Warner Bros and Fandango teamed up with Roblox to launch a virtual box office for the upcoming film, “Beetlejuice 2.” Users can buy IRL movie tickets via the “Escape the Afterlife” experience on the platform. These users will also receive an exclusive Beetlejuice-themed avatar.
Roblox describes the online space, known as “The Afterlife Lobby,” as “a spooky world that brings together familiar places from the original Beetlejuice movie with new scenes and experiences from the highly-anticipated sequel.”
Within the lobby, users can access three “immersive worlds” and play a range of mini-games and side quests. They can also encounter both old and new characters from the upcoming film.
Beetlejuice, Beetlejuice, Beetlejuice
“We are always looking to engage audiences and amplify our reach in new and exciting ways,” Cameron Curtis, Warner Bros executive vice president of global digital marketing, told Variety. “This first-of-its-kind collaboration with Roblox and Fandango for ‘Beetlejuice, Beetlejuice’ allows for just that.”
“By leveraging the vast Roblox creator community, we are not only able to connect with existing Beetlejuice fans but also have the opportunity to reach new audiences who are being introduced to him for the first time. And we are thrilled to be the first studio to test ticketing on the platform.”
But what exactly does this have to do with creators? Well, the move seems to be inspired by the immersive experiences designed by young creators on the platform.
For example, creators coordinated a recent virtual musical production of “The Little Mermaid” on Roblox. The experience was complete with a box office and concession stand. Passionfruit contributor Steven Asarch called it a “truly fascinating” display.
Cynically, one could argue that this Warner Bros activation is an example of corporations cashing in on what was a great example of creator innovation. But I’m not cynical, so I’ll just say it’s artistic inspiration.
