• by Karl Greenberg , May 6, 2011

Land Rover has released its first-ever interactive movie, part of a pre-launch campaign to promote the forthcoming Range Rover Evoque, the first two-door Land Rover since the Defender, which was discontinued in the late 1990s. The vehicle is also Land Rover's first compact crossover designed explicitly for urban drivers.

The film, "Being Henry," is an interactive online movie that is intended to articulate -- metaphorically -- the various options available when customizing the vehicle.

Land Rover says the vehicle, which goes on sale in September for around $46,000, is unique in the lineup because it will be more customizable than any other vehicle in the its lineup. Although it comes in three basic models called Pure, Dynamic and Prestige, each can be rejiggered with different interior packs, color combinations, wheels and accessories.

Each of the basic layouts also comes as coupe or five-door models. Starring Leo Fitzpatrick ("The Wire") who plays the title character, the movie, at www.helloevoque.com/beinghenry, has nine story lines and 32 potential endings -- thus the "choices" theme, wherein viewers can choose what happens to Henry. And the choices the viewer makes for Henry end up informing a viewer-personalized Evoque.

The film is part of the larger campaign for Evoque, "Pulse of the City," centered at HelloEvoque.com. The campaign is intended to target younger consumers whose media preference is non-traditional. Shot in L.A., the film also features fashion journalist and television personality Louise Roe, chef Peter Evans, music producer Sergio Cerruti and DJ Greg Kozo.

The film starts with Henry getting out of bed, and we immediately understand that he is terminally indecisive. (Later we learn his day involves going to his grandmother's 80th birthday party.)

A voiceover explains that on this day we -- the viewers -- will decide what he's going to do. "Where will you take him next?" says the VO as Henry strolls out the door onto an LA sidewalk. "Which path will you follow?" At certain points in the film, Henry stops moving and it becomes clear that one can use the cursor to make him walk in one direction or another.

One choice leads him to the basement of a diner where a waitress is trapped. They talk about indecisiveness as a life choice, among other things. After the episode finishes, during which the viewer has made three or four plot choices, the voiceover shows you an Evoque and customizes it based on your choices (if you directed him across the street to the Dynamic Diner, for example, you get the Dynamic version of the vehicle.)

The Mahwah, N.J.-based U.S. sales arm of Land Rover -- which, along with Jaguar, is owned by India-based Tata Group -- posted sales of 2,982 vehicles last month, an 8% improvement over the year before, with the Range Rover Sport the sales leader.