News


Disney and Lucasfilm launching Star Wars augmented reality event

star wars augmented realityDisney and Lucasfilm are to launch a Star Wars augmented reality event as part of an initiative to celebrate the launch of new products associated with Star Wars: The Last Jedi.

Find the Force, a pop-up AR treasure hunt, will be part of Force Friday II on September 1.

Star Wars fans attending the three-day event at one of around 20,000 retail outlets across 20 countries will be able to activate an augmented reality experience featuring Star Wars characters.

Star Wars fans will be able to participate by downloading the Star Wars app, and visiting a participating retail location to find and scan a graphic with the Find the Force logo. This will will reveal anAR character that can appear in the room with the participant. Fifteen AR characters will be created in total across the event’s three-day run.

“Force Friday II puts fans right at the centre of the action using augmented reality to bring our characters to life like never before. The technology theme continues in the Star Wars: The Last Jedi product line, which is our most innovative yet — we can’t wait for fans to see what’s in store,” said Jimmy Pitaro, chairman, Disney Consumer Products and Interactive Media.