Disney Cruise Line and Audience Entertainment today announced that an interactive, guest-driven experience has come to major movie theaters across the United States. The first crowdgame of its kind in the country, it allows large theater audiences to control on-screen action from their seats via a group arm-waving motion.
In the virtual game, moviegoers will join a classic animated character in a 90-second interactive, big screen version of the AquaDuck as found on Disney Cruise Line’s Disney Dream and Fantasy ships. The 765 foot experience propels guests with powerful water blasters on an exhilarating flume ride unlike any other. By moving their arms and acting together like a virtual ‘human joystick’ the audience controls game action as they take a virtual video ride along with the classic character while he gathers surprises on his way down the flume. Surprises gathered along the way will be counted at the end of the game and results posted on the screen.
The 6 week Christmas campaign will play in select theatres in major cities across America in the FirstLook Pre-Show Program offered by AE partner NCM Media Networks prior to screenings of Twilight: Breaking Dawn and Happy Feet 2. NCM is the largest screen advertising company in the world, and is a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology. It represents over 18,000 screens owned by the three largest global theatre owners, AMC Theatres, Cinemark and Regal Cinemas. Other such campaigns are planned for the future.