20th Century Fox and ODEON summon X-Men’s Dark Phoenix with innovative Snapchat AR campaign

20th Century Fox, in partnership with ODEON Cinemas Group has worked with Snapchat to reach cinema-goers like never before for the release of their new blockbuster, X-Men: Dark Phoenix.

This innovative campaign featuring Snapchat’s Marker Tracking Lens will mean that cinema-goers across Europe will be able to see static X-Men: Dark Phoenix posters and large format standees spring to life in cinema foyers.

Simply by pointing their Snapchat camera at the poster or standees, Sophie Turner as the Dark Phoenix appears as if in real life, surrounded by swirling cosmic force. As if stepping into the film, Snapchatters will see Sophie spin multiple times, throwing up debris and smoke, before disappearing.

Snapchat’s Marker Tracking Lens allows marketers to connect and enhance the digital world with the physical world and engage audiences.

For 20th Century Fox and ODEON Cinemas Group, cinema-goers viewing the X-Men: Dark Phoenix poster or standee will be enthralled by the film before it has even started, encouraging excitement and encouraging ticket sales.

Snapchat has also produced a captivating lens which transforms Snapchatters into the Dark Phoenix herself and also allows them to book cinema tickets.

The multi-market campaign will see the posters and standees spring up in several ODEON, UCI, UCI KINOWELT and CINESA cinemas across the UK, Italy, Germany, Norway, Spain and Ireland.

Anya Morris, EMEA Digital Marketing Manager at Twentieth Century Fox, said: “We have loved working with Snap on this initiative. We always look for cutting edge, original initiatives and Snap’s ever-evolving lens tech – as well as their enthusiasm and collaboration – make them a perfect partner for this.”

Tanya Easterman, Group Head of Partnerships at ODEON Cinemas Group, said: “ODEON Cinemas Group are thrilled to be partnering with our key strategic partner 20th Century Fox and Snapchat on this fantastic piece of in-cinema innovation. Our guests are huge fans of the X-Men franchise and we look forward to seeing them interactive with this exclusive content in our cinemas across Europe.”

Source: ODEON Cinemas Group

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