Dive Brief:
- Online gaming platform Roblox has partnered with Warner Bros. Pictures on an immersive experience promoting the studio's release of "Aquaman" on Dec. 21, according to a news release.
- "Aquaman: Home is Calling" takes players of the Roblox game to the underwater city of Atlantis to help Aquaman find the Lost Trident of Atlan and defeat his half brother, King Orm, reflecting the DC comic adaptation's plot.
- Players can emulate Aquaman's superpowers, such as super strength, swimming capabilities and control over sea creatures. They can complete missions and win new customizations for their Roblox avatar at different stages. Along with individual missions, the combined effort of the Roblox community can unlock certain chambers, complete trials and earn exclusive digital rewards like a limited-edition Aquaman Hero Suit.
Dive Insight:
The partnership could help Warner Bros. drum up excitement for "Aquaman" among the coveted Gen Z demographic, who are prolific video gamers and particularly enjoy the Roblox platform. Eighty-four percent of teens report they own or have access to a video game console at home, and 90% play video games on computers, game consoles or mobile devices, according to a Pew Research Center report.
Tie-ups with youth-oriented entertainment properties are becoming a critical way for Hollywood studios to court younger crowds, who are watching traditional marketing channels like TV less frequently and are making fewer trips to the movies in favor of online platforms like YouTube and Netflix. Warner Bros. has previously worked with Roblox on a nostalgic, '80s-themed promotion for "Ready Player One" and a similar push for the recent release of "Fantastic Beasts: The Crimes of Grindelwald."
Gaming experiences that go outside of the home and leverage emerging mobile technology are also becoming more common. For the rollout of "Jurassic World: Fallen Kingdom" this summer, Universal Pictures teamed the Virtual Reality Company to develop a VR game around the film. The five-minute, multi-player experience, which debuted at the restaurant chain Dave & Busters, let users rescue dinosaurs and explore the fictional island of Isla Nublar. The effort was part of Universal's broader expansion into the gaming space.
