You will be redirected back to your article in seconds

Warner Bros.’ ‘King Arthur’ Movie Gets First Snapchat-Sponsored Puzzle-Game Lens (EXCLUSIVE)

Movie marketers continue to tap Snapchat’s new features — and its youthful audience — to hype upcoming releases.

In the latest Hollywood promo to alight on Snapchat, Warner Bros. will run a sponsored puzzle-game selfie Lens on Sunday, Jan. 22, for “King Arthur: Legend of the Sword” movie, marking the first advertiser to buy the interactive feature.

The game works just like tile-based pocket puzzles, where you have to rearrange the scrambled tiles to complete the picture. Snapchat debuted the concept in a non-sponsored Lens in early December, and Warner Bros. is the first to buy it as an ad.

The “King Arthur” Lens dons a crown and robe on Snapchatters, who are challenged to solve the puzzle as quickly as possible — with their time recorded on the finished selfie video. According to Snap, after it launched the puzzle Lens last month, some users were able to finish the game in as little as 2 seconds.

King Arthur: Legend of the Sword” premieres May 12, after WB reshuffled release dates for several 2017 movies last month. The movie, directed by Guy Ritchie, stars Charlie Hunnam as the storied British monarch of yore.

Snapchat’s Lenses lets users apply real-time visual effects and sounds to selfies, which they can send to friends or add to 24-hour Stories. On average, Snapchat users interact with a sponsored lens for about 15 seconds, according to Snap.

Other films marketed on Snapchat include Sony Pictures’ 360-degree video ad for thriller “Don’t Breathe,” 20th Century Fox’s “X-Men: Apocalypse” and Warner Bros.’ “Batman v Superman.”

Popular on Variety

More Digital

  • Verizon Stream TV

    Stream TV Review: Verizon’s New Streaming Device Is One Odd Duck

    Verizon has an answer to Roku, but it’s not talking much about it: The mobile carrier quietly released a new streaming device this week that promises to bring services like HBO, Hulu and YouTube to your TV. Dubbed Stream TV, the device is a solid streamer based on Google’s Android TV platform, albeit with a [...]

  • Hulu With Live TV Full Channel

    Hulu Hiking Price of Live TV Service 22%, to $55 per Month

    Hulu is implementing its second price increase in less than a year for its Hulu With Live TV product — with the base package of 60-plus live channels increasing 22%, to $54.99 per month. The price hike on the monthly base price of Hulu With Live TV will go into effect Dec. 18 for all [...]

  • Hulu With Live TV

    Hulu Live TV Tops Sling TV as No. 1 Streaming Pay-TV Service, Analysts Estimate

    Hulu With Live TV has edged out Dish Network’s Sling TV to take the crown as the biggest virtual pay-television service in the U.S., according to new analyst estimates. They were among the only winners amid the cord-cutting carnage that slashed through the sector in the third quarter. As of the end of the third [...]

  • Mubi India

    Mubi Launches Two VoD Channels in India

    Film specialist streaming platform Mubi launched on Friday in India with two channels, Mubi India and Mubi World. The channels are available together for an introductory offer of INR 199 ($2.75) for three months. Thereafter the channels will cost INR 499 ($7) a month or INR 4788 ($66.75) annually. For Mubi India, a channel dedicated [...]

  • U.K. Producer Barcroft Studios Sold to

    U.K.-Based Producer Barcroft Studios Sold to Future in $30 Million Deal

    Barcroft Studios has been bought by Future in a £23.5 million ($30.1 million) deal. The U.K.-based production outfit specializes in factual fare for channels and platforms, and its own branded channels on the likes of YouTube. Future is a U.K.-listed print and online publishing and events business. Sam Barcroft will stay on as CEO at [...]

More From Our Brands

Access exclusive content