Fashionista Alert: Universal's PITCH PERFECT 3 Features Online Fashion Contest
When Universal Pictures' much-anticipated PITCH PERFECT 3 opens in movie theatres across NORTH AMERICA on Dec. 22nd, fans will be able to participate in a unique interactive online fashion CONTEST adjudicated by the film's celebrity costume designer, Salvador Perez. Under terms of a unique Universal partnership deal, fans can download the Nelo app to create their own original outfits for hot young stars like Anna Kendrick, REBEL Wilson and other members of the movie's female cast.
Perez, who created the edgy, hip looks for each of the Barden Bellas - the eclectic, sometimes-feuding, fictional all-female a capella singing group that the Pitch Perfect series is based on - will choose which three fan-created outfits he likes the most, and award those outfits to the winners of the just-launched #PitchStyleContest.
"From young college girls to international competition-winning superstars to young ladies out in the world, the Bellas have grown and become more fabulous. It's been so fun creating these looks from Beca's (Anna Kendrick's) rock star style to Fat Amy's (Rebel Wilson's) empowered diva," says Perez, in a just-released video clip announcing the contest, which runs until Jan. 10th.
"The costumes from the movies have inspired the fans. I'll choose my top three favorites and those winners will receive the outfits they've created. I can't wait to see what you (movie fans) come up with," adds Perez, an influential industry player who also serves as President of Hollywood's Costume Designer Guild.
Since Pitch Perfect 2 scored big at the box office in 2015 - grossing $287.5 million US worldwide, an all-time record for a musical comedy - expectations are high that Pitch Perfect 3 will draw huge audiences too, with the Pitch Style CONTEST generating millions of downloads of the Nelo fashion app, creating a fresh new interactive way for legions of fans to engage with their favorite characters.
"The Pitch Perfect movies have been shattering records. This is definitely a big money maker for the studio, and it looks like Pitch Perfect 3 will be an even bigger hit," says Pavlo Malynin, a second year computer Science student and also one of the co-founders of the Nelo app.
Nelo is a go-to app for fashion-loving television and movie fans, so they can track what their favorite stars are wearing and determine where to buy the same outfits for themselves from Nelo's growing number of online retail partners. By downloading the Nelo app, fashion lovers can already scan some 50 million items of clothing, while checking out what Hollywood's stars are wearing on set.
"It's a social HUB where anyone who is interested in fashion can go, just like photography lovers use Instagram. Shows like The Fresh Prince of Bel-Air, Suits and MAD MEN have had a huge impact on fashion trends. We're building that next generation of e-commerce, one that's social, interactive and contextual. It's not just a grid of items with ads everywhere."
Malynin says Nelo's breakthrough deal with Universal Pictures reflects the company's highly innovative, flexible workplace culture, and its willingness to do whatever it takes to support their clients' goals.
"A lot of other companies have raised millions of dollars around this same idea, and have failed. But here we are, a small Canadian tech startup with one of the fastest growing and most exciting fashion app - built right on a University campus. That's almost movie material in itself." Malynin adds.