A week-long, nationwide Easter egg hunt has been started by Regal, which added an augmented reality feature to its mobile app.
Movie fans can use the Regal app to scan in-theater posters to unlock exclusive rewards, redeemable through the end of the month at participating Regal theaters.
Virtual Easter eggs are hidden inside different movie posters and pointing a phone camera with the AR app at the poster reveals the hidden egg and its associated prize, which could be free popcorn or Regal Crown Club credits.
"The race is on for our moviegoers with this one-of-a-kind promotion, which features incredible prizes hidden in posters of the year's most anticipated movies," states Chris Sylvia, vice president of media at Regal. "With the rise of augmented reality, we strive to stay on the forefront of cutting-edge technology to give our guests unbeatable entertainment experiences, as well as reward Regal's loyal moviegoers."