I don't understand how Lars von Trier's new "Lookey" initiative works with his recent "Statement of Revitality," where he said he'd scale down his projects, avoid big film festivals and reduce publicity. But the Danish maverick has announced a new plan to make movies more interactive, and he calls it "Lookey."
"Film as media has one great flaw – it’s a one-way media with a passive audience. As much as I love to dictate the storyline and control the experience I still wish that the audience could take an active part - could invest just a fraction of themselves," he writes in a press release.
“'Lookey' is an invitation for the audience to play along. It’s a basic mind game, played with movies as game boards. A Lookey is a visual disturbance out of context with the rest of the movie. For the casual observer it’s just a glitch or mistake but for the initiated it’s a riddle to be solved. All Lookeys in a movie can be decoded by a system that is unique for the movie. To decipher the system is part of the challenge."
Whatever. Sounds like a game of "Where's Waldo?" I've always had the utmost respect for Von Trier's antics. But this one sounds like a silly marketing move. Whereas Dogma was about an aesthetic innovation to get at emotional truth, the "Lookey" game seems like a way to promote his latest film "The Boss of it All." The first viewer in Denmark to find all the "Lookeys" wilthin "Boss" will be rewarded 30.000 DKR and the opportunity to be an extra in his next film.
The Lookey website appears to be still under construction.