Driving cinema ticket sales through virtual worlds

Virtual universe Roblox is set to add a new immersive ‘Beetlejuice Beetlejuice’ experience from Warner Bros. Motion Picture Group, which will include its own integrated virtual Fandango box office, where eligible users can purchase movie tickets – a first for the platform. 

Created by Sawhorse, ‘Escape the Afterlife’ launched earlier this week with the Fandango box office acting as a toe in the water for Roblox, which is testing and investing in commerce.

While the original ‘Beetlejuice’ film came out in 1988, a new ‘Beetlejuice Beetlejuice’ sequel is set to be released next month.

Fandango is an American ticketing company that sells movie tickets via their website and their mobile app.

With the immersive universe launching on Roblox, users will be able to purchase tickets to watch the new film. It enables new and old fans to experience scenes and characters, while providing Warner Bros. the opportunity to expand its reach, increase content viewership and drive ticket sales.

“We are always looking to engage audiences and amplify our reach in new and exciting ways; this first-of-its-kind collaboration with Roblox and Fandango for ‘Beetlejuice Beetlejuice’ allows for just that,” said Cameron Curtis, executive vice president of marketing, Warner Bros. “By leveraging the vast Roblox creator community, we are not only able to connect with existing Beetlejuice fans, but also have the opportunity to reach new audiences who are being introduced to him for the first time. And we are thrilled to be the first studio to test ticketing on the platform.”

After entering ‘Escape the Afterlife’ on Roblox, visitors will immediately be transported to ‘The Afterlife’ Lobby, a spooky world that features familiar places from the original ‘Beetlejuice’ movie with new scenes and experiences from the sequel.

“We are excited to collaborate with Warner Bros. and Roblox on this unique in-world experience and test the first-ever virtual Fandango box office for the much anticipated ‘Beetlejuice Beetlejuice’ movie,” said Will McIntosh, Fandango president.

“At Fandango, we are champions of the big screen and remain committed to reaching new fans through innovative, one-of-a-kind experiences that drive increased cinema attendance.”