Augmented Reality: AMC Theatres Digital Experience

AMC Theatres wanted more than just a video. They wanted a fun and engaging interactive experience to promote AMC’s new Augmented Reality (AR) feature for their mobile app. One that would encourage the movie-goer to play and share socially, and deliver an experience that would lead to a greater views than a normal click and play would represent. 

Gasket is pleased to announce that we’ve accomplished just that, by delivering a new AR experience for the AMC brand with agency VMBC.

WHAT WE DID

Gasket conceptualized multiple AR experiences, showing what was possible with the AMC characters. We provided AMC with stories and interactivity options, and performed a functional proof of concept. Then we moved into production to deliver the AR experience. Although Gasket is able to provide AR content development on a variety of platforms, Aurasma was AMC’s platform of choice for this project.

Fun animations

When movie-goers enter the lobby, they can open their AMC app, start up the AR feature, point their smart phones at the AR-enabled poster in the lobby, and watch as the poster comes to life. AMC’s ninja character lands in their phone screen overlaid on top of the live video feed, ready to fight. Movie-goers can then freely walk around and use the ninja to whack anything that enters their viewer with nunchuks and throwing stars.

As the user plays, a masked chainsaw character randomly appears and chases away the ninja, allowing the movie-goer to attack with the chainsaw for a short period. After a few clicks, the ninja returns and kicks the chainsaw character offscreen, restarting the gameplay loop. The entire time, the user has the ability to click the “Enter Sweepstakes” button to sign up and win prizes, including free movies for the year.