Roblox launches In the Heights experience with Warner Bros. Pictures


Elevate your enterprise data technology and strategy at Transform 2021.


Roblox and Warner Bros. Pictures are bringing a big party to Roblox to celebrate In the Heights, the new musical film from Hamilton creator Lin-Manuel Miranda.

San Mateo, California-based Roblox has created an immersive experience that simulated the Washington Heights neighborhood from the film so that players can attend a big virtual launch party for the film. Players can party inside the space and then on June 10 and June 11, they can participate in special launch party activities. Its the pandemics equivalent of a Hollywood premiere.

Roblox went public in March at a $41.9 billion valuation on the promise of building a the metaverse, the universe of virtual worlds that are all interconnected, like in novels such asSnow CrashandReady Player One. And as you can see from the images, Roblox is simulating the world of In the Heights in an area that can fit 30 to 50 players in a party setting. Those parties will be replicated across Robloxs servers so that millions of people can participate.

This is the first time where people are going to be coming together and theyre actually going to feel like theyre part of the movie, said Christina Wootton, vice president of brand partnerships at Roblox, in an interview with GamesBeat. Rather than just a passive experience, youre going to be immersed in the experience.

Simulating the neighborhood

Above: In the Heights has been reproduced in Roblox.

Image Credit: Roblox

I got a sneak peak at the space. The neighborhood consists of a few square blocks of a city and it has photorealistic images of buildings signs and places that are in the movie, such as the Usnavi corner bodega. I liked how the virtual space combines realistic imagery with the blocky, Lego-like style of Roblox.

Youll just notice the fidelity improvements in the look and the feel of the space, said Robloxs Morgan Tucker, senior director of product for social at Roblox, in an interview.

The first-of-its-kind Launch Party on Roblox brings the music, dance, and Latin American culture of the film to live, said Wootton. On June 10, starting at 10 a.m. Pacific time, the space will transform into a Lights Out Viewing Party and the cast (as well as Miranda and director John Chu) will host a Q&A and share an exclusive clip ahead of the films premiere.

On June 11 at 6 p.m. Pacific time, visitors will have the opportunity to participate in what is expected to be the largest virtual flash mob ever, Wootton said.

Usnavi is a character from the film who saves every penny from his daily grind as he and his tight-knit community hope, imagine, and sing about a better life. Visitors to the virtual neighborhood can hang out outside Usnavis corner store, contribute to murals, and watch behind-the-scenes videos and interviews, including a dance tutorial from the movies choreographer. In addition, visitors can collect in-experience virtual items directly inspired by the film through fun, interactive minigames, and scavenger hunt. Folks can collect three exclusive metaverse emotes as well.

Roblox is pushing toward simulation, which is our goal in the long run. But the we pair that with creative control and expression, Tucker said. We want the engine to be capable of photorealism, which I think you see some of this here. But if you think stylistically, itd be cooler to do something that looks like a Pixar movie. Theres nothing that prohibits you from doing that.

Moving to the metaverse

Above: You can watch a screen of special In the Heights videos in Roblox.

Image Credit: Roblox

Roblox built the space with its internal development team, dubbed its social reference team, whose purpose is to show other Roblox developers whats possible with the platforms tools. They created new emotes so that players can dance with each other using the same moves as the dancers in the movie.

Roblox has partnered with Warner Bros. multiple times with both music and film events. And its a good example of how Roblox gives entertainment brands huge exposure to fans, as Roblox has more than 42 million daily active users. On average, Roblox users spend 2.6 hours a day in the virtual world.

Weve partnered with Warner Brothers for many years and they are a key partner of ours, Wootton said. As we were thinking about doing these launch parties, In the Heights came up in conversation. And we really loved the idea of brand, since Roblox is all about connecting people through shared experiences, and bringing people together from around the world, and having that sense of community and belonging and diversity. And we love the idea behind the message of this movie, about a community that dreams and brings people together and celebrates.

This brings folks one step closer to the metaverse.

Were connecting people all over the world. And we see this having billions of people one day on our platform connecting and having shared experiences and working together playing together, Wootton said. I think this just really opens peoples eyes to the capabilities of whats possible on Roblox.

GamesBeat

GamesBeat’s creed when covering the game industry is “where passion meets business.” What does this mean? We want to tell you how the news matters to you — not just as a decision-maker at a game studio, but also as a fan of games. Whether you read our articles, listen to our podcasts, or watch our videos, GamesBeat will help you learn about the industry and enjoy engaging with it.

How will you do that? Membership includes access to:

  • Newsletters, such as DeanBeat
  • The wonderful, educational, and fun speakers at our events
  • Networking opportunities
  • Special members-only interviews, chats, and “open office” events with GamesBeat staff
  • Chatting with community members, GamesBeat staff, and other guests in our Discord
  • And maybe even a fun prize or two
  • Introductions to like-minded parties

Become a member



Source link

Leave a Reply

Your email address will not be published. Required fields are marked *