“Ghostbusters” is the latest major movie release hawking itself using Snapchat’s sponsored-selfie features, as Hollywood marketers look to reach the social service’s young audiences to drive butts into theaters.
And movie marketers are now looking for new gimmicks to hook fans on the 100 million-user platform: Sony Pictures Entertainment is touting its sponsorship of the selfie filters as the first time Snapchat users can use both the front- and rear-facing cameras of their phones.
Using the front camera on your smartphone, you can “bust” ghosts. By switching to the rear camera, users can “slime” unsuspecting friends or themselves.
With the “Ghostbusters” Lenses, music from the movie will play in the background as Snapchatters can choose between wearing a proton pack and becoming a Ghostbuster or getting doused with green slime by the spectral star of the franchise, Slimer. Users can then share the selfie photos or videos with friends or post them to their public Stories.
“Ghostbusters” will hit theaters on July 15, coming 32 years after Ivan Reitman’s original movie. Directed by Paul Feig, the female-led reboot stars Melissa McCarthy, Kristen Wiig, Kate McKinnon, Leslie Jones and Chris Hemsworth. The film is produced by Ivan Reitman and Amy Pascal, and written by Katie Dippold and Feig.
Among other tie-ins and promotions for the movie, Sony Pictures teamed with virtual-reality attraction developer The Void to create “Ghostbusters: Dimension,” a VR experience at Madame Tussauds New York, with tickets starting at $49.75.