Boy, Nokia sure doesn't do things by halves does it? Having already launched its Nokia Lumia 800 by projecting a 400ft lightshow on London’s Millbank Tower, the manufacturer has turned its attention to New York’s Times Square.
The event marked the arrival of the latest addition to the Lumia family, the Nokia Lumia 900.
Pop star du jour Nicki Minaj was there to get the crowd fired up with some of her hits, before Nokia launched its spectacular light show on nine of Times Square’s electronic screens.
The CGI team, who did the special effects on Will Smith’s i-Robot blockbuster, created the lightshow which is said to have taken more than 5,000 hours to complete.
Around 30,000 people turned up to watch the event in the early hours.
The Nokia Lumia 900, which features a large 4.3-inch AMOLED display, is expected to be released in the UK over the summer.
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