Looking to explore new ways for movie fans to engage and interact with its rich catalogue of stories and characters, Disney Studios’ StudioLAB worked with Accenture to develop a new kind of flagship audience experience.
The concept? An interactive digital movie poster that offers a range of fun and engaging experiences designed around the unique characteristics of Disney movies. Having delighted audiences with a prototype built for the release of Dumbo, the studio knew the concept was a winner and had potential.
After the first prototype built for Dumbo, the next step was to scale up and get the interactive posters in front of a live audience at Disney’s 2021 Black Widow and Jungle Cruise premieres.
Bringing together a range of cross functional talent from Accenture and the StudioLAB, the team set about building a platform that could deliver this new form of interactive content experience in the pilot phase. With a cloud-based backend powered by Microsoft Azure, the platform covers everything from the physical hardware and connection to the cloud to the experience design. It also provides a valuable new source of insights into Disney’s audience, plus analytics for iterating and enhancing the quality of the experience.
Drawing on Accenture’s breadth and depth of user experience expertise, the platform included a gesture-based interface, providing an intuitive, human-centered and COVID-secure means of engaging with the interactive poster platform.
A valuable difference
Unveiled at the 2021 Black Widow and Jungle Cruise premieres, selected movie fans had their first taste of this exciting new engagement medium. Moviegoers interacted with the platform, putting themselves into the picture, posting to social media, and having fun before and after the show.
1,000+ user sessions and counting
~800 shareables generated to date
98% experience completion rate at Jungle Cruise premiere
In fact, there’s a full content roadmap for the rest of the pilot phase. And because the platform has been designed for extensibility, the interactive screens can easily be brought to a variety of locations.
Meet the team
Managing Director – Media & Entertainment, United States, West