The Atra Box was born out of a collaboration between Disney Germany and the Kinopolis multiplex group to develop an innovative, interactive marketing screen for Germany’s flagship cinema – the Mathäser in Munich.

The result is a giant virtual playground where cinemagoers can actively engage with upcoming Disney films, helping to create anticipation and build a bond with characters long before the film hits cinemas.

The interaction is triggered intuitively as soon as users are detected by the camera or touch sensor. In fact, the box was developed specifically to enable multiple users to play simultaneously, even in the high-traffic lobby area across from the concession stands.

The installation has been running successfully since December 2013, and is entirely operated and monitored remotely. Since the launch, we’ve created campaigns for Frozen, Captain America: The Winter Soldier, Muppets Most Wanted, Maleficent, Tinker Bell and the Pirate Fairy, Planes 2, and Guardians of the Galaxy, among others.

To find out more about the Atra Box, click here.