Electric Pedals are building the converted rowing machines, and Story PR is executing the campaign.
The event will launch Talisker Whisky Atlantic Challenge 2013 rowing race on 22 May from 6:30pm to 9:30 pm.
A 30-foot screen by Tower Bridge will show an epic adventure film, which will be revealed 48 hours before the screening. The screening will be powered by eight stationary rowing machines, requiring an enormous amount of human power to ensure the audience see the end of the film.
Ticket holders to the free event will be able to take part in the rowing, should they feel energetic enough.
Past and future Atlantic rowers will also help to power the cinema and launch the rowing race - a 3,000 nautical mile ocean race from La Gomera in The Canary Islands to Antigua, which kicks off on 2 December.
During the course of the race, teams row in two-hour shifts for a minimum of 40 days. The energy they generate equates to 1,228 KWH, which is enough to power Tower Bridge for 24 hours.
In 2011, Agency RPM developed the Talisker sail-in cinema, which launched at Cowes Week.
Last month, Vivid Design Works created an interactive storm for Talisker outside London’s Design Museum. To see pictures and find out more about the experience don't miss the June issue of Event magazine. You can get it by subscribing here.
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