When Avengers: Infinity War hits theaters nationwide next Thursday April 26, moviegoers at all Regal Cinemas will be greeted by another kind of marvel: Moviebill, a collectible movie magazine featuring an interactive augmented reality (AR) platform.
Moviebill offers never-before-seen expanded content in the form of immersive AR experiences related to the movie. When fans of Avengers: Infinity War use their phone’s camera to scan their Moviebill through the Regal mobile app, they’ll trigger interactive AR content including interviews with cast and crew members, image galleries, behind-the-scenes videos, games, exclusive cover art, and other bonus feature materials that come to life via AR technology.
WillowTree partnered with Regal to integrate Moviebill’s proprietary image-recognition technology into the Regal mobile app, the first publicly-available feature of its kind. Moviebill will be accessible to all of the current 9+ million users of the Regal mobile app at launch, and Moviebills will be provided for free to all AVENGERS: INFINITY WAR ticket holders on opening week.
“Moviebill is the first mainstream AR media experience, and Regal is proud to be the exclusive partner of this captivating content,” said Ken Thewes, Chief Marketing Officer at Regal, in a recent press release. “We strive to provide new innovations to our loyal fans, and thanks to this groundbreaking technology, they can now enjoy this augmented reality experience with their Regal mobile app.”
“We’re working closely with Marvel Studios and Disney to ensure the edition is a true deep dive into the film,” said Matthew Shreder and James Andrew Felts, founders of Moviebill. “Consumers are the kings and queens, and fans are hungrier than ever for Avengers content. It’s an honor to be launching with the biggest and most exciting franchise in today’s entertainment marketplace.”
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