Universal Unleashes AR Experience With Facebook to Promote ‘Jurassic World: Fallen Kingdom’

To mark the global 4K Ultra HD, Blu-ray and DVD release of Jurassic World: Fallen Kingdom, Universal Pictures Home Entertainment has partnered with Facebook and Messenger to unleash sharable in-store and in-home augmented reality experiences showcasing the film’s dinosaurs.

The AR experiences featuring different dinosaurs from the film will debut Sept. 18 timed to the film’s North American home entertainment launch before rolling out around the world.

It is the first integrated AR experience across the Facebook family of apps — specifically Facebook and Messenger — according to a Universal press release.

“Just as Jurassic World: Fallen Kingdom expertly transports viewers into an immersive world of discovery and wonder, the new AR offerings in-store and in-home serve to effectively extend that excitement and innovation to our global home entertainment release,” said Hilary Hoffman, EVP, marketing, UPHE. “We are thrilled to have a world-class partner in Facebook to help power these engaging AR experiences and are sure they will captivate and delight Jurassic fans of all ages.”

On the day of the release, participating retailers across 18 countries will showcase, for a limited time, the Jurassic World: Fallen Kingdom in-store displays that will include instructions on how to trigger an AR experience. Shoppers scan a special QR code to launch the sharable AR effect that places the Indoraptor directly in their path. In the U.S. alone, the experience spans more than 17,000 stores across multiple national retail and grocery chains, according to the release.

The in-home experience is activated off of an insert in the product packaging using the Messenger camera. The experience unveils an interactive, baby version of the film’s Velociraptor hero, Blue. The animated Baby Blue can be placed in any environment, and images and video of her can be captured and shared with friends.

Both the in-store and in-home experiences are compatible with iOS and Android devices. Users should utilize the latest version of the Facebook and Messenger apps, according to the release.

Jurassic World: Fallen Kingdom, the second installment in the dinosaur series reboot, has generated nearly $1.3 billion at the worldwide box office to date. Executive produced by Steven Spielberg and Colin Trevorrow, the film stars Chris Pratt and Bryce Dallas Howard.

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