Fox Digital Entertainment offers mobile game to excite film fans
Fox Digital Entertainment has created a mobile game to ready and excite fans before the upcoming film Night at the Museum: Secret of the Tomb hits theaters.
The game Night at the Museum: Hidden Treasures incorporates the film?s environments and characters. As Night at the Museum fans will be anticipating the film, they will also be looking for other ways to interact with it, leading Fox to channel mobile in its additional offering.
?We have a great relationship with the folks at Fox and we?re big fans of Night at the Museum so making a mobile game for the film was an obvious choice for us,? said Jameel Khalfan, publishing and business development at Pocket Gems, San Francisco.. ?This was a really natural fit and the first project we've worked on together.
?This is a more traditional type of mobile game that people will understand immediately,? Mr. Khalfan said. ?We worked really close with Fox to capture the style and feel of the movie and are thrilled with the final game.?
Second-screen action
Fox Digital teamed with mobile-first entertainment provider Pocket Gems to execute the game, which is available on iOS and Android devices.
The mobile game, which is a hidden-object game, takes players on a new adventure set in the film?s environments. Players will join character Larry Daley and report for their first night of duty as a security guard as they search for hidden relics, discover clues and team up with characters to save the museum?s magic from falling into the wrong hands.
Characters seen in the game are Theodore Roosevelt, Rexy the Tyrannosaurus Rex and Jedediah Smith.
The film will hit theaters on Dec. 19.
Devoted fans are awaiting the newest film of the series and are in constant search for more. Since films average mere hours in length, fans leave theaters wanting more. Mobile games serve as bonus items and prolong engagement.
Entertaining with mobile
Mobile enables the entertainment industry to raise awareness for its productions in a variety of unique ways.
For example, People and Entertainment Weekly magazines hosted mobile-centric video ads to promote Fox?s TV show Gotham, which saw a lift in engagement eight times higher than traditional desktop campaigns.
The campaign ran for three days during annual event Comic-Con and utilized advertising platform Celtra to create the rich media experience, which bypassed the iOS native player and auto-streamed the video in-line with editorial content. Serving as less of a disruption than typical redirecting video ads, the campaign video garnered 5 million plays and more than 300,000 minutes of consumption (see story).
Also, Fox Sports Regional Networks leveraged social media and a fast mobile-video platform to produce original video content and connect with local sports fans and viewers.
Under a multi-year licensing agreement, Fox?s on-air talent and producers use Burst?s mobile-video platform to report on games and team events by filming and showcasing behind-the-scenes content that is then pushed out on Fox Sports? digital platforms and on social media in real time. The deal underscores mobile?s value as a way to build deeper fan and viewer brand engagement (see story).
Fox Digital?s partnership with Pocket Gems is likely to be a mobile success due to the provider?s expertise in the field.
?Pocket Gems is a mobile-first developer of games and entertainment,? Mr. Khalfan said. ?We've seen over 185 million downloads across iOS and Android, so our core competency is definitely mobile.?
Final Take
Caitlyn Bohannon is an editorial assistant on Mobile Marketer, New York