‘Ghostbusters’ Reboot Slimes Snapchat With Dual-Camera Sponsored Lens

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.

Other films that have paid for Snapchat Lenses include 20th Century Fox’s “X-Men: Apocalypse,” Warner Bros.’ “Batman v Superman” and Fox’s “Peanuts Movie.”

“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.

Popular on Variety

More Digital

  • T.J. Dillashaw, right, kicks Cody Garbrandt

    Disney Plans UFC Broadcast for FX

    UFC matches will return to FX  – but not on a permanent basis. ESPN has been showing preliminary bouts to UFC pay-per-view events for the last while on ESPN and ESPN2, and then showing the main card on its ESPN+ subscription video service. In September, the early lineup will air on FX, which the UFC [...]

  • fundo logo

    Google‘s Area 120 Is Testing Fundo, a Crowdfunding Service for Creators (EXCLUSIVE)

    Google’s skunkworks lab Area 120 has been quietly testing an events-centric crowdfunding service for YouTubers, Variety has learned. Called Fundo, the service allows creators to invite their fans to virtual meet & greet sessions and other paid online events. A Google spokesperson confirmed the testing in a statement provided to Variety: “One of the many [...]

  • Telling Lies - Logan Marshall-Green

    Sam Barlow's 'Telling Lies' Government-Surveillance Thriller Game Sets Release Date

    After more than two years in the works, “Telling Lies” — the investigative thriller from acclaimed game creator Sam Barlow — is ready to take the stage. The game, produced with and released by Annapurna Interactive, will be available next Friday, Aug. 23, via Steam and Apple’s Mac and iOS app stores. “Telling Lies” will [...]

  • YouTube logo

    YouTube Will Stop Letting Copyright Holders Seize Revenue via Manual Claims on Very Short Music Clips

    YouTube is pushing back against overzealous copyright policing by music companies. Starting in mid-September, the video giant will forbid copyright holders from making manual claims to commandeer revenue generated by YouTube videos that include very short music clips (e.g., five seconds of a song) or “unintentional” music (like music from passing cars). “One concerning trend [...]

  • Chelsea Handler memoir book buy online

    Chelsea Handler Bonds With Alexa in iHeartRadio Smart Speaker Promo

    iHeartRadio has teamed up with Amazon to promote Chelsea Handler’s podcast “Life Will Be The Death Of Me.” Beginning this Thursday, users of Amazon’s Echo smart speaker and other devices with Alexa built-in can opt to get their mornings started with Handler cracking jokes and exchanging banter with the smart assistant. Users simply have to [...]

  • David Messinger, Activision Blizzard

    Activision Blizzard Hires CAA Veteran David Messinger as CMO

    Activision Blizzard tapped David Messinger, a former 15-plus-year veteran of CAA, as its first corporate-wide chief marketing officer. Messinger, based in Santa Monica, reports to Coddy Johnson, Activision Blizzard’s president and COO. It’s the first time the video-game company has appointed a CMO who will oversee the global marketing operations across all of Activision Blizzard [...]

More From Our Brands

Access exclusive content