By Edward Regue
The Beetlejuice Sequel Takes Over Roblox
Warner Bros. Motion Picture Group is redefining film promotion with a unique digital twist, launching an immersive experience on Roblox to mark the upcoming release of Beetlejuice Beetlejuice. The highly anticipated sequel to Tim Burton’s 1988 cult classic, Beetlejuice, will hit U.S. theaters on September 6. In a bold and innovative move, Warner Bros. is blending gaming, culture, and commerce on Roblox, one of the world’s most popular online platforms for user-generated content (UGC) and immersive experiences.
A Game-Changing Partnership
Developed by Sawhorse Productions, the Beetlejuice Escape the Afterlife activation on Roblox represents a first-of-its-kind initiative. This virtual experience transcends traditional gaming and opens up a new dimension of interaction between film fans and the movie industry.
The hallmark of the activation is the integration of a virtual Fandango box office, allowing players to purchase real-world movie tickets directly within the game. This partnership bridges the gap between digital experiences (URL) and physical, in-person ones (IRL), creating a seamless transition from the Roblox universe to the movie theater. Warner Bros.’ experimentation with this direct-to-consumer (D2C) sales approach, where digital avatars and in-game mechanics move audiences from gaming into theaters, demonstrates the ever-growing importance of immersive spaces for brand engagement.
Cameron Curtis, Executive Vice President of Marketing at Warner Bros., remarked on the studio’s innovative strategy: “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.”
Escaping the Afterlife: The Roblox Experience
The Roblox experience is deeply rooted in the quirky and bizarre world of Beetlejuice. The Beetlejuice Escape the Afterlife activation draws inspiration from both the original film and its upcoming sequel, inviting players to immerse themselves in three distinct worlds. Starting from the iconic Afterlife Lobby, players can explore scenes from the Beetlejuice universe, rescuing characters, encountering the famous Shrunken Head Guys from the Waiting Room, and traversing a scaled model of the haunted town from the films.
This robust, interactive world ties in seamlessly with the broader Roblox community, connecting with four of the platform’s most popular UGC games, including Barry’s Prison Run, Carry a Friend!, Escape a Running Head, and The Floor is Lava. These partnerships extend the experience’s reach far beyond just die-hard Beetlejuice fans, enticing a new generation of players and potentially moviegoers. The game is accessible on both mobile and desktop, but only U.S. users aged 13 and older will have access to the ticketing feature.
A Collaboration With Sawhorse Productions
At the core of this groundbreaking activation is Sawhorse Productions, a creative production company known for pushing the boundaries of immersive digital experiences. Sawhorse was integral to the development and execution of Beetlejuice Escape the Afterlife, leveraging its expertise in creating engaging interactive experiences that bridge media formats. Their contribution underscores the growing importance of production companies that can navigate both the physical and virtual realms, providing new avenues for storytelling and consumer engagement.
Sawhorse Productions, under the leadership of industry veterans like Nick Hill, has been at the forefront of blending culture and technology in ways that resonate with younger, digitally-savvy audiences. Their work on this activation exemplifies how gaming and film can merge into an immersive journey, drawing players into the Beetlejuice universe in unexpected ways.
Marketing on the Frontier of Web3 and Immersive Spaces
Warner Bros.’ foray into Roblox with Beetlejuice is a clear indication of how entertainment companies are adapting to the changing digital landscape. Roblox has become a critical touchpoint for younger audiences, offering them more than just a game but a space to interact, socialize, and now, purchase movie tickets. It’s a move that reflects the increasing integration of Web3 elements, like virtual-to-real-world commerce, within mainstream entertainment marketing.
As the Web3 and immersive spaces evolve, we can expect more of these cross-platform collaborations that merge gaming, commerce, and film in increasingly sophisticated ways. Warner Bros. is no stranger to these activations. Earlier this year, the studio launched an immersive trailer for Godzilla x Kong: The New Empire on Roblox and celebrated the 20th anniversary of Elf with an interactive experience on the platform. But the ticketing feature for Beetlejuice Beetlejuice marks a new milestone, one that could reshape how studios think about promoting films in a Web3 world.
A New Chapter for Movie Marketing
The Beetlejuice Escape the Afterlife activation is not just an exciting marketing move; it represents the future of entertainment promotion. By embedding themselves into gaming ecosystems like Roblox, Warner Bros. and Sawhorse Productions are not only catering to existing fans but also crafting experiences that attract new audiences in more engaging and innovative ways.
As gaming, culture, and commerce become increasingly intertwined, the success of such initiatives will depend on the ability of marketers to build authentic, immersive experiences that resonate with digital-native consumers. With Beetlejuice Beetlejuice on Roblox, Warner Bros. has set the stage for a new era of film marketing where the line between the virtual and the real continues to blur.
It’s showtime—just not the way we’ve ever seen before.
