Kanye West wants "to build cities, to build amusement parks, to change entertainment", and the next step in this masterplan was the unveiling of his short film Cruel Summer in Cannes.
Being West that meant a half-hour film projected on seven screens simultaneously in an effort to create an immersive experience that mirrors his synesthesia and acknowledges our multi-tasking existence. "You're always looking at a BlackBerry when you're at a ball game or the theatre" West says, souding like he might not be the best person to sit next to at the multiplex.
Cruel Summer stars Kid Cudi, Razane Jammal, Pusha T, Big Sean, Palestinian actor Ali Suliman, Aziz Ansari and West himself - who also directed, produced and wrote the story.
West reportedly plans to take Cruel Summer on a world tour, but there's been no word yet as to whether this includes New Zealand so Cinema 180 at Rainbow's End is as close as you will get to this enveloping type of projection for the time being.