Retail technology innovation of the week: [Beetlejuice] Escape the Afterlife immersive experience goes live on Roblox

Retail Technology Innovation of the Week is a series brought to you by RTIH and sponsored by 3D Cloud, highlighting stand out deployments, launches, and initiatives by retailers and tech suppliers.

Every week, we will showcase forward thinking tech plays that have impressed our Editor and the Retail Technology Innovations Report judging panel, alongside the publication of the 2024 report.

So far, we’ve flagged up sterling work being done by Ocado Retail, Decathlon, Lacoste, Downtown Spirits, TalkShopLive, Huck’s, Rovertown, Wing, Nobody’s Child, IKI, Pixevia, A.L.C., Archive, Therabody, Outform, Kingfisher, PMC, Boots UK, Ocula Technologies, Grace O'Malley Irish Whiskey, Metacask, Ikea, Carrefour Belgium, Matalan, and McDonald’s.

And this week we’re focusing on an immersive Beetlejuice Beetlejuice experience that has gone live on Roblox, courtesy of Warner Bros. Motion Picture Group.

This includes an integrated virtual Fandango box office, where eligible users can purchase movie tickets - a first for the Roblox platform as it tests and invests in commerce.

[Beetlejuice] Escape the Afterlife was developed by Sawhorse and provides Warner Bros. the opportunity to expand its reach with new audiences and ways to increase content viewership, as well as drive ticket sales.

“We are always looking to engage audiences and amplify our reach in new and exciting ways; this first of its kind collaboration with Roblox and Fandango for Beetlejuice Beetlejuice allows for just that,” says Cameron Curtis, Executive VP of Marketing, Warner Bros.

“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.”

“We are excited to collaborate with Warner Bros. and Roblox on this unique in-world experience and test the first ever virtual Fandango box office for the much anticipated Beetlejuice Beetlejuice movie,” says Will McIntosh, Fandango President.

“We are champions of the big screen and remain committed to reaching new fans through innovative, one of a kind experiences that drive increased theatre attendance.”

As visitors enter [Beetlejuice] Escape the Afterlife on Roblox, they are immediately transported to The Afterlife Lobby, a spooky world that brings together familiar places from the original Beetlejuice movie with new scenes and experiences from the sequel, which hits cinemas in September.

From the lobby, people can enter one of three immersive worlds, where they need to escape ghouls and rescue established characters like Delia and Lydia, and new characters like Astrid.

They will visit The Waiting Room, see the Shrinkers (aka Shrunken Head Guy) and his friends, and even explore Adam’s model of Winter River, Connecticut during their rescue journeys.

While watching the trailer for Beetlejuice Beetlejuice in The Afterlife Lobby and interacting with other fans, users can also make plans to see the movie in theatres.

Via the virtual Fandango box office, eligible fans can walk up and make a ticket purchase within the experience to see the movie once it’s live in US theatres on 6th September.

Those who complete the ticket purchase through the virtual box office will also receive a Beetlejuice Beetlejuice exclusive avatar item available for use on Roblox with in-game effects.

Leading up to the premiere, [Beetlejuice] Escape the Afterlife will get connected with four of the top Roblox community created experiences: Barry’s Prison Run, Carry a Friend!, Escape a Running Head, and The Floor is Lava.

When a user’s journey ends in one of these experiences, they will have the option to portal to the Afterlife and the opportunity to interact with Beetlejuice and obtain unique virtual items.

2024 RTIH INNOVATION AWARDS

Immersive experiences are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.