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AT&T and Cinemark Develop Next-Generation Movie Theatre Experience

New collaboration brings together WarnerMedia content and AT&T 5G technology to create engaging, immersive and innovative movie theatre experience for Cinemark moviegoers

As movie theaters open this summer, AT&T* and Cinemark have teamed up to create an enhanced movie theatre entertainment experience for fans and moviegoers to interact with their favorite Looney Tunes characters. The powerful combination of WarnerMedia content and AT&T 5G1 with Cinemark’s unparalleled entertainment environment will create and amplify immersive content experiences for movie buffs.

The collaboration launched this month -- just in time for the release of Space Jam: A New Legacy on July 16 in select Cinemark theatres. “Pose with the Tune Squad” kiosks2 presented by AT&T 5G will be in 3 Cinemark flagship theaters in Texas -- Legacy and West Plano in Plano, Texas and Memorial City in Houston, Texas.  

Moviegoers will have the opportunity to pose with their favorite Tune Squad characters through a unique AR photo activation. The immersive experience lets fans select their favorite characters to pose with and take a picture. The animated image download can be shared with friends and family afterward.

How it Works

As moviegoers approach the screen, Bugs Bunny & Friends encourage fans to scan the QR code, which will bring them to a secure website to select the characters desired in the picture. After entering an email and phone number to receive a copy of the picture, fans are prompted to strike a pose and the characters will walk in and take a picture. The picture will have a customized Cinemark hashtag and be sent to moviegoers.

“At Cinemark, we know that moviegoers are looking for an innovative, enhanced experience, and our collaboration with AT&T is just another example of how we are transforming our theatres into complete entertainment destinations,” said Wanda Gierhart Fearing, CMO, Cinemark. “This collaboration allows us to create a unique experience for our guests.”

“As streaming continues to be a mainstay in our lives, unique and shared experiences elevate what movie theaters can give fans through fully immersing them in a story,” said Mo Katibeh, who leads AT&T’s Network Infrastructure and Build. “Imagine a future of being immersed in an entertainment experience tailored specifically to you that begins from the moment you walk into a cineplex. This is the beginning of many exciting possibilities and the Cinemark collaboration is an example of how AT&T, through our 5G network, is working to bring solutions from across our company to help companies transform their business.”

Fans can also visit AT&T flagship locations in Dallas, Chicago and San Francisco to check out a variety of Space Jam-themed interactive experiences.

1 Each Pose with the Tune Squad kiosk will use a Nighthawk 5G hotspot to attempt to connect to the local AT&T 5G sub-6 network, but may fall back to LTE.  

2 Pose with the Tune Squad kiosks are built on AT&T XR (Extended Reality Solutions), which help enable enterprise digital transformation with AR/VR and Mixed Reality applications.