Disney brings the second-screen experience to the movies

[From NevilleHobson.com; for more coverage see the Atlanta Constitution-Journal]

Little Mermaid Second Screen Live

Disney brings the second-screen experience to the movies

published September 11, 2013 by Neville Hobson

The advent of mobile devices – especially tablets – has changed people’s behaviours in how we access, consume and share information across multiple devices, and where we do it, as surveys constantly show us.

One place you don’t see that happening, though, is in the cinema. Using a smartphone, tablet, etc, in a darkened theatre is regarded in most cultures as the height of socially-unacceptable behaviour, not to mention an assumption of piracy by anyone who could use one to illicitly record what’s on the screen.

That’s about to change as Disney brings the immersive, interactive and mobile audience experience to the movies with Disney Second Screen Live: The Little Mermaid in the US this week:

EXCLUSIVELY IN THEATERS STARTING SEPTEMBER 13, 2013. Bring your iPad with you to the special screenings of The Little Mermaid to interact with the film, play games, sing along, find new surprises and compete with other audience members.

It’s not a passive, consumption experience that Disney’s offering. On the contrary, this is immersive where you’re encouraged to take an active role in the story with an app for iPad or iPad Mini:

“Bring your iPad to the movie theater and experience special event screenings of “The Little Mermaid” on the big screen like never before! It’s “Disney Second Screen Live: The Little Mermaid,” where you become part of the story. Interact with Ariel, Sebastian and Flounder. Compete with the audience as you play games, sing-along, and collect hidden treasure. But watch out for Ursula, who just might try to steal your points. It just got better, down where it’s wetter, with “Disney Second Screen Live: The Little Mermaid.”

Watch the trailer to see Disney’s vision of a future where mobile devices bring immersive audience interaction to the cinema experience.

So ideal for kids. And marketers.

(Via BroadwayWorld.com)


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