Sky Movies to create AR-led Cinderella and Avengers experiences

The experience will be open from 28 November (Sky Movies)
The experience will be open from 28 November (Sky Movies)

The Sky Studios venue at The O2 in London is being transformed for Christmas to coincide with the Sky Movies' 'Step into the adventure' campaign.

Central to this premise are newly-released films Marvel’s Avengers: Age of Ultron and Disney's Cinderella. For the latter, Sky has partnered with crystal brand Swarovksi to create an augmented reality (AR) experience inspired by the protagonist’s sparkling slipper. 

The Avengers experience allows guests to take on robot drones in Iron Man’s Hulkbuster armour, and immerse themselves in the Battle for Avengers Tower, again through AR technology.

Before heading home, visitors will be encouraged to visit the venue’s Sky News Studio and report on their memorable moments live on camera. Photos and videos from each party’s visit can also be shared online. 

The ‘Step into the adventure’ experience launches on 28 November. It will be open from midday until 8pm on event days and until 6pm on non-event days.

More: Sky Atlantic brings Game of Thrones to The O2

Sky Movies brings Frozen experience to The O2

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free