Warner Bros. and Legendary are teaming up to promote the movie “Godzilla x Kong: The New Empire” in hopes of securing a successful opening weekend. They have partnered with Roblox, an online platform popular with a young audience, to attract viewers to the theater. Through an interactive trailer on Roblox, users can enter the movie’s world of Hollow Earth and play an obstacle course to collect movie-themed crystals with Suko, the Mini-Kong.

Roblox is an online platform that allows users to create and play games, as well as interact with others in virtual locations. With 71.5 million daily active users, mostly from the Gen Z demographic, spending an average of 2.4 hours a day on the platform, Roblox has become an essential marketing tool for entertainment brands. Warner Bros. has been impressed by the engagement with the “Godzilla x Kong: The New Empire” trailer on Roblox, with users spending almost eight minutes interacting with the content.

The immersive experience of the playable trailer has led to increased interest in the movie. Warner Bros. used Roblox’s survey feature to gauge user interest in watching the film, with the results overwhelmingly positive. The platform provides a unique opportunity to reach younger audiences, sparking conversations among classmates and generating social media buzz through influencers creating content surrounding the trailer.

Jonathan Gustavii, from the Swedish studio The Gang, sees the Roblox partnership as a new frontier in marketing for entertainment brands. The platform offers a way to promote movies in an immersive setting where users can engage in ways previously unexplored. While the playable trailer for “Godzilla x Kong: The New Empire” is a first, Roblox has collaborated with studios in the past, including Warner Bros.’ release of “Barbie.”

According to Roblox’s head of entertainment partnerships, Todd Lichten, this collaboration with Warner Bros. is just the beginning of what the platform has planned with other brands and studios. Lichten describes how creators and directors are approaching Roblox with ideas to extend their existing brands, as seen with the successful collaborations on the platform such as “Elf,” “Barbie,” and “SpongeBob SquarePants.” Roblox is more than just a gaming entity, with various celebrities using it as a hangout space to engage with fans and create virtual worlds.

The success of these partnerships has shown the potential for Roblox as a marketing platform for entertainment brands. Lichten hints at upcoming big projects and updates on the platform, showcasing its versatility to bring different IPs to life in engaging ways. The immersive nature of Roblox offers a new way for fans to experience movies before they hit theaters, tapping into the creativity and community spirit of the platform. As Roblox continues to evolve, it presents new opportunities for brands to connect with younger audiences and create innovative marketing campaigns.

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