National CineMedia (NCM) Brings Augmented Reality to Movie Theaters
Noovie ARcade App is the First to Allow Movie Audiences to Play Augmented Reality (AR) Games on the Big Screen and Beyond
Moviebill “Connected Print” Magazine Will Also Put AR into the Hands of Moviegoers in Regal Entertainment Group Theaters
Noovie ARcade is available in the iOS
app stores. NCM expects it to be rolled out nationwide this spring on
over 20,600 screens in 1,700 top theaters across the country including
To play, audiences only need to download the app and arrive at their local Noovie theater early to catch the Noovie pre-show, which will prompt them to take out their phone when it’s time to play. Then, the big screen and other triggers around the lobby will unlock larger-than-life games enabled by aiming their cell phone. Noovie ARcade is a fun way to compete with friends and other fans in the auditorium and across the country!
Noovie ARcade Games at Launch Will Include:
- Cinevaders – A galactic worm hole opens up and aliens pour out to invade the theater. It’s up to the player to use powerful lasers to protect the earth from certain destruction.
- Emoji Escape – The emojis in your phone have escaped and are wreaking havoc in the theater lobby. Catch them all before the movie starts!
Munchie Mania– Who doesn’t like popcorn at the movies? Players will toss flying kernels to fill up their individual popcorn bucket – and you can play at home!
Noovie ARcade also creates new integrated cinema marketing opportunities that connect brands with movie audiences, including branded game experience customizations, digital ad inventory and real-time detailed auditorium-level audience data. The Noovie ARcade platform is designed to encompass a variety of game formats, including shooting, catching, tossing and driving games, and advertisers have the unique opportunity to work with NCM to create imaginative branded Noovie ARcade games for the big screen and beyond with select gaming experiences that can be triggered anywhere.
“Noovie was designed around the three pillars of content,
commerce and gaming, and I’m very proud to introduce the first
in-theater AR gaming experience to the industry,” said
NCM is also putting AR directly into the hands of moviegoers in
“NCM and Moviebill are working with advertisers to create custom
activations that have full augmented reality capabilities within the Moviebill
platform. With a seven-figure circulation commitment per edition, Moviebill
will be one of the most highly circulated physical entertainment
media outlets at launch to an audience of highly-desirable moviegoers,”
“It also dovetails perfectly with our audience of young Millennial movie influencers in search of what’s next in entertainment,” Snapp continued. “Going to the movies provides a social and personal experience that they crave. Our audiences love their smartphones, our theaters, and compelling augmented reality games. For brands looking to interact with this key demographic of cord-nevers and cord-cutters, a movie theater AR experience is about as on-target as you can get.”
This press release contains various forward-looking statements that reflect management’s current expectations or beliefs regarding future events, including statements about the timing of the Noovie ARcade launch and movie audience reception. Investors are cautioned that reliance on these forward-looking statements involves risks and uncertainties. Although the Company believes that the assumptions used in the forward-looking statements are reasonable, any of these assumptions could prove to be inaccurate and, as a result, actual results could differ materially from those expressed or implied in the forward-looking statements. The factors that could cause actual results to differ materially from those expressed or implied in the forward-looking statements are, among others, hardware and software technology issues with the testing and implementation of this service and audience acceptance of the app and Noovie ARcade experience.
Amy Jane Finnerty, 212-931-8117