Industry Update
Press Release 9 April 2015

NH Hotels and Sony Pictures setting of first-ever holographic press conference of the film industry

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Actor Hugh Jackman and director Neill Blomkamp attended the press holographically in Madrid from the hotel nhow Berlin for the presentation of the film CHAPPIE. NH Hotels will implement shortly this system in other nine hotels of the Group


NH Collection Eurobuilding hosted the first-ever holographic press conference of the cinema industry, organized by Sony Pictures to present the new film CHAPPIE to the Spanish media. The journalists who attended the press conference in Madrid were surprised by the level of reality of the holographic versions of actor Hugh Jackman and film director Neill Blomkamp. The 3D holographic telepresence technology installed in the hotel of Madrid allowed Jackman and Blomkamp to attend the Spanish press from the hotel nhow Berlin.

"The nature of 'Chappie', a film with highly technological and innovative concepts looking at the future, required also technological and innovative ways to be presented, and we found NH Hotel Group was a good partner to help us do something that integrates both these ideas: the first holographic press conference in the history of cinema", said Iván Losada, Managing Director of Sony Pictures Releasing in Spain. "In entertainment, our business, not only the content is important but also the format, and the holographs have been the perfect sample: our message multiplied the attention received thanks to the surprising way it was communicated. This is probably just the first of many holographs in our industry".

Extraordinary Experience

The presentation was in real time which enabled the journalists to interact with the actor and the director of the movie (more than 1.800 km away) in the same way as if they both were physically present in Madrid.

The holographic telepresence technology installed in the hotels NH Collection Eurobuilding and nhow Berlin was used for this event. The system is based on the projection of a HD image on a reflective surface which rebounds to a transparent film where the hologram with 3D effect appears. This is a pioneering and revolutionary service in the hotel sector that can be applied not only to events and conventions of high impact, but also for presentations that want an innovative and surprising staging.

A Company where the future is already present

NH Hotel Group is the first hotel chain to develop a holographic telepresence system that allows being in multiple locations in real time. At this moment, this technology is implemented in NH Collection Eurobuilding (Madrid), nhow Berlin and NH Collection Constanza (Barcelona). This service will also be available in 9 different destinations in the near future, enabling a futuristic way of connection. This way, NH Hotel Group commits firmly to make extraordinary encounters defying the distance.

About Sony Pictures Entertainment

Sony Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment Inc., a subsidiary of Tokyo-based Sony Corporation. SPE's global operations encompass motion picture production, acquisition and distribution; television production, acquisition and distribution; television networks; digital content creation and distribution; operation of studio facilities; and development of new entertainment products, services and technologies. For additional information, go to

About NH Hotel Group

NH Hotel Group ( is Europe's third-ranked business hotel chain. It operates close to 400 hotels with almost 60,000 rooms in 29 markets across Europe, the Americas and Africa, including top city destinations such as Amsterdam, Barcelona, Berlin, Bogota, Brussels, Buenos Aires, Düsseldorf, Frankfurt, London, Madrid, Mexico City, Milan, Munich, New York, Rome and Vienna.

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nhow is the NH Hotel Group brand that singles out its most iconic hotels. It adapts to the city hosting it and is constantly evolving. Inspired by the world's most vanguard cities, the nhow hotels are designed by the most creative minds of our times - Foster+Partners, OMA (founded by Rem Koolhaas), Karim Rashid, Sergei Tchoban and Matteo Thum, among others.
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NH Collection

Within the Premium hotels segment, NH Collection has hotels located in the main capital cities of Europe and Latin America. Hotels that surprise their guests by exceeding their expectations. These unique and authentic buildings maintain their local character and inspire our guests.
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