To help promote its “Ralph Breaks the Internet” movie, Disney is giving its audiences an interactive augmented reality game triggered by a big-screen preview that they can play on their phones

Previews are a divisive part of the movie-going experience: While some find their delay of the featured film a nuisance, others enjoy the chance to see what the next big flick could be. Disney is looking to enhance this part of the theatre experience by offering movie watchers the opportunity to play an AR-enabled game during the preview of its new film, Ralph Breaks the Internet.

Created in partnership with National Cinemedia, Disney encourages moviegoers to download the Noovie Arcade app prior to going to the show. Once the preview starts, viewers can open the app and aim their phones at the screen to see the AR experience.

David Sieden, VP of cinema partnerships explains the goal of the intiative: “Augmented reality gives us a way to make that magic jump off the screen and into the hands of audiences through their phones.” Furthermore, as theaters continue to fight against competition from services like Netflix,  Disney hopes to offer a unique, IRL-only experience to help encourage cinema traffic.

Disney

National Cinemedia

Previews are a divisive part of the movie-going experience: While some find their delay of the featured film a nuisance, others enjoy the chance to see what the next big flick could be. Disney is looking to enhance this part of the theatre experience by offering movie watchers the opportunity to play an AR-enabled game during the preview of its new film, Ralph Breaks the Internet.

Created in partnership with National Cinemedia, Disney encourages moviegoers to download the Noovie Arcade app prior to going to the show. Once the preview starts, viewers can open the app and aim their phones at the screen to see the AR experience.