UPDATE: Added the full press release below, which offers more insight into the game, which is played inside the theater at select screenings of the film. – PS
Alright Millennials, it looks like you have won. With the announcement that Paramount will promote cell phone use in certain screenings of TERMINATOR: GENISYS, the sanctity of the movie theater is dead. With the streaming and on demand markets infringing on box office revenue, studios are searching for whatever avenues they can to keep butts in seats. This latest ploy may push cinema fans away while bringing the social butterflies of the world out in droves.
The game will be playable via a closed WiFi network at IMAX screenings of TERMINATOR: GENISYS in New York, los Angeles, San Francisco, and Boston. The current test will only happen at AMC theater locations. The game puts players into the role of Resistance fighters. They will be randomly placed into four teams and fight Terminators in gameplay set at three different settings in the film. The winning team at each showing will get a collectible TERMINATOR: GENISYS poster. The app and game are completely free. The current game model will play from July 1st through 3rd.
Audience Entertainment CMO Adam Cassels had this to say about the game.
“This is a true breakthrough for the movie industry. Video games are a multi-billion dollar industry, and merging that with the movies in a way that’s interactive, fun and truly memorable is a very exciting proposition for an industry seeking to innovate. This breakthrough may be equally exciting for the video game industry. The movies offer the very best in screen and sound while providing audiences with a first of its kind, collective, in-person gaming experience.”
While this is just a test run for the concept of tying a game directly into the screening of a film, I am sure this will become more and more common. It is important to note that while this game is not going to be played during the film itself, I am sure that is not far off in the minds of those developing these ideas. Movie theaters are designed to be a place to see a film on a big screen in silence and darkness. Like a stage play, bringing cell phones and other distractions pulls away from the immersive experience of the film rather than enhancing it.
FULL PRESS RELEASE BELOW:
New York, NY (June 24, 2015)—Audience Entertainment, Paramount Pictures and Skydance today announced the first-ever in-theatre interactive video game as an exciting prelude to the highly anticipated theatrical release of Terminator Genisys at select AMC IMAX® locations nationwide. Audience members join the Resistance in the Terminator Future War, collaboratively defeating waves of Terminators using their mobile phones.
The game will debut with the film’s nationwide release on July 1st and will be playable at AMC IMAX theaters in New York (AMC Lincoln Square IMAX 13), Los Angeles (AMC Universal CityWalk 19 with IMAX), San Francisco (AMC Metreon IMAX 16), Boston (AMC Boston Commons IMAX 19) and Dallas (AMC Northpark IMAX 15). The game is being presented by AMC and IMAX and was designed by Audience Entertainment and Paramount Pictures based on the just-released Terminator Genisys: Revolution game produced by Glu Mobile, available for iOS and Android.
Audience members can participate in the game using any Wi-Fi-enabled mobile device. Prior to the game, the audience will be invited to join a closed and secure Wi-Fi network (doing so requires no download or sign-in of any kind). From there, players will be randomly assigned to one of four teams (red, blue, purple and gold) to fight waves of Terminators in three different settings from the movie. The winning team at each showing at the participating theaters will receive a limited edition collectible “Terminator Genisys” poster through Friday, July 3 or while supplies last.
“This is a true breakthrough for the movie industry,” explained Adam Cassels, CMO of Audience Entertainment. “Video games are a multi-billion dollar industry, and merging that with the movies in a way that’s interactive, fun and truly memorable is a very exciting proposition for an industry seeking to innovate. This breakthrough may be equally exciting for the video game industry. The movies offer the very best in screen and sound while providing audiences with a first of its kind, collective, in-person gaming experience.”
“For the first time ever, moviegoers can engage with each other in an interactive, digital setting from their own theater seats,” said Megan Wahtera, Senior Vice President of Interactive Marketing, Paramount Pictures. “This unique opportunity is a great way to bring rich online experiences to the big screen to celebrate the release of Terminator Genisys.”
“IMAX is constantly looking to innovate in all areas of business, and this highly interactive initiative is an ideal experience for IMAX fans,” said IMAX Chief Marketing Officer Eileen Campbell. “We believe Terminator Genisys will be an action-packed addition to summer movie-going in IMAX and we are thrilled to partner with AMC, Paramount Pictures, Skydance and Audience Entertainment in this way.”
“AMC is thrilled to offer IMAX fans an innovative, interactive experience that will make them part of the Resistance,” said Rob Kim, Vice President of Programming Promotions, AMC Theatres. “We anticipate tickets will sell out quickly.”
The pioneer of big screen interactive technology, Audience Entertainment, has implemented its patented iD (interactive dimension) technology, which reads and reacts to audience movement, in movie theaters, arenas, stadiums and concert venues in eight countries and on four continents. By engaging the audience in a manner that’s truly interactive, Audience Entertainment is creating new and exciting opportunities in advertising, alternative content, movie trailers, movies, gaming and more.
“Terminator Genisys” opens in theaters and IMAX 3D on July 1st, 2015. Fans can experience the film beginning at 7:00 p.m. on June 30th. Tickets are on sale now. To reserve tickets in IMAX 3D, please visit www.IMAX.com/Terminator