Global augmented reality event will mark worldwide launch of The Last Jedi products.
Disney and Lucasfilm are set to host a global augmented reality event to mark the worldwide launch of new products inspired by Star Wars: The Last Jedi.
Find the Force will begin on Force Friday II – September 1, which is when the new product line launches globally.
The pop-up AR treasure hunt aims to unite fans around the world in the battle against the dark side in a unique three-day event at over 20,000 retail locations across 30 countries.
As fans turn up to take home new The Last Jedi products, they will have the opportunity to activate a unique augmented reality experience featuring Star Wars characters, including fan favourites and new surprise additions from the film.
Using the Star Wars app, fans visiting any of the participating retail locations simply need to find a graphic that contains the Find the Force logo. When scanned, a character will be revealed who, through augmented reality, will appear in the room.
Fans can then take photos, record videos and share the experience on social media. New characters will be revealed each day, with 15 in total across the initiative’s three-day run (September 1-3).
A special sweepstakes to win tickets to Star Wars: The Last Jedi premiere in December will also be running, which fans can enter simply by sharing photos or videos featuring the in-store AR characters on Twitter or Instagram using #FindtheForce and #Sweepstakes.
“Force Friday II is a major milestone in the countdown to Star Wars: The Last Jedi,” said Kathleen Kennedy, president of Lucasfilm. “Star Wars has always championed new technology, and we are excited that augmented reality will allow fans to experience the universe in a whole new way.”
Jimmy Pitaro, chairman of Disney Consumer Products and Interactive Media, added: “Force Friday II puts fans right at the center of the action using augmented reality to bring our characters to life like never before. The technology theme continues in the Star Wars: The Last Jedi product line, which is our most innovative yet – we can’t wait for fans to see what’s in store.”
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