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Warner, Samsung Partner for 'Suicide Squad' VR Promotion

15 Jul, 2016 By: Erik Gruenwedel

"Suicide Squad" movie poster

Warner Bros. is collaborating with Samsung for virtual reality content related to the upcoming Aug. 5 theatrical release of comic book-themed Suicide Squad. The VR material, which debuts July 21 at San Diego Comic-Con, enables viewers — using Samsung’s $99 VR headset manufactured by Oculus — to experience what it’s like to be a member of the 'Squad' in a scene from the film.

At Comic-Con, Samsung will transform its booth into a real-life Suicide Squad experience. The Belle Reve penitentiary, the high security prison in the movie in which the “Squad” members are held, will be re-created, and fans will have the chance to take part in immersive film-themed experiences, such as getting a custom tattoo in Harley Quinn’s tattoo parlor.

“Join the Squad”, is an interactive feature in which visitors can create their own character and generate a short video of themselves to share on their social channels. Fans can create their own personalized skulls using the icon generator to live print them on their own exclusive T-shirt.

“Connecting with fans through immersive VR and 360 storytelling and breakthrough experiences gives Samsung yet another opportunity to explore how our technology can enhance popular culture,” Marc Mathieu, chief marketing officer at Samsung, said in a statement.

A longtime component of video games, virtual reality is being embraced by home entertainment studios as a means of reinvigorating bonus material associated with a movie’s retail release.

Sony Pictures Home Entertainment this year bowed VR apps for Goosebumps and The Walk, which enabled goggled viewers to navigate scenes in the movies — including Philippe Petit's legendary 1974 high-wire walk between the twin towers of New York's World Trade Center.

Twentieth Century Fox Home Entertainment last year partnered with Samsung for The Martian VR Experience, enabling viewers to fly onto the surface of Mars and experience key scenes from Oscar-nominated The Martian, starring Matt Damon.

For the Aug. 1 domestic premiere of Suicide Squad in New York, Samsung will create interactive experiences to give attendees a chance to immerse themselves into the film using Samsung technology.

Media reports suggest the movie, starring Oscar nominee Will Smith and Oscar winner Jared Leto, in addition to Margot Robbie, Cara Delevingne and Jai Courtney, among others, is tracking to generate $125 million its opening weekend. 

Samsung is giving consumers of a new Galaxy tablet through Aug. 20 two free “Squad” theatrical tickets. Select Galaxy owners will also get exclusive red carpet access and a chance to see the film in New York.

Finally, Samsung 837, the CE manufacturer’s experiential flagship in Manhattan’s meatpacking district, will feature special Suicide Squad VR content in the VR Tunnel throughout the week of Aug. 1.

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