Roblox: How to Train Your Dragon shows what’s possible when fans don’t just watch a story, they play it

Todd Lichten, Head of Entertainment Partnerships at Roblox, has taken to social media to flag how his company is shaping the future of movie marketing.

A How to Train Your Dragon game on Roblox had, as of 17th June, more than 28 million visits. During its opening weekend in North America, the film pulled in $83.7 million in ticket sales.

In a LinkedIn post, Lichten said: "The How to Train Your Dragon campaign invited audiences into the world of Berk and its soaring dragons, offering a powerful example of how Roblox extends storytelling beyond the screen. Unlike traditional platforms, Roblox empowers fans to shape their own narratives - turning cinematic moments into immersive, deeply personal, and endlessly replayable adventures."

A world this legendary deserves a screen this epic. Experience #HowToTrainYourDragon in @IMAX. Get your tickets now! #FilmedForIMAX pic.twitter.com/2uj5isSQHO

— #HowToTrainYourDragon (@HTTYDragon) May 6, 2025

Elsewhere, the Roblox game based off on 2024’s Beetlejuice Beetlejuice, directed by Tim Burton and starring Michael Keaton, which included a virtual Fandango box office where players could purchase movie tickets, lifted theatre release awareness and intent to visit the theatre, according to a case study from Roblox.

“You have to combine the tactile, the emotional and the virtual,” Paul Dergarabedian, Senior Media Analyst at Comscore, told Los Angeles Times. “That’s what smart marketing is doing today to make the movie theatre as relevant, or more relevant to young people than ever before.”

2025 RTIH INNOVATION AWARDS

Immersive experiences will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.