Regal Cinema's augmented reality magazine Moviebill enjoyed a big debut in April and it has its sights set on an even bigger (virtually) outing with its next edition.
Arriving in Regal theaters on June 22, the second issue of the publication will feature Jurassic World: Fallen Kingdom on its cover. Like the first issue, one million copies will be available for free to attendees of the featured film on its opening weekend.
When scanned through the Regal app for iOS and Android, the cover, with art commissioned by Universal Pictures exclusively for Moviebill, unveils an animated 3D Tyrannosaurus rex. Users can capture and share photos of the experience within the app.
Inside, the app's image recognition technology reveals a host of AR dinosaurs from Jurassic World Alive, the recently-released location-based AR mobile game, on the issue's centerfold. Additional AR content and games will be included in the issue's 28 pages, such as embedded AR content featuring interviews with star Bryce Dallas Howard, director J.A. Bayona, and a welcome message from the film's leading man, Chris Pratt.
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"Jurassic World: Fallen Kingdom is the most immersive Jurassic film to date," said James Andrew Felts and Matthew Shreder, the co-founders of Moviebill in a statement. "We can't wait for fans to see what we've put together and be able to experience the magic of bringing dinosaurs back to life."
With Avengers: Infinity War hitting the cover of the first issue, the Regal app has recorded nearly 3 million scans to date. The next edition of Moviebill will focus on Mission: Impossible — Fallout.
In recent months, augmented reality has become a standard for movie promotions, with several of this summer's blockbusters unveiling unique AR-based promotions.
In addition to Moviebill, Marvel Studios has sponsored AR experiences on Snapchat and Facebook and even released an AR game and headset for the latest Avengers movie. Deadpool 2 took over the 7 Eleven app and even offered a separate Snapchat Lens. And The Incredibles 2 just appeared in AR on Samsung's AR Emoji app as well as via Snapchat and Pundit Stickers.
Universal Studios hopes to follow in the footsteps of those hits with its own AR arsenal in support of its dinosaur franchise. In addition to Moviebill and Jurassic World Alive, the movie has an AR experience on Facebook and its own AR book. And there's still enough time for a Snapchat Lens before the first Thursday showings start.
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