An array of synchronized aerial drones from Intel played a starring role in the Super Bowl halftime show Sunday.
In a prerecorded stunt, halftime performer Lady Gaga appeared on the roof of Houston’s NRG Stadium before appearing to descend into the stadium for her actual performance. Three-hundred Intel Shooting Star drones, lit in various colors, created a colorful background and ultimately took the shape of the American flag.
Intel is promoting drones as one of several emerging technologies that could help the company compensate for a long-term decline in its core business, building microprocessors for PCs. It has touted its coordinated drones as a potential alternative to fireworks for nighttime events.
Producers filmed Sunday’s drone show – and Gaga’s bit on the roof – January 30, according to USA Today. Intel general manager Natalie Cheung explained why:
“In February, you don’t know what it will be like during Super Bowl day. We’d hate to plan all this and, if the wind speeds are too high or if it’s raining and the roof is closed, no one can see this spectacular show. So our creative team as well as the Super Bowl creative team felt this would be best to be filmed. Lady Gaga also was on the roof when this was filmed, and from a logistics and creative perspective, it’s a bit hard for her to go from the roof all the way down to the floor of the stadium.”
Theoretically, though, Cheung said the drones could have performed live. The company staged a regular drone show at Disney World in Florida from November until January.
Intel also won plaudits for a commercial featuring Super Bowl MVP Tom Brady.
— Mike Rogoway; twitter: @rogoway; 503-294-7699
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