Roblox has partnered with Warner Bros. Motion Picture Group on a new experience to promote the release of Beetlejuice Beetlejuice, the long-awaited sequel to the 80s cult classic film. [Beetlejuice] Escape the Afterlife will feature key scenes and characters from the upcoming film as well as a virtual Fandango box office where eligible users can purchase movie tickets — the latest step in Roblox’s much larger commerce ambitions.
When gamers enter Escape the Afterlife, they are transported to the afterlife “lobby,” where they will see characters from the original Beetlejuice film. From the lobby, players can venture into three different immersive worlds where they will need to fight unique ghouls and creepers, and even save beloved characters like Delia and Lydia Deetz. Players aged 13 and older can turn this game play into tangible action by venturing to the virtual Fandango box office within the game to purchase tickets for the movie. Users who buy a ticket through the virtual box office will receive a Beetlejuice Beetlejuice-exclusive avatar item available that they can use on Roblox. Leading up to the premiere, [Beetlejuice] Escape the Afterlife will connect with four of the top Roblox community-created experiences — Barry’s Prison Run, Carry a Friend!, Escape a Running Head, and The Floor is Lava — so users can easily venture into the Afterlife after finishing one of these experiences.
“We are always looking to engage audiences and amplify our reach in new and exciting ways; this first-of-its-kind collaboration with Roblox and Fandango for Beetlejuice Beetlejuice allows for just that,” said Cameron Curtis, EVP of Marketing for Warner Bros. in a statement. “By leveraging the vast Roblox creator community, we are not only able to connect with existing Beetlejuice fans, but also have the opportunity to reach new audiences who are being introduced to him for the first time. And we are thrilled to be the first studio to test ticketing on the platform.”
Bringing Commerce into Gaming Worlds
Although this is the first time Roblox has tested this form of purchase within its platform, this is not its first foray into retail sales. In July 2024, E.l.f. Beauty launched a virtual kiosk within its E.l.f. UP! Experience that allowed players to purchase Roblox-exclusive limited-edition physical products. Walmart also forged a partnership with Roblox to allow any shopper over the age of 13 to purchase physical goods via its Walmart Discovered experience.
“We are thrilled to bring the cultural phenomenon of Beetlejuice to Roblox through this collaboration, including our creator community involvement helping drive the excitement around the film,” said Stephanie Latham, VP of Global Partnerships at Roblox in a statement. “As we continue to test commerce, offering an opportunity to purchase tickets within the movie-inspired immersive environment is a way to explore a new consumer category and further engage users who are looking to purchase different things. This is just the beginning as our vision is to enable brands and creators to turn their brand affinity and consumer engagement on Roblox into a seamless shopping experience for their new and existing audiences.”
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