×
You will be redirected back to your article in seconds

‘Light as a Feather’ to Get Magic Leap Mixed-Reality Treatment at VidCon Fan Expo

In a stunt promoting Hulu’s July 26 launch of “Light as a Feather” season 2, Viacom’s Awesomeness will let fans virtually enter the world of the paranormal teen thriller — and interact with avatars of the show’s cast — with a unique activation on Magic Leap.

Debuting at VidCon US 2019 next week (July 10-13) is a “Light as a Feather” mixed-reality experience that uses Magic Leap’s spatial-computing headset. It was created by Awesomeness together with Magic Leap and the ViacomXR lab, which focuses on developing AR and VR content across the media conglomerate’s divisions. According to the companies, the “Light as a Feather” activation for Magic Leap — in which users search for clues to try to unravel the show’s underlying mystery — is the first volumetric, extended-reality narrative experience based on a TV show or film produced for the platform.

Of course, outside of VidCon (which is owned by Viacom), access to the “Light as a Feather” XR experience on Magic Leap will be limited: It requires the $2,300 Magic Leap One headset, which is designed for developers. Magic Leap, which has raised a staggering $2.6 billion to date, has yet to introduce an affordable consumer version of its mixed-reality system.

In the Hulu show, a seemingly innocuous game of “light as a feather, stiff as a board” spirals into horror when the girls who played it start dying off in exactly the ways that were predicted. The “Light as a Feather” mixed-reality activation will put fans at the center of the story to join the cast of the Hulu series — including Haley Ramm, Liana Liberato, Brianne Tju, Brent Rivera and Alex Wassabi — as they work together to put an end to the curse.

The Magic Leap experience for the show is more like a game: Fans will experience digital objects, interacting with the world around them using the Magic Leap headset. The game begins as McKenna invites the user to help break the curse of “Light as a Feather”; she guides participants to find objects in a virtual recreation of Violet’s bedroom that will trigger scares and unlock secrets. As the game continues, more characters appear to help provide clues.

In another mixed-reality experience for “Light as a Feather” at VidCon, attendees will be invited to lie down in the center of a physical booth and then will be virtually levitated by the chanting avatars of Violet (Ramm), McKenna (Liberato), Alex (Tju) and Isaac (Rivera). At the end of the experience, fans will receive a video of themselves acting out a scene with the cast that they will be able to share on social media.

Season 2 of “Light as a Feather” premieres on Hulu on July 26. The companies plan a second mixed-reality activation for the series slated for October, timed to the launch of the final eight episodes of season 2. The show is produced by Awesomeness, Wattpad and Grammnet Productions.

“This partnership with the ViacomXR team and Magic Leap allows us to be at the cutting edge of where technology meets storytelling,” said Nikki Scoggins, VP of marketing for Awesomeness.

The “Light as a Feather” XR project showcases how spatial computing enables new forms of storytelling, according to Daniel Diez, Magic Leap’s chief marketing and communications officer: “This foray into spatial adaptation of a popular entertainment property, offering fans an entirely new way to engage with the characters and stories they love, is a rich and compelling example of just that.”

Popular on Variety

More Digital

  • Google Stadia

    Google Stadia Reviews: Game-Streaming Service Not Ready for Primetime

    The first takes on Google Stadia, the internet giant’s new game-streaming service that debuts Nov. 19, are out. And the consensus is that Stadia is needed more time in the oven before it was served up to the gaming crowd. Google’s big promise with Stadia is that players can access top-tier game titles without a [...]

  • 60 Minutes" reporter Lara Logan takes

    Lara Logan Will Host Fox Nation Documentary Series

    Lara Logan made a name for herself by reporting from global trouble spots for CBS News. Soon, she will be holding forth on a four-part docuseries for Fox Nation, the Fox News streaming-video service. Logan will present “No Agenda,” which will debut in January on Fox Nation, and is produced by Warm Springs Productions. She [...]

  • warnermedia lab hires

    WarnerMedia Hires Jeremy Toeman, Matthew Davis as Innovation Lab Execs (EXCLUSIVE)

    WarnerMedia is building out the leadership of its Innovation Lab: The AT&T-owned media company has hired Jeremy Toeman as vice president, technology and product, and Matthew Davis as vice president, creative. Both will be based in New York and report to WarnerMedia executive vice president Jesse Redniss, who is also the general manager of the [...]

  • ABC News Live LG

    Xumo Adds ABC News Live Just In Time for the 2020 Election

    Ad-supported streaming video service Xumo is doubling down on news: Xumo is adding ABC News Live to both its owned-and-operated apps as well as to white-labeled services like LG’s Channels video app in the U.S. and Canada. With Aermicans glued to their TVs for the impeachment hearings, and the 2020 election fast approaching, the launch [...]

  • Displayland

    AR Startup Ubiquity6 Launches Displayland, an Instagram for Photogrammetry

    San Francisco-based augmented reality (AR) startup Ubiquity6 publicly launched its Displayland mobile app for iOS and Android Monday, giving everyone the ability to capture objects and places in 3D and share those 3D assets with the app’s other users. The public release follows several months of private beta-testing, and comes ahead of plans to turn [...]

More From Our Brands

Access exclusive content