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“Candyman” is using AR to promote its upcoming theater release.

Aug 27 2021

Candyman is using AR to promote its upcoming theater release. Jordan Peele’s Monkeypaw Productions and MGM are teaming up with augmented reality company 8th Wall to create an AR teaser that lets audiences call on the Candyman killer. The voice-activated AR tool uses 8th Wall’s proprietary SDK, the camera, and microphone on a user’s mobile or desktop device to layer frightening images on a user’s phone as they repeat “Candyman” over and over—invoking the “Candyman” just like the characters in the film call upon the killer. Once the final scare occurs after repeated “Candyman” mentions, users are able to view the film’s trailer. YPulse told you how brands are using AR tools to engage with Gen Z and Millennials, and Candyman’s approach is taking the concept to a (scary) new level as it attempts to get young viewers back in the theater. (The Drum)