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December 14, 2021
Accenture is helping Disney Studios’ StudioLAB develop and pilot interactive movie posters that incorporate digital technologies, including cloud and OLED displays, to provide moviegoers with immersive content experiences.
Accenture and StudioLAB collaborated to create a prototype of an interactive movie poster in 2017 for Disney’s live-action “Dumbo” premiere. That poster used software and hardware – including artificial intelligence and 4D cameras – to recognize and respond to individuals’ emotions by showing film clips that fit a person’s current mood.
“We learned from the ‘Dumbo’ prototype that fans and guests loved the interactivity our digital posters provide, so we brainstormed with Accenture ways that we could take that engagement to a new level,” says Alice Taylor, vice president, content and innovation, StudioLAB. “The new advanced posters increase engagement by offering personalized experiences – for example, users can insert themselves in the movie poster and share that image instantly with friends or family. It transforms our audience's journey beyond just the main feature at the theater.”
“Using this advanced technology, Disney can tell unique stories in a new and engaging way by delivering a range of digital experiences that deepen consumers’ connections with their amazing franchises, stories and characters,” says John Peters, media and entertainment industry group lead, US west region, Accenture.
The updated interactive poster was first deployed at the El Capitan Theatre in Hollywood for the premiere of Marvel Studios’ “Black Widow” earlier this year, at Disneyland during the “Jungle Cruise” premiere and at the premiere of Searchlight Pictures’ “Nightmare Alley” this December.
“We extended our StudioLAB innovation partnership with Accenture for another three years because of their proven ability to combine top design and innovation capabilities with technology and industry expertise, which helps us create groundbreaking moments for our audiences,” says Taylor.
CES 2022 attendees can experience the interactive movie poster platform from Jan. 5-8 at the Accenture ballroom in the Venetian Hotel.
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