# Interactive Movie Theatres M.A.S.T. Novabell By Noora Abu Eitah | Published 2008-06-06 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/mast-novabell-interactive-theatre-by-marco-chiurato References: [dvice](http://dvice.com/archives/2008/06/mast_theater_wa.php) & [bornrich.org](http://www.bornrich.org/entry/mast-by-joe-velluto-challenging-interactive-entertainment/) The **M.A.S.T.** [art installation](https://www.trendhunter.com/trends/justine-emard), commissioned by **Novabell**, is a design by Italian artist Joe Velluto. The Transitive Sensory Living Module consists of many areas for viewers to watch the film as they are sitting, laying on the floor, hanging from a pole or leaning against a wall. The Italian artist is trying to get the viewer to explore the [boundaries of space and reality](https://www.trendhunter.com/trends/immersive-lighting-experience) by allowing them to come in contact with them in the theater. **Implications** - This is a sensory experiment that urges participants to alter the way they understand their surroundings and senses, allowing them to be both actors and spectators while challenging their "aliveness" through M.A.S.T. Kudos to M.A.S.T. for this, [large-scale originality](https://www.trendhunter.com/trends/fourth-wall). ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 19% | Activity: 78% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Design](https://www.trendhunter.com/design) ## Key Themes ### What Makes This Trend Stand Out - **Sensory Experiences:** The M.A.S.T. installation highlights a trend towards immersive and interactive sensory experiences in movie theaters. - **Transformative Spaces:** The Transitive Sensory Living Module offers a disruptive innovation opportunity to create movie theaters that can transform and adapt to different spatial configurations. - **Participatory Viewing:** The M.A.S.T. installation challenges the traditional role of the movie viewer, presenting an opportunity for more participatory and interactive movie theater experiences. ### Sectors Adopting This - **Art Installations:** The M.A.S.T. installation by Novabell represents a trend in using art installations to create unique movie theater experiences. - **Film Industry:** The interactive and immersive nature of the M.A.S.T. installation has potential disruptive opportunities for the film industry to create more engaging and participatory movie experiences. - **Architecture and Design:** The innovative design of the Transitive Sensory Living Module presents opportunities for architects and designers to create adaptable and transformative spaces for movie theaters. ## Related on Trend Hunter - [Reflective Hemispherical Theater Stages](https://www.trendhunter.com/trends/ball-theater.md) - [Interactive Video Mapping Experiences](https://www.trendhunter.com/trends/video-mapping-experience.md) - [Immersive Kinetic Glass Installations](https://www.trendhunter.com/trends/kinetic-glass-installation.md) - [Immersive Digital Art Galleries](https://www.trendhunter.com/trends/the-reel-store.md) - [Mirrored Hall Visual Installations](https://www.trendhunter.com/trends/internamente.md) - [Colorful Educational Art Installations](https://www.trendhunter.com/trends/sparking-change.md) - [Experimental Immersive Experiences](https://www.trendhunter.com/trends/oasis-immersion.md) - [Modular Block Installations](https://www.trendhunter.com/trends/the-triennale-museum.md) - [Immersive Hotel Art Installations](https://www.trendhunter.com/trends/hotel-art-installation.md)