Disney and Snapchat are teaming up on a new lens in preparation for Avatar: The Way of Water. The custom augmented reality lens uses 3D tech that transforms users’ faces with blue hues similar to the characters in the films. Users will be able to “see their mouth, eyes, head shape, hair and skin change” as they transform into a Na’vi, the residents of Pandora. The lens will be searchable in the Snapchat app or can be scanned through a QR code that takes them directly to the lens. Disney is hoping that the 3D format of the AR function inspires moviegoers to see the film in 3D as well. Both Disney and Snapchat are making moves to increase their earnings and relying on tech like AR to especially reach young consumers. YPulse’s Social Media Monitor report data shows that 35% of Gen Z and Millennials use Snapchat lenses—and we’ve seen more brands use AR lenses regularly. (Marketing Dive)
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