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Star Wars augments reality for ‘Force Friday’ pop-up treasure hunt

Star Wars Find the Force AR experience

The Walt Disney Company and Lucasfilm will use innovative AR technology to celebrate Force Friday II on September 1.

Find the Force will be a global, Augmented Reality pop-up treasure hunt. The three day event begins on September 1st at more than 20,000 retail locations.

Visitors can use their smartphones and the Star Wars App to activate in-store AR experiences featuring characters from the iconic film franchise.

To participate in the events – fans need to download or update the Star Wars app on their device. They can then visit any one of the 20,000 participating stores and scan the ‘Find the Force’ logo to activate the AR. A list of participating stores is available online. More information is available on the Find the Force website.

Kathleen Kennedy, President of Lucasfilm, said: “Force Friday II is a major milestone in the countdown to Star Wars: The Last Jedi. Star Wars has always championed new technology, and we are excited that augmented reality will allow fans to experience the universe in a whole new way.”

Jimmy Pitaro, Chairman, Disney Consumer Products and Interactive Media, said: “Force Friday II puts fans right at the center of the action using augmented reality to bring our characters to life like never before. The technology theme continues in the Star Wars: The Last Jedi product line, which is our most innovative yet—we can’t wait for fans to see what’s in store.”

Paul Southern, senior vice president, Licensing and Franchise, Lucasfilm, told Yahoo in an interview that “this campaign is on a bigger scale than the first Force Friday, both in terms of geographic scope and the number of retailers,”

Force Friday II begins globally at 12:01 a.m. on Friday, September 1. Star Wars: The Last Jedi opens in U.S. theaters on December 15, 2017.

Image Courtesy Star Wars – Find the Force
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Michael Mander

Michael Mander

I am a journalist from Essex, England. I enjoy travelling, and love exploring attractions around the world. I graduated from Lancaster University in 2018. Twitter @michael_mander.

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