Universal Pictures has launched an immersive promotional campaign for its new film 'Candyman' that utilizes augmented reality technology to transport viewers into the franchise's signature horror moment.
The new web-based app plays with the film's premise. As per the original 1992 film, the characters are warned that if they were to say Candyman's name five times while looking in a mirror a demon-like humanoid would appear and murder them. Accordingly, the AR-enabled app asks viewers to open their devices and repeat Candyman's name five times for a chance to unlock exclusive content.
Once users complete the interaction -- assuming they survive its accompanying scares -- they will be given access to the film's final exclusive trailer and prompted to buy tickets. No doubt, the immersive campaign utilizes AR tech in a unique way by emphasizing audio feedback in an effort to both entice and shock fans.
AR-Driven Horror Movie Campaigns
Universal Pictures Launches Interactive Experience For 'Candyman'
Trend Themes
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Ar-driven Movie Promotions — With AR technology being used to create interactive experiences around movies, this trend opens up opportunities for movie production companies to create immersive campaigns for viewers.
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Immersive Horror Movie Experiences — The success of interactive campaigns like 'Candyman' showcases the demand for immersive horror movie experiences, and presents opportunities for filmmaking companies to create unique and terrifying interactive experiences for fans.
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Audio Feedback-driven AR — By using AR technology to deliver audio feedback in horror movie campaigns, the unique and interactive element of the promotion can be further emphasized in various industries.
Industry Implications
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Entertainment — The entertainment industry can use AR technology to create unique, interactive experiences like those seen in 'Candyman' to promote upcoming films, sparking consumer interest and boosting attendance.
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Advertising — AR technology in advertising can create immersive experiences, capturing consumers' attention and providing unique insights into the products or services being advertised.
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Retail — The implementation of interactive experiences using AR technology in retail can allow customers to locate products they desire quickly and may increase buying interest.