MIDEA made a 90-minute moving showing just an air conditioner blowing cool air

Winter “yule log” videos showing hours and hours of wood burning in a fireplace are popular during the holidays among those whose homes lack that amenity. Air-conditioning maker Midea U.S. has come out with the sweltering July corollary to December’s fireplace videos—a 90-minute feature film of nothing more than a window-mounted A/C in operation. 

The film was screened at a single New York City movie theater. The Big Apple was chosen as the venue because the humid summer heat there is often oppressive enough that Gotham dwellers who get about on foot make a practice of ducking into air-conditioned cinemas just to cool off—and as such they don’t care what’s playing, as long as they can escape the boiling outside temperatures. 

Since a full-length flick about an A/C unit in which the camera never moves could potentially be box-office poison, Midea and the host theater encouraged patrons to relieve the (intentional) boredom by pulling out their cell phones and shooting the breeze (ideally about air conditioning, Midea said it hoped).