Experience augmented reality in thousands of theaters right before the feature film.
Just in time for Halloween National Cinemedia is invading 20,800 movie screens with its first AR horror experience all across America and Canada.
Called the Noovie ARcade Halloween Experience, it will be available through Halloween night by Cinema ad network National CineMedia which describes itself as the largest cinema advertising network in North America.
To participate in the Halloween experience, audiences who see “Venom,” or “Halloween” can download and open National Cinemedia’s free iOS or Android Noovie ARcade app aiming their cell phone at the screen when prompted. A visual trigger on the screen demonstrates a 35-second playthrough AR experience seen through the phone and superimposed over the theater screen.
While this is National Cinemedia’s first Halloween-related AR experience, it’s not its first AR.
The Noovie ARcade application was propelled this past spring and has since been downloaded around a million times. National Cinemedia has already made and released for the application four unique AR amusements that moviegoers can play on their phones, with ongoing interaction seen over a theater’s setting.
For example, in one game called Cinevaders a worm gap opens in the theater, aliens spill out and the user protects individual moviegoers by pulverizing the un-humans with lasers.
According to the vice president of digital ad sales, Jerry Canning stated that these experiences and games are the first supported AR encounters in motion picture theaters, tied to imagery shown on their screens.
Other movie-related AR efforts, Canning noted, include the “augmented reality movie magazine” Moviebill that is triggered by imagery in its printed material, and a Pokemon Go-like AR discovery game by the makers of the Jurassic Park movies.
Since AR can play on any ongoing cell phone or tablet, its utilization in entertainment marketing and in storytelling is situated to make a blast. Movie theaters, specifically, could blossom into AR arcades before, after and even during films, since basically all supporters have the required gear, theaters give awesome settings that can be activated by any sort of imagery on the screen, and everyone is there to be wowed.
Actually, AR experiences could transform into a consistent differentiator for film theaters, which are struggling to contend with the top notch, high-definition sound introductions of several programming sources that many individuals as of now appreciate at home.