This post was originally featured on PMA Newsline on July 12, 2012 By . Click here to see the original post.

On July 15, photographer Billy Hunt will appear on NBC’s “The Today Show” to showcase his Screamotron 3000 photo booth, a portrait system rigged to capture an image only when the subject screams loud enough.

A Wired Magazine writer featured the Screamotron 3000 in Wired’s Blog Raw File. Since the June 12 post, the story has been picked up by dozens of online blogs from all over the world. As a result, “The Today Show “ is flying Billy and the Screamotron 3000 to New York, so the news anchors can scream for portraits live on the Plaza.

In addition to the Scream Portrait series, Billy Hunt considers himself to be one of the top 5 fake women’s arm wrestling documentarians in the history of humankind and is working on a documentary film about ladies arm wrestling. He writes:

“The Screamotron 3000 is a converted boom box that takes a photo when you scream. Think Rube Goldberg meets the Wizard of Oz. By using a machine, I hope to offer a window through the inherently artificial process of portraiture into real human emotion. To this end, I was partially successful. People can be just as awkward and self-conscious while screaming. Better images often came from me staying in the room, stoking the flame of emotion, and guiding them through the process. The photographer matters. Who knew?

One thing I did not anticipate was the project’s mass appeal. A line of people from all walks of life showed up. They brought dogs and costumes. They cursed and spit at me, called me names and made their babies cry for the camera.

What created the demand? Are people clamoring for authenticity in their media, a release of emotion? Maybe it is simple. Just that there are a lot of people who have something to scream about.”