‘Beetlejuice’ sequel sells tickets in first-of-its-kind Roblox activation

Dive Brief:

Warner Bros. Motion Picture Group has launched an immersive experience on Roblox to promote “Beetlejuice Beetlejuice,” per a press release. The sequel to the 1988 film hits U.S. theaters on Sept. 6.
In a first for Roblox, the [Beetlejuice] Escape the Afterlife activation includes a virtual Fandango box office where users can purchase real-world movie tickets. The space will be connected to top Roblox community created experiences via a portal.
Developed by production company Sawhorse, [Beetlejuice] Escape the Afterlife seeks to engage young moviegoers by bringing together gaming, culture and commerce on a platform that is increasingly part of marketers’ toolkits.

Dive Insight:

It’s showtime for “Beetlejuice Beetlejuice,” the forthcoming sequel to the classic film that reunites director Tim Burton with Michael Keaton’s iconic ghoul. Warner Bros. is continuing its efforts to reach new generations of movie fans on Roblox, a leading online gaming destination that is ramping up its overtures to advertisers.

Beyond giving Roblox users a way to delve into the world of Beetlejuice in a gaming environment, the first-of-its-kind collaboration bridges IRL and URL experiences by offering movie tickets via an in-game Fandango box office. Users who purchase tickets through the virtual box office will receive an exclusive avatar item on Roblox, helping Warner Bros. move viewers doown the sales funnel and into theaters.

“By leveraging the vast Roblox creator community, we are not only able to connect with existing Beetlejuice fans, but also have the opportunity to reach new audiences who are being introduced to him for the first time,” said Cameron Curtis, executive vice president of marketing at Warner Bros., in a statement. “And we are thrilled to be the first studio to test ticketing on the platform,”

[Beetlejuice] Escape the Afterlife is inspired by aspects of both films. The Afterlife Lobby brings together elements and scenes from the movies and leads to three immersive worlds where users can escape ghouls and rescue characters, visit the Shrunken Head Guys that populate the Waiting Room and explore a model of the town where the story is set.

The Beetlejuice experience will be connected to four of Roblox’s most popular community created games, including Barry’s Prison Run, Carry a Friend!, Escape a Running Head and The Floor is Lava, extending its reach. The experience is available to Roblox users on mobile and desktop, although only U.S.-based users aged 13 and older will be able to purchase movie tickets.

Warner Bros. is no stranger to Roblox. The studio this year promoted “Godzilla x Kong: The New Empire” with the platform's first “immersive trailer” and previously celebrated 20 years of iconic holiday movie “Elf” on Roblox.