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
1. 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.
2. 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.
3. 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
1. 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.
2. Advertising - AR technology in advertising can create immersive experiences, capturing consumers' attention and providing unique insights into the products or services being advertised.
3. 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.