Screenshot of the AR game on a smartphone. [
Last month, the National Cinemedia movie channel launched a short Halloween-themed augmented reality game aimed at movie buffs. It is part of a series of theater-based theater experiences about six months ago.
On Friday, the company publishes what it claims to be the first movie theater AR game for a new movie release.
Suite of "Ralph Wreck-It." The game is linked to "Ralph Breaks the Internet," a Disney sequel to its 2012 release "Wreck-It Ralph" that will air in the United States. 21 November.
Moviegoers watch Cinemedia's pre-show presentations, which include short films and commercials followed by an on-screen invitation to participate in a gaming experience with RA.
Next, a static screen shows Wreck-It Ralph, a character from the movie, standing in front of a counter at the Pancake Milkshake Café.
Moviegoers who downloaded the free Noovie Arcade (1945 and 1900) application from National Cinemedia (iOS9 and Android) open the app and point their smartphone at the image on the movie screen.
Feed the rabbit and kitty. A hidden visual trigger in the image launches the AR game. It involves pressing virtual buttons on the phone screen to transmit pancakes to Bunny and milkshakes to Kitty, as quickly as possible. (Seriously.)
Here's the trailer for the film itself, which includes a scene in which Ralph plays a movie game to give pancakes to Bunny and milkshakes to Kitty:
The image displayed on the screen of the movie theater is the visual background of the game in the application. As players earn points, they will not see other players in this incarnation, although vice president of digital ad sales, Jerry Canning, told me that a shared dashboard was being prepared for the future Noovie Arcade movie theater games.
The game itself lasts only 30 seconds, plus an introduction and an end of a few seconds. Subsequently, there is a logo and release date for "Ralph Breaks the Internet," and Canning assured me that there was a reminder on the screen of the film to turn off the phones during the movie.
This RA game will be available until December 6 in the 1,700 theaters at which National Cinemedia presents its pre-show, representing more than 21,100 screens, including those that do not air "Ralph Breaks the Internet".
Why this is important for marketers. As a new type of movie marketing, the game Ralph uses AR to promote the new Disney movie and encourage moviegoers to engage with the characters.
RA games in movie theaters that exploit the presence of a big screen and a captive audience with smartphones ready for RA look like a natural combo, especially as linked links to the commercialization of new films. They can also represent film and recurrence experiences that alone constitute entertainment or independent marketing.
Be that as it may, while cinemas attempt to present experiences that force people to leave their HDTV at home, these types of experiences could represent the vanguard of how RA works. can become as standard as, for example, movie trailers.
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.