LICENSING NEWS

Star Wars fans invited to augmented reality event

Published on: 25th August 2017

More than 20,000 retail locations worldwide will become home to augmented reality Star Wars characters from 1st-3rd September.

Following the global phenomenon of Force Friday in 2015, Disney and Lucasfilm announced Find the Force, a global augmented reality (AR) event rolling out on Force Friday II to commemorate the worldwide launch of new products inspired by Star Wars: The Last Jedi.

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-favorites and new surprise additions from the film.

Retailers around the world will invite fans to Find the Force by taking part in an AR treasure hunt. They download the Star Wars App, then visit any one of 20,000 participating retail locations to find a graphic that contains the Find the Force logo. When you scan the graphic using the app, you’ll reveal a character, who through augmented reality, will appear in the room with you. You can then take photos, record videos, and share the experience on social media. Fans can come back each day to reveal new characters (15 in total across the program’s three-day run).

Kathleen Kennedy, president of Lucasfilm, commented: “Force Friday II is a major milestone in the countdown to Star Wars: The Last Jedi. 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.”

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