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See Kanye West’s custom-built, seven-screen cinema in Cannes

Will Perkins
Wide Screen
May 31, 2012

Nothing can ever be ordinary for Kanye West, can it? The eccentric musician and fashion designer recently debuted his new short film "Cruel Summer" in conjunction with the Cannes Film Festival in France, and in true Kanye style, the experimental movie's premiere was nothing if not unconventional.

Inside a custom-built, pyramid-shaped tent featuring seven giant screens intended to immerse the audience, West unveiled his 30-minute musical film to an all-star crowd that included girlfriend Kim Kardashian, rapper Jay-Z and "Cruel Summer" star Kid Cudi. Cudi plays a lowly thief in the film who falls in love with a blind princess in a far off land.

"Cruel Summer" is reportedly similar in tone and style to West's previous directorial effort "Runaway," which he also co-directed alongside filmmaker Alexandre Moors. Featuring music from Kanye's upcoming "G.O.O.D. Music Compilation," "Cruel Summer" used the multiple screens for a variety of purposes, sometimes enveloping the audience in a floor-to-ceiling projection of the film and sometimes presenting different angles of the same shot simultaneously.

For his part, West hopes that the multi-screen projection system he used for "Cruel Summer" will be the future of cinema. "I was very particular about having the screens separate, where your mind puts the screens back together, the way you put memories together," he told MTV. "I'm not the best director in the world, but I had an idea that I thought would be amazing to inspire people, like a dream of one day this being the way people watch movies."

Dummy magazine has posted more images of the specially built multi-screen pyramid, which was constructed by OMA architects for the "Cruel Summer" premiere.

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