Emagine Theatres to Premiere New AR Experiences for Moviegoers

Emagine Entertainment Inc. in Troy, an innovator in luxury theatres, has announced a new partnership with Screenvision Media, a national leader in delivering comprehensive advertising and content representation services for cinema exhibitors, and Strax Networks, a leader in augmented reality technology.
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Emagine app
The three companies, including Emagine Theatres, have created an industry first platform connecting a physical theatrical experience to the digital world. // Photo courtesy of Emagine

Emagine Entertainment Inc. in Troy, an innovator in luxury theatres, has announced a new partnership with Screenvision Media, a national leader in delivering comprehensive advertising and content representation services for cinema exhibitors, and Strax Networks, a leader in augmented reality technology.

The three companies have created an industry first platform connecting a physical theatrical experience to the digital world. The platform will debut in October exclusively at select Michigan Emagine locations.

Augmented Reality (AR) is the integration of digital information technology and methods that allows users to experience real-world objects and environments with 3-D generated perceptual information overlaid on top of it in real-time.

The AR technology developed by Strax Networks and their platform, StraxAR, will connect guests of Emagine to exclusive engaging digital experiences including promotions, games, videos, trailers, music, special messaging, and private offers from select sponsors via Screenvision Media.

To engage with these experiences, guests of Emagine will download the StraxAR app, available for both iOS and Android devices. The unique technology allows movie theater items like soda and popcorn tubs to come alive virtually.

When a guest opens the StraxAR app and points it at various logos on a soda cup or a popcorn tub, or other designated elements, a specific AR experience is triggered creating a unique and engaging digital guest interaction (video).

“We are very excited to continue to innovate and bring this exclusive AR experience to our guests,” says Anthony LaVerde, CEO of Emagine Entertainment. “Along with Strax and Screenvision Media, we are creating a unique direct channel experience connecting our guests to a wide variety of engaging digital content with unlimited possibilities.”

Under terms of the agreement, Emagine will have an exclusive window for the application of this technology in movie theatres.

“The application of our technology in this new environment opens up so many doors to creative content development that will be a game changer for this industry,” says Eric Singleton, CEO of Strax Networks Inc. “Guests of Emagine are in for a real treat.”

John Partilla, CEO of Screenvision Media, states the “technology from Strax will allow us to work with our advertising partners to create additional value to their brands as they are discovering new ways to engage their customers with rich experiences that drive business.”

Emagine Entertainment’s affiliates own and operate luxury theaters in Michigan, Illinois, Indiana, Minnesota, and Wisconsin. Emagine operates theaters with a combined 30,068 seats and 342 screens.

To learn more about Emagine Theatres, visit www.Emagine-Entertainment.com.

 

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