After a fairly successful run with The Little Mermaid, Disney will continue bringing its ‘Second Screen Live’ experience to select theaters nationwide. Beginning October 18, Disney will present Tim Burton’s The Nightmare Before Christmas just in time for Halloween. The Nightmare Before Christmas was actually the first film to receive the special treatment, which has gone through focus testing several times within the past year.
Disney is currently looking for Apple iPad owners in the Los Angeles area to help test the new ‘Second Screen Live’ app, allowing movie-goers to interact with and experience movies in a whole new way. Beginning tonight, Disney will offer several screenings of Tim Burton’s Nightmare Before Christmas employing the app which will allow guests to ‘participate in fun challenges, speed trivia, sing-alongs and more for the chance to win prizes and play against other fans in the audience.’
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With Apple’s iPad dominating the tablet population, it’s small wonder that the emerging ‘apptivity’ market has becoming increasingly competitive at an exponential rate with companies chomping at the bit to develop creative and enticing physical objects to provide additional interactivity with the iPad and its apps. Already a pioneer in the field with its Cars app and toys, Disney is once again looking to set the bar, this time with the Disney Creative Studio by eKids.