Lightricks and Warner Bros. team up to transport fans into Wonka’s world

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Anticipation is growing for the upcoming musical fantasy film Wonka, set to hit theatres this month. With Timothée Chalamet bringing his charm to the legendary chocolatier Willy Wonka, Warner Bros. is hoping they have another (musical) hit on their hands.

In efforts to build excitement before opening day, the renowned movie studio has collaborated with Lightricks, developers of the popular apps Facetune, Photoleap and Videoleap, on an immersive fan activation campaign.

The goal is to give eager moviegoers a sneak peek into Wonka’s whimsical chocolate factory before the first reel rolls, by crafting engaging digital experiences that capture the essence of the beloved story.

“We are continuously looking for new ways for audiences to interact and engage with our movies, and Lightricks has built powerful tools that create captivating and personalised experiences,” said Cameron Curtis, EVP of Worldwide Digital Marketing for the studio in a statement released to the press. “We are excited to partner with Lightricks in providing these unique customised opportunities of engagement for the fans.”

Bringing the magic of Wonka to life

Through this collaboration with Warner Bros., Lightricks is encouraging creative fans to use the company’s suite of apps to recreate the magical wonder of Wonka’s chocolate factory.

For example, the Videolap app provides advanced editing tools and generative filter capabilities that allow users to transform everyday videos into scenes reminiscent of Roald Dahl’s classic book.

Fans can utilise Videoleap to convert footage into a vibrant Wonka factory floor or the legendary Chocolate Room brimming with confectionery creations. The app makes it easy to add Hollywood-style effects and edits to videos with just a few taps.

Features like filters, transitions, text overlays, speed adjustments, and background replacement give users many options for bringing their Wonka visions to life.

Share your Wonka vision

Warner Bros. is encouraging fans to share their Wonka-inspired creations across social media. The studio understands that user-generated content that captures the essence of Wonka’s imaginative world can authentically excite interest in the new adaptation.

Passionate fan creations tap into the existing love for the original book in a way traditional  promotional media alone often struggle to achieve.

Lightricks has experience with similar movie marketing activations, having previously collaborated with Paramount on a campaign around Dungeons and Dragons: Honor Among Thieves.

The rise of interactive fan campaigns

The Wonka x Videolap campaign points to an intriguing shift in how studios engage with fans in our increasingly digital world. Gone are the days when promotional plans involved little more than TV spots and outdoor media. Now studios are embracing creative tech that empowers fans to actively participate in the storytelling process.

By inviting audiences to flex their imagination and whip up their own Wonka-fueled videos and selfies, the studio is recognizing the value of user passion. Fans feel invested when they can put their own spin on beloved worlds and characters. Their organic, homemade content taps into creative spirits in a way carefully orchestrated ads just can’t compete with.

At the same time, these digital activations give studios valuable intel. The metrics on engagement provide insight into what makes fans tick. Studios can then use those clues to shape immersive experiences that will resonate even further with target audiences. So while passive consumption still has its place, the interactive approach represents an intriguing transformation. Collaboration is in. Stoking community spirit is quickly becoming priority number one.

Scrumdiddlyumptious mixed reality

This collaboration between Warner Bros. and Lightricks is likely only to strengthen bonds between storytellers and fans by fostering communities united by a common passion. While still an emerging strategy, interactive campaigns signal a broader shift on the horizon – one where audiences are empowered to shape their own creative adventures within the fictional worlds they love.