Nokia and Nicki Minaj light NYC for Lumia 900 debut

Apr 7, 2012
Nokia and Nicki Minaj light NYC for Lumia 900 debut

Nokia lit up New York City's Time Square for a Lumia 900 extravaganza on Friday, turning to Nicki Minaj and the CGI specialists behind i-Robot for a music and light show in keeping with AT&T and Microsoft's ambitions. The event - which followed the London deadmau5 event for the Lumia 800 in November last year - paired a remix of Starships with a 200ft high video show and live dancers, a costly spectacle that will demand more than a few $99.99 AT&T Lumia 900 sales if Nokia, Microsoft and the carrier want to make their money back.

Over 5,000 hours of work apparently went into the video effects, with a team of CGI specialists slaving solidly for three weeks to produce enough content for the nine screens Nokia commandeered. A temporary server brought in to sync all that video was wired up with eight miles of cable spread over four square blocks, Nokia says.

As for the music, Minaj performed a live remix of Starships by DJ and producer Doorly, on a specially constructed stage. Nokia hadn't actually told the crowd who was performing, keeping full details a secret and only promising a suitably eye-catching spectacle.

The Nokia Lumia 900 itself will hit AT&T shelves tomorrow, April 8, priced at $99.99 with a new, two-year agreement. For all the details as to whether the Windows Phone holds up to the light show, check out our full Lumia 900 review.

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