Disney taps AR content for 'Star Wars Force Friday' toy rollout

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Star Wars Force Friday II occurs from September 1 through 3, and Star Wars: The Last Jedi will be released in theaters December 15, 2017.

What is it exactly?

To play, users just need to download the Star Wars app to their smart phone then, faster than light speed, they can head to over 20,000 participating retail locations in 30 countries, where they'll find Star Wars graphics containing the Find the Force logo.

"Star Wars", one of Disney's most important franchises, was the US toy industry's top-selling property for 2015 and 2016, with $1.5 billion in sales over the two years, according to research firm NPD.

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"Force Friday II is a major milestone in the countdown to "Star Wars: The Last Jedi, '" Lucasfilm president Kathleen Kennedy says in a release". Use the "Star Wars" app to scan the graphic and you'll unlock an AR character who appears in your room. 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.

Lucasfilm announced today that Force Friday II would have the added bonus of launching their new Augmented Reality (AR) experience: Find the Force.

The original "Star Wars", of course, birthed the entire modern era of movie tie-in merchandise four decades ago, so it's only apt that this franchise is aiming to push the AR promotional game to a new level.

Displays in more than 20,000 retail locations across 30 countries (including Wal-Mart, Target, Best Buy and Apple stores) will start featuring AR content that can be tapped with smartphones beginning early in the morning of September 1. The app encourages social-media sharing of your character experiences, with the big carrot urging that you share being a sweepstakes contest that closes September 3. Come back each day to reveal new characters (15 in total across the program's three-day run). Fans will be able to take pictures and videos to share their experience on social media and use the hashtags #FindtheForce and #Sweepstakes to enter for a chance to win a trip to the Last Jedi premiere.

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