Roblox is hosting an In the Heights immersive experience to promote the upcoming film. Coming off a Gucci virtual event (Gucci Garden) and more high-fashion collabs, Roblox is becoming the go-to platform for brands looking to engage with young consumers where they’re spending more and more of their time (a.k.a. inside video games). Now, Roblox is hosting an In the Heights-themed block party with Warner Bros. Pictures to recreate the musical’s Washington Heights neighborhood ahead of the film’s release. Virtual merchandise, a Roblox community dance party, a cast Q&A, and a “Lights Out” party featuring an exclusive movie clip are the “headliners” for the virtual event launching this week. (Hollywood Reporter)
