To promote the release of Star Wars Episode One (The Phantom Menace) in 3D in a theatrical premiere, German cinema-goers were greeted with a giant ‘street organ’, which played the Star Wars theme tune when turned.
Consisting of 20,000 LEGO bricks, which recreated four different Star Wars landscapes in the movie, the organ was engineered to strike different notes according to the height and order of the bricks, to sync them with the theme tune.
Customers could order the sets online via a QR code which linked to the LEGO store and a microsite enabled global enthusiasts to have a spin too.
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