Tomorrow (17-May) sees the premiere of a short film about the making of the new Noah And The Whale album, complete with the airing of original demos and a Q&A session with the band. It’s not happening in a cinema, though. The event is happening online at the band’s own custom-built virtual cinema website, with fans getting tickets. No, not buying them – they’re asked to enter their email address or log in with their Twitter or Facebook ID to get a unique URL, which they’ll use to watch the premiere when it kicks off at 5pm tomorrow. We signed up this morning and got a ticket number north of 85,000, although it’s unclear whether they started at number 1. Also clever is the fact that the site is built in HTML5, so will work on iPhone, iPad and Android devices.

EarPods and phone

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