Boldly going where no promotion has gone before, Paramount Pictures assembled a team of 30 quadrotor mini-helicopters to take flight near the river Thames in London. Climbing more than 300 feet into the sky, the miniature air force brandished their lights to create the familiar wedge-shaped Federation symbol in celebration of Earth Hour.
Earth Hour is an annual dimming of lights to raise awareness of climate change. The following comment on StarTrek.com explains:
“Each year, WWF (ed. World Wildlife Foundation) arranges for landmarks and cities to go dark for an hour in order to raise awareness about climate change. Paramount Pictures, with Star Trek Into Darkness due out in May, lent their support to this year’s Earth Hour event and tapped Ars Electronica Futurelab and Ascending Technologies to join with them to launch the quadrocopters 308 feet (or 94 metres) into the London sky both before and after the lights dimmed for an hour. Keeping with the Earth Hour theme, the quadrocopters utilized batteries that were charged in Austria using green energy from Austria’s renewable energy grid.”