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| Admiral Ackbar in augmented reality - Disney |
LOS ANGELES — Disney is billing a new entertainment experience as a free “treasure hunt” for “Star Wars” fans.
Disney is rolling out merchandise tied to “Star Wars: The Last Jedi”, which arrives in theaters on Dec. 15.
Some 20,000 stores in 30 countries will offer an augmented reality event that will allow participants to uncover “Last Jedi” characters.
You download the “Star Wars” smartphone app and head to the mall. Participating stores will have a placard on display that says “Find the Force.” Point your phone at the placard with the “Star Wars” app open. One of 15 “Last Jedi” characters, including two never before seen, will appear in the room. They might even talk.
If you come back the next day, the same display will reveal a different character. The app allows you to take photos of the characters, record videos and share the experience on social media. Anyone who does so via Twitter or Instagram (using certain hashtags) is entered in a sweepstakes. The grand prize is attending the “Last Jedi” premiere.
Disney is trying to do three things: sell a ton of “Star Wars” merchandise; activate the “Star Wars” fan base in support of the new movie; and draw in new fans, particularly younger ones captivated by technology.
“We are excited that augmented reality will allow fans to experience the universe in a whole new way,” Kathleen Kennedy, the president of Lucasfilm, said in a statement. Lucasfilm is the Disney-owned studio that handles all “Star Wars” matters.
