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Disney partners with Snapchat to utilise its AR features

The new partnership enables users to transform themselves in celebration of the new Avatar movie

Disney is partnering with Snapchat for the creation of custom augmented reality lenses ahead of the highly anticipated release of Avatar: The Way of Water.

Snapchat has seen various collaborations for its use in augmented lenses and Snapchat filters. Amazon partnered with the brand to bring users a try-before-you-buy experience where fashion items such as glasses could be virtually applied via the app, and then purchased after if the user liked how the item looked.

Disney intends to utilise the Snapchat platform to help promote its upcoming release of the long-awaited Avatar sequel. The lenses will see users able to transform themselves into the likeness of Na’vi, which are the inhabitants of the world of Pandora where the movie is based. The first Avatar movie was released way back in 2009 and since then, fans have patiently waited for the sequel.

AR promotions

Recent reports have suggested that the film would need to land the position as one of the highest-grossing movies ever made and earn at least $2 billion to break even. This sounds like a tall order however, the first movie still sits in the number-one spot after all these years. Using Snapchat as a way to promote the movie and essentially serve as a reminder that the release is finally, almost upon us is a smart strategy to get those extra ticket sales.

As of Q1, 2022 Snapchat reported it had 332 million daily active users, which is a significant figure when you have a product you want to market. Going forward it’s to be expected that Snapchat will continue to take a keen focus on its AR capabilities and partnering with large brands.

Written By

Paige Cook is a writer with a multi-media background. She has experience covering video games and technology and also has freelance experience in video editing, graphic design, and photography. Paige is a massive fan of the movie industry and loves a good TV show, if she is not watching something interesting then she's probably playing video games or buried in a good book. Her latest addiction is virtual photography and currently spends far too much time taking pretty pictures in games rather than actually finishing them.

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