Last month the Noovie ARcade app brought some scary Halloween flavour to US theatres as part of its augmented reality (AR) pre-show. For November the company is going a lot more light-hearted thanks to its first studio collaboration, teaming up with Disney for Wreck-It Ralph sequel Ralph Breaks the Internet.
Starting from 2nd November, audiences will be able to play interactive AR title Ralph Breaks the Internet on the Noovie ARcade companion app ahead of the film’s release on 21st November. In the experience, they’ll be able to enter the virtual Pancake Milkshake Café and tap the buttons to feed the Kitty and Bunny as fast as they can – just like in the official teaser trailer.
“Disney Animation has always embraced new technology to bring our characters to life on the big screen, and we’re proud to work with NCM and Noovie ARcade to be the first studio ever to deliver an in-theatre augmented reality gaming experience for movie audiences,” said David Sieden, Vice President, Cinema Partnerships at The Walt Disney Studios in a statement. “Movie theatres are the perfect place for people to come together and enjoy the magic of Disney movies, and augmented reality gives us a way to make that magic jump off the screen and into the hands of audiences through their phones. It’s the perfect way to get moviegoers excited about Ralph and Vanellope’s crazy new adventure in Ralph Breaks the Internet.”
To play, all you need to do is download the app and arrive at least 20 minutes early to your local Noovie theatre to catch the Noovie pre-show, which will prompt viewers to open the app and aim their phones at the big screen when it’s time to play. Then, through their mobile phone, the movie theatre will transform into a larger-than-life game setting.
“Disney has been our premiere Noovie studio from the beginning, and we’re thrilled to work with them to break new ground in augmented reality gaming,” said NCM Chief Digital Officer, Rick Butler. “The unique environment of the movie theatre is perfect for a shared AR experience, and this is just the beginning of the fun new movie-related games that audiences can expect at their local Noovie theatre.”
The Noovie ARcade app is compatible with both iOS and Android devices, and works in over 21,100 movie screens across 1,700 theatres in the US, including AMC, Cinemark, Regal Entertainment Group, and 50 other regional and local exhibitors. For further Noovie ARcade updates keep reading VRFocus.