Paramount Pictures accessorizes 'Ghost in the Shell' with AR beauty experience
- Perfect Corp., which offers several AR beauty apps under the YouCam name, has partnered with Paramount Pictures for the upcoming "Ghost in the Shell" film starring Scarlet Johannson, which opens on March 31, according to a press release.
- YouCam mobile beauty apps such as YouCam Makeup, YouCam Perfect and YouCam Fun will offer users the ability to mimic the style and movie-themed beauty looks of Johannson, along with other actresses in the movie, which is about a futuristic, cyber-enhanced car crash victim. The available content includes exclusive in-app virtual filters, complete interactive beauty looks, branded photo frames and live AR character filters.
- YouCam apps will also be offering users a chance to win tickets via Fandango to see the film and has been hosting giveaways on its social channels.
John Paul Mitchell Systems, Elizabeth Arden and other makeup artists have previously partnered with YouCam, giving users the ability to experiment with different looks on their mobile devices. This is the first time that Perfect Corp., whose apps have achieved 400 million downloads worldwide, is collaborating with a major entertainment company, however.
The goal of the effort is to drive excitement — and ultimately ticket sales — for the film among makeup users, who are not traditionally big science-fiction fans. The movie’s theme, target audience and the image of Johannson’s movie character seem to be potentially compelling fodder to test style play apps. As an actress partly known for her glamor and image, Johannson might convince YouCam's target audience of young women to emulate her hair and makeup for "Ghost in the Shell" using the app's virtual capabilities.
In general, movie studios have been active in the mobile space and this campaign serves as an example of how, perhaps based on some early successes, they are looking to extend those efforts in new and creative ways, especially by leveraging the AR technology found on apps like YouCam.
Snapchat is another major player in this space, and recent promotions for Warner Bros.'s upcoming "King Arthur: Legend of the Sword" film tapped the app for a sponsored filter and even an in-app puzzle game.