What is it exactly?
Ahead of the release of Star Wars: The Last Jedi, Star Wars fans can go to select stores and scan specially marked store displays with the Star Wars smartphone app to find and collect Star Wars characters.
Luckily for George Lucas, Fox didn't give a hoot about toy licensing for the original Star Wars, but Disney sure as hell does. When you share to certain social media platforms using specified hashtags you are entered to win with the grand prize being tickets to attend the premiere of Star Wars: The Last Jedi in Los Angeles, and a private tour of Lucasfilm in San Francisco. Five characters will be released per day in most stores, with 15 total arriving during the three-day event.
In order to help promote Star Wars: The Force Awakens (not that it needed it), Disney and Lucasfilm held "Force Friday", which kicked off a big promotional push to get people excited for the film. By downloading the "Star Wars" application on their mobile devices, giddy followers of the galactic saga will become "Find the Force" participants and will have opportunities to video and photograph the creations, a few of whom might also speak. We're already seeing Last Jedi books, posters and more.
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Download the Star Wars app (for iPhone® and Android™) and launch the "Find The Force" feature.
Disney will certainly not need to rely on Jedi mind tricks to peddle the products, as the "Star Wars" franchise brought in $1.5 billion in sales over 2015 and 2016. You're not going to be hunting down Star Wars characters in random locations, but rather engaging in glorified QR code scanning.
Each graphic reveals a different AR character experience every day from September 1-3.