Minecraft Movie Holograms Bring Interactive Experience to US Malls
- tech360.tv
- Apr 9
- 2 min read
A Minecraft Movie has surged at the box office, earning USD 163 million in the US and Canada and USD 151 million internationally during its opening weekend.
To celebrate the film’s success, Warner Bros. Pictures and Hologram Media Network (HMN) have launched interactive ‘holographic’ experiences in 34 malls across the United States, including 30 Simon and four Macerich malls.
The installations feature person-sized Proto Hologram frames that transform visitors into 3D avatars of characters from the movie. These digital avatars, created by Los Angeles-based studio Pretty Big Monster, mimic the movements of users through integrated 3D body-tracking cameras.
Though referred to as holograms, the displays are actually high-resolution digital projections that reflect light onto the physical frame, creating a shadow effect that enhances realism.
The immersive experience has proven popular, with over 750 people participating in a single day at Roosevelt Field Mall in New York. The activation drew more than 30,000 on-site viewers, according to HMN CEO Andrew Felts.
The technology, which blends physical and digital interaction, has previously been used in healthcare, education, and sports. Proto Hologram units are currently installed in over 50 universities and numerous sports arenas.
This marks Warner Bros. Pictures’ first use of the technology for a film promotion. HMN has previously supported Paramount Pictures’ Sonic the Hedgehog 3 and Sony Pictures’ Paddington in Peru with similar experiences.
Snapchat has also partnered with Warner Bros. and HMN to launch four augmented reality (AR) Lenses under the campaign Blockify Your World. These lenses, including a 3D body-tracking lens, debuted during a one-day event at Roosevelt Field Mall.
Snap Inc.’s Head of Entertainment Creative Strategy, Adam Katzenback, said the collaboration allows fans to step into the Minecraft universe in a creative and playful way.
HMN plans to install 100 more Proto Hologram units across the US by the end of 2025 and is preparing to expand into Japan.
A Minecraft Movie earned USD 314 million globally in its opening weekend
Interactive hologram experiences launched in 34 US malls
Proto Hologram tech turns users into 3D avatars from the film
Source: FORBES