Boxoffice - June 2018

unlocks the experience for a moviegoer to not
just interact with the content but feel that they’re
guiding it,” explains Loria. “That’s what we are
focused on: seeing how our pre-show can be
transformed in a certain way. Moviegoers should
be able to interact with multiple elements—including
the advertising. We looked at it from the
perspective of ensuring that AR could engage the
moviegoer in the right way.”
By working with Fuze, Screenvision can
integrate its AR capabilities through an app that
offers AR experiences inside and outside the
cinema. Fuze can activate AR hotspots on everything
from popcorn buckets to movie posters,
all linked to a rewards program through its app.
Corey Tocchini, founder and CEO of cinema
advertising entity Before the Movie, has worked
with the company for several years—and helped
bring the technology to Screenvision. “Fuze is
the conduit that binds all of the various sectors of
the industry,” says Tocchini. “The consumer goes
to the movie, engages in the lobby using Fuze
on a popcorn and/or soda cup and has a unique
experience. Maybe they walk through the lobby
and have to collect various targets as part of a
studio-sponsored digital scavenger hunt, whereby
a winner is selected to win a trip to Disneyland
or any one of a million other prizes. Then they
go into the auditorium where they play our AR
Trivia game on the big screen. All the while they
earn points for engaging, playing, and spending.
When they exit the theater, they can use Fuze
to find what deals participating advertisers and
sponsors have waiting for them. When they exercise
one of those deals, they share it socially and
earn more points.”
Spotlight Cinema Networks, which specializes
in providing cinema advertising to art house
theaters nationwide, similarly sees the technology’s
advantage for the independent market.
“Spotlight is currently in a testing phase for the
art house and luxury space, specifically targeting
adults with a sophisticated AR technology,” says
President Michael Sakin. “We’re enthusiastic
about the potential to offer a deeper, richer experience
that resonates with moviegoers long after
leaving the theater.”
AR has also begun making inroads away from
the screen and onto the page. This April, Regal
launched the premiere issue of Moviebill, an
in-theater magazine that fully embraces its AR
capabilities. The magazine’s debut issue exhausted
its run of one million copies within a day of
release, registering over two million
scans through Regal’s official app.
According to the exhibitor, downloads
of the Regal app more than
tripled the average weekend benchmark
upon the magazine’s launch.
Moviebill is currently slated to release
eight additional issues throughout
2018, coinciding with the
release of some of the year’s most
anticipated films. “The amazing
reception and high engagement
went beyond our expectations,”
said Matthew Shreder and
James Andrew Felts, co-founders
of Moviebill, in a press
release. “Augmented reality
is the theatrical counterpart
for the mobile/digital space and
produces similar consumer attention.
We are seeing exponentially higher
engagement and dwell time compared to other
digital platforms. Opening weekend moviegoers
are some of the most engaged, passionate, and
active consumers in the media world and we are
thrilled to provide a unique experience just for
them at the moment when they are most excited
to see the film.”
Like many other new mobile tech innovations,
time will tell if AR proves to be a staple
among consumers or just yet another passing
fad. If the tech’s current appeal is any indication,
however, it looks like moviegoers today will have
ample options to live in an augmented reality–
enhanced world. n
TO VIEW THE SPECIAL VIDEO
MESSAGE, SIMPLY DOWNLOAD
THE FUZE APP AND SCAN THIS
PAGE
DOWNLOAD
NOW
JUNE 2018 BOXOFFICE ® 47