Fast & Furious Presents: Hobbs & Shaw debuted in theaters Friday
Universal Pictures is backing Friday’s theatrical release of Fast & Furious Presents: Hobbs & Shaw with a new activation using Snapchat’s augmented reality marker technology.
Moviegoers at select theaters will see special Hobbs & Shaw standees that feature a Snapcode that will unlock a Hobbs & Shaw-themed lens.
Once the lens is unlocked, Snapchatters can point their camera at the standee to bring its helicopters and motorcycles to life via AR.
Snapchat said this marks the first time a movie studio used its AR marker technology for a standee activation at multiple theater locations.