Augmented reality filters have become a popular method for marketing the latest film releases. To promote Insidious: The Last Key—which opened January 5 and has so far earned over $126.7 million worldwide—Sony Pictures Entertainment used a beauty app a bit differently, making users appear possessed, ghostly or transport them into “The Further,” a dark spirit world from the movie franchise.
The BeautyPlus app is normally used to make users look more appealing. The developer uses facial recognition and AR to “try on” makeup or enhance photos.
The MakeupPlus app overlays a makeup look inspired by the film’s ominous lighting and demonic elements. The look features smoky eye makeup, white contact lenses and bloody lips. The beauty ensemble is finished not with blush, but a pierced throat courtesy of Key Face—a new demon from The Last Key.
Ironically for a makeup partnership, none of the Insidious beauty filters feature its infamous Lipstick Face demon.
BeautyPlus developer Meitu first partnered with Sony Pictures last fall to promote The Emoji Movie. Three filters inside the BeautyPlus app overlaid a crown of poo emoji, devil horns and a devil emoji or a halo with dueling angel and devil emoji.
“We are continuously working toward expanding on the app’s extensive features and integrating with even more brands to engage with our users,” said Fox Lui, head of international business at Meitu, in a release from the company.
To support the AR campaign, Sony is also working to release a 10-day series of teaser trailers and themed chat stickers.
