James Cracknell opens first ever rowing machine powered cinema

By on Wednesday, May 29, 2013

Last Wednesday (22nd May), the first ever rowing machine-powered cinema showed James Cracknell and Ben Fogle’s BBC documentary ‘Through Hell and Highwater’, following the duo as they rowed across the Atlantic.

james cracknell rowing talisker whisky

James Cracknell, left

The screening, at Potter’s Fields, near London’s Tower Bridge, was powered by eight ‘hacked’ rowing machines, which had to be in constant use throughout the 2 and a half hour film. The stunt was to promote the Talisker Whisky Atlantic Challenge 2013, a rowing race across the Atlantic. Talisker Whisky, you may remember, was also recently behind the world’s first ‘interactive storm machine’, covered here.

talisker whisky screening james cracknell rowing machines

As night fell, the rowers continued

As you can see in the video below, Electric Pedals, a company that normally plies its trade creating pedal-powered installations, converted the rowing machines by adding a motor to them, so that when operated, they generated electricity.

The world record for generating the most electricity within an hour was also probably broken at the stunt, though being a Guinness World Record Holder myself (for this, ridiculously), I know it takes ages to verify.

Involved agency: Story PR

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