The new empire partnered with Roblox| Trending Viral hub

Warner Bros. and Legendary expect a monster-sized opening weekend for “Godzilla x Kong: The New Empire” and are taking advantage of every possible method to attract moviegoers, including partnering with Roblox to capture the attention of their young audience so that they convince their parents to take them to the theater.

For the past two weeks, Warner Bros. has been engaging Roblox users through its interactive trailer for the “Godzilla vs. King”, which allows players to enter the 2D video and exit into the Hollow Earth movie world. The trailer can then be played through an obstacle course (“obby,” in Roblox speak) where players are joined by Suko, the Mini-Kong, as they navigate the video and collect movie-themed crystals.

For anyone who is not an active user of the platform or has a child obsessed with it, Roblox is an online platform that allows users to program and play games created by themselves or others. It is also often used as a virtual meeting place, where some players spend more time communicating than building.

Roblox reports 71.5 million daily active users, who spend an average of 2.4 hours a day on the platform. And the fastest growing group dedicating their time to Roblox is Generation Z, the 12-27 year old demographic.

Since its launch on March 13, Roblox Trailer for “Godzilla x Kong: The New Empire” has impressed Warner Bros. executives, with users spending an average of nearly eight minutes interacting with “Godzilla x Kong Obby,” according to Cameron Curtis, head of global digital marketing at Warner Bros. Pictures.

“We found that when we immerse audiences in our content or our trailers, they are very likely to go to their parents and ask for a ‘Godzilla x Kong’ ticket or go buy a ticket themselves,” Curtis says. Variety.

Warner Bros. used Roblox’s poll feature to poll users on whether they were more likely to see the movie, which opens Friday, after playing the trailer. Curtis reports that “the answer is overwhelmingly ‘yes.'”

“Roblox wouldn’t be the right platform for every movie, but in ‘Godzilla x Kong’ we have a movie that was made for everyone, for families, that is meant to be experienced in theaters. So when we think about that 13- to 18-year-old audience that’s on the platform and playing these games, there’s a huge opportunity when it comes to engaging them and experiencing our advancement in this way. It becomes a conversation between his colleagues. It becomes something they can connect with, because they play these games together.”

On top of that, there’s the added bonus of Roblox influencers posting user-generated content around the trailer on YouTube and other platforms, generating more social media buzz around the film. “Roblox has created a community and there is a lot of creativity within that community,” Curtis said.

Jonathan Gustavii, director of strategic partnerships at Swedish studio The Gang, which developed the playable trailer for Roblox and Warner Bros., calls this partnership with Roblox “the next frontier” in marketing, specifically for entertainment brands.

“They have the trailer and can hold physical events. They can do a lot of things to promote their film,” Gustavii said. “It is the epicenter for experiencing the film and iconic intellectual property in an immersive environment. These environments are where the user can participate in a totally new way that had not been possible before.”

While this playable trailer is the first of its kind, Roblox has been collaborating with studios for years, previously working with Warner Bros. for the release of “Barbie” last summer and even partnering with Lionsgate and Twisted Pictures for “Saw.” . franchise experience. (The latter required verification that users were 17 or older to play, because kids aren’t everyone’s target on Roblox.)

According to Todd Lichten, head of entertainment partnerships at Roblox, this is just the beginning of what the platform has planned with other brands and studios.

“There are very, very big projects that speak to the spirit of the theatrical marketing team, paving the way for franchise teams to come in and do something more persistent. We will have big updates in the next month or so.”

For now, Lichten can say that creators and directors often approach Roblox with ideas or requests that “are an extension of what they’ve already created.”

“When Jon Favreau and Fairview Entertainment came to the platform late last year to celebrate the 20th anniversary of ‘Elf,’ I don’t think the intention was necessarily an adaptation,” Lichten said. “It was about taking the best components of the platform, which are community, social and gift-giving, and using the holidays and this magical trip around the North Pole as a way to bring the intellectual property back to life.”

Lichten counts the “Elf” collaboration among Roblox’s most successful IP partnerships, along with “Barbie” (which gave users the opportunity to build dream houses and spend time in each other’s homes, “without distinguishing between the real world and the digital world”) and “SpongeBob SquarePants”. Square Pants.”

“The breathing is what’s really notable here, because Roblox is much more than just a gaming entity,” Lichten says. “These are gathering spaces, where Nicki Minaj hangs out with her friends, the established worlds of Paris Hilton. “I think there are all the nuances, we’re just scratching the surface.”

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