20th Century Fox International launches innovative Kinetic experience for the release of THE WOLVERINE around the world
To celebrate the release of this summer’s biggest international blockbuster THE WOLVERINE, 20th Century Fox International are bringing Wolverine to life with BE THE WOLVERINE, a unique Kinect experience that allows users to take part in an out- of-home interactive adventure.
The experience allows fans the opportunity to ‘become’ one of the most iconic MARVEL characters, through simulated Wolverine fighting moves atop a speeding bullet train, whilst travelling through Tokyo. By slicing through obstacles and defending themselves from ninja attacks, fans will experience a virtual thrill ride, based on an exhilarating scene from the upcoming film, THE WOLVERINE.
BE THE WOLVERINE uses Kinect technology to register when fans walk by, scanning and activating a hologram to attract and invite interaction. On completing the experience, fans then have the opportunity to share a photo of them taking part via Facebook.
Over 17 countries are participating in the BE THE WOLVERINE experience, including; Mexico, Brazil, India, New Zealand, Philippines, Singapore, Hong Kong, Taiwan, Thailand, Austria, Belgium, France, Holland, Russia, Spain, Sweden and UK.
Bettina Sherick, SVP Digital Strategic Marketing from 20th Century Fox International says: “The Wolverine is such a beloved superhero, and we are thrilled that fans around the world will have a chance to “Be The Wolverine”. The interactive experience provides a great rush of adrenalin, just like our upcoming film.”
Based on the celebrated comic book arc, this epic action-adventure takes Wolverine (Hugh Jackman), the most iconic character of the X-Men universe, to modern day Japan. Out of his depth in an unknown world he will face a host of unexpected and deadly opponents in a life-or-death battle that will leave him forever changed. Vulnerable for the first time and pushed to his physical and emotional limits, he confronts not only lethal samurai steel but also his inner struggle against his own immortality.