Augmented Reality Hits Theaters For Halloween Experience

Augmented reality is coming to movie screens in the form of the Noovie ARcade Halloween Experience launching today and running through Halloween night on Oct. 31.

The AR horror experience is launching in National CineMedia's Noovie pre-show on 21,000 movie screens in 1,700 theaters across the country, including AMC, Cinemark and Regal Entertainment Group.

About 20 minutes before the movie “Venom” or “Halloween,” moviegoers with the Noovie Arcade app can activate the AR experience by pointing their phone camera at the screen.

The AR experiences include having a galactic worm hole opening with aliens pouring out or emojis wreaking virtual havoc in the theater lobby.

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