In theaters in the United States and Canada: an augmented reality experience inspired by Halloween before the feature film.
Called Noovie ARcade Halloween Experience, it will be available on Halloween night by National Cinemedia, which describes itself as the largest advertising network for cinema in North America.
Invasion of 20,800 screens. Deployment covers 20,800 screens in the United States and Canada – some with horror films, others without a PG-13 or R-Halloween fee – in more than 1,650 rooms managed by AMC , Cinemark, Regal Entertainment Group and dozens of local exhibitors.
To participate in Halloween, a viewer downloads and opens the free application iOS or National Cinemedia for Android Noovie ARcade and points his smartphone on the screen to the # 39; prompt. A visual trigger on the screen shows a 35-second AR gaming experience seen through the phone and superimposed on the cinema screen:
Although this is RA's first experience with Halloween from National Cinemedia, it's not his first AR.
The Noovie ARcade application was launched last spring and has since been downloaded about a million times. National Cinemedia has already created and broadcast for the app four original RA games that moviegoers can play on their phones, with interactive gameplay seen in a theatrical setting.
In Cinevaders, for example, a wormhole opens in the theater, extraterrestrials pour out and the user protects his fellow filmmakers by destroying non-humans with the help of lasers.
No ads at the moment, except on the rankings. Although there is no team game or ads in the games, users can view a ranking under the mark when the game ends.
Like the Halloween scenario, interactive AR games have a break, so moviegoers do not distract others during the movie. In addition, the vice president of digital ad sales, Jerry Canning, said that the Halloween experience and games are followed by a demand on the screen to silence and tidy smartphones.
The main activity of National Cinemedia is the creation and distribution of various types of pre-performance content, before the main function, such as commercials and short films behind the scenes.
Canning told me that there were no statistics available to determine whether RA's activities were increasing the indicators that advertisers or movie theater owners would find useful, adding that his company considered this effort as a way of diversifying its content and testing the capacity of the technology. attract the attention of the spectators.
Like games, Halloween has no ads, but Canning said his company was exploring integrated marketing for all its RA properties, like its M & M shooter
Why this is important for marketers. To his knowledge, these experiences and games are the first experiences of RA supported in cinemas, linked to images shown on the screen of a theater.
Other film-related research efforts, he added, include Moviebill, an "augmented reality magazine," which is triggered by printed images, and a Pokémon Go discovery game similar to virtual reality by the producers of Jurassic Park movies.
Now that the AR can play on any recent smartphone or tablet, its use in entertainment marketing and storytelling is poised to flourish. Movie theaters, in particular, could thrive in arcades before, after and even during movies, since virtually all guests have the required equipment, theaters offer great settings can be triggered by any type of images on the screen, and everyone is there to be seduced.
In fact, RA's experiences could become a common differentiator for movie theaters, which are struggling to compete with the high-definition presentations in surround sound of hundreds of programming sources that many people already appreciate at home. them. As with AR's recent use by USA Today to promote a podcast this format helps reveal hidden dimensions of reality that may offer a different way of viewing an event or product.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.