One of the most fun scenes from the teaser car to the Wreck-It Ralph sequel is the foundation of the new pre-show-expanded reality experience through the Noovie ARCade app.
Arrives at theaters on November 21th Ralph Breaks the Internet finds that the titular character expands its digital travels in addition to arcade games and on the worldwide web. Eventually he finds himself in a child's mobile game called Pancake Milkshake Café, where hilarity follows.
With the Noovie ARCade app for iOS or Android, early bird moviegoers can simulate this make-believe game in theaters under pre show (the part within 30 minutes of trailers).
If you're like me, you do not always get to the theater early enough for pre-show reels. Fortunately, cursor-based AR experiences can often be enabled with a screen digger, so you can also scan the image below with the ARCade app to access the game.
National Cinemedia (NCM) launched Noovie ARCade in February 2018 with three pre-show games. The experience is available 20 minutes before the showtime of 21,100 film screens of more than 1700 theaters across the country, including AMC, Cinemark, Regal Entertainment Group and 50 other regional and local exhibitors.
Last month, the app enabled a Halloween theme AR experience (accessible by scanning the video embedded below, and is totally worth it). This month provides the experience space for the Wreck-It Ralph game, the first movie studio collaboration for the app.
"Disney has been our premier Noovie studio from the outset and we are proud to work with them to break new ground in enhanced reality games," said Rick Butler, NCM's chief digital officer, in a statement from . "The unique environment of the cinema is perfect for a common AR experience, and this is just the beginning of the fun new movie-related games that the audience can expect at their local Noovie theater."
The experience is adapted to Disney CEO (and the leading NR30 AR investor). Bob Iger's pronounced preference for increased reality is evident from a series of AR campaigns for Avengers: Infinity War (including cover story for first edition by Regal's AR magazine, Moviebill as NCM Produces) and Incredibles 2 as well as Star Wars: The Last Jedi AR Games Game System from Lenovo and Marvel's AR Content Collaboration via AR Stickers (now Playground) on Google Pixel and AR Emojis for Samsung.
Disney Parks has also come to the scene through Snapchat with geofenced AR experiences and exclusive Levi merchandise sold via Shoppable AR. Disney Research has also discovered new applications and methods for AR and secured patents for technology.
"Disney Animation has always embraced new technology to bring our characters to life on the big screen and we are proud to work with NCM and Noovie ARcade to be the first studio ever to delivering an in-the-play augmented reality gaming experience for movie schools, "said David Sieden, vice president of film partnership at The Walt Disney Studios.
" Cinemas are the perfect place for people to come together and enjoy the magic of Disney- movies and enlarged reality gives us a way to make the magical jump from the screen and into the hands of the audience through their phones. It's the perfect way to make filmists happy about Ralph and Vanellope's crazy new adventure in Ralph Breaks the Internet . "
In view of Disney's leadership position in AR and entertainment, Noovie picked the right partner to show how its AR games can fit into the studio's existing marketing AR campaigns for movies, a dynamic that can hold on for the future .