The concept of Jumanji is that you don’t play the game, it plays you—drawing unwitting players into real-life adventures that require skill and teamwork to survive. It just so happens that escape rooms and scavenger hunts offer a similar premise—so marketing for the film Jumanji: Welcome to the Jungle invites fans to do the same with escape rooms, scavenger hunts and virtual reality.
In partnership with Sony Pictures Entertainment, a Jumanji escape room has been added to 60out Escape Rooms in Los Angeles. Groups of four to eight people “sneak” into their friend’s room, but he isn’t there. Participants then solve a series of puzzles before being immersed in a jungle environment from the Jumanji game. There, each person embodies a role and must use his or her unique strengths to “survive” within the given time limit. Other rooms based on the franchise are planned to roll out across the US.
“The Jumanji films have always been about puzzle-solving and using your wits to survive,” Jamie Stevens, executive vice president of global licensing at Sony Pictures Consumer Products told Forbes. “In that way, the franchise is a perfect mix for escape rooms.”
Popular in Europe, the US market for escape rooms has grown a staggering 8,800 percent in the past three years. Jumanji marks the first time Sony Pictures Entertainment has partnered for an escape room of its own.
Jumanji: Welcome to the Jungle is also the first film to get its own 360-degree VR experience with Facebook. The experience is an interactive scavenger hunt for six items that will lift a curse. Inside a tree house, users must look in all directions across three areas to find each item. Doing so unlocks rewards such as clips from the movie, trailers and behind-the-scenes videos. Users can also explore each character’s profile, including special skills and weaknesses.
The team at Facebook Creative worked closely with Sony to review the script early on and develop interactive ideas.
“We captured the treehouse on set—a key element of the narrative and a location that bridges both the first Jumanji film and this next part of the story—in 360-degree video, giving us an authentic experience from the film that we could share with audiences in never-before-seen ways,” Facebook Creative Shop’s North America head of entertainment, Jen Louis Barrett said in an Oculus blog post.
Jumanji: The VR Adventure, meanwhile, has users play a virtual table-top game with Oculus Rift and Touch devices. Together with characters from the movie, users must reshape elements of a 3D jungle to lift a curse before time runs out. The experience is also being distributed by VRX Networks, whose VR kiosks can be found in shopping centers and movie theaters across the US and UK. Jumanji: The VR Adventure, along with other Sony VR film-based content, will eventually be released for PlayStation VR (PSVR).
“We look to create aspirational moments for audiences,” Jake Zim, SVP of virtual reality at Sony Pictures Entertainment told AListDaily. “When, where and how these immersive experiences take place is dependent on the experience itself, but we believe they can exist in parallel with the movie.”
Amazon Prime members were offered an early screening of Jumanji: Welcome to the Jungle two weeks ahead of its official release, grossing close to $2 million according to estimates. The film’s opening weekend may fetch as high as $60 million.