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‘Rogue One: A Star Wars Story’ Hitches Ride With Uber

Disney has hailed Uber for its latest “Rogue One: A Star Wars Story” promo.

Under the partnership, Uber users will be able to unlock special “Rogue One” features and access exclusive video content including behind-the-scenes footage in the app. The promotion will run Dec. 12-18 in hundreds of cities worldwide served by Uber, timed for the film’s Dec. 16 release in the U.S.

To access the content in the updated Uber app, users must tap “activate” on the “Rogue One: A Star Wars Story” card. That will replace the Uber vehicle images showing their current location with iconic Star Wars starships.

“This collaboration delivers — at your fingertips — a first-of-its-kind warm-up to the journey and vehicles you’ll see in ‘Rogue One,'” said Asad Ayaz, EVP of marketing at the Walt Disney Studios.

“Rogue One,” the first of Lucasfilms’ standalone Star Wars movies, is expected to open to more than $130 million at the box office. The movie, which takes place prior to the original “Star Wars,” tracks the Rebel Alliance, which recruits Jyn Erso (Felicity Jones) to work with a crew that includes Cassian Andor (Diego Luna) to steal the plans to the Death Star, the Empire’s weapon of planetary destruction.

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