP time. Printing was done in 16-foot sections,
2700 square feet in all.
Finishing, executed in-house, included work on the shop’s
Forsstrom RF table welder and adding 3-inch pockets to the graphic.
Finishing time: 3 hours.
Installation was outsourced to Van Wagner Outdoor and the
wallscape went up in mid-June for the fi lm’s release on July 16. The
graphic remained installed through August 1, and Inception had
already earned $620 million at the box office when this story was
readied for print– all in large part, no doubt, to LAgraphico’s fi ne
work on the project.