Virtual box office opens on Roblox for real-world ticket sales

Roblox, the popular video-game platform, is taking its virtual world one step further by introducing a real-world ticket sales feature. Users can now skip the lines and buy tickets to the upcoming movie “Beetlejuice, Beetlejuice” right inside the platform, thanks to a new partnership with Warner Bros. and Fandango.

“Explore a new consumer category”

This innovative move marks a significant step forward for Roblox, which has been exploring real-life commerce options since teasing the possibility at its Investor Day last year. Previous collaborations with Walmart and E.l.f. Beauty focused on selling physical products within the platform, but this partnership represents a new step forward.

“As we continue to test commerce, offering an opportunity to purchase tickets within the movie-inspired immersive environment is a way to explore a new consumer category and further engage users who are looking to purchase different things. This is just the beginning as our vision is to enable brands and creators to turn their brand affinity and consumer engagement on Roblox into a seamless shopping experience for their new and existing audiences,” said Stephanie Latham, VP of Global Partnerships, Roblox.

“Leveraging the vast Roblox creator community”

Developed by Sawhorse, the experience, called Escape the Afterlife, brings the movie to life, enabling fans to experience its scenes and characters, and providing Warner Bros. the opportunity to expand its reach with new audiences and ways to increase content viewership, as well as drive ticket sales.

“We are always looking to engage audiences and amplify our reach in new and exciting ways; this first-of-its-kind collaboration with Roblox and Fandango for Beetlejuice Beetlejuice allows for just that,” said Cameron Curtis, Executive VP of Marketing, Warner Bros. “By leveraging the vast Roblox creator community, we are not only able to connect with existing Beetlejuice fans, but also have the opportunity to reach new audiences who are being introduced to him for the first time. And we are thrilled to be the first studio to test ticketing on the platform.”

“One-of-a-kind experience”

The virtual box office is currently accessible to US Roblox users aged 13 and older. With standard Fandango pricing in place, the experience is set to run until September 16th. To sweeten the deal, ticket purchasers will receive exclusive in-game items with special effects.

“At Fandango, we are champions of the big screen and remain committed to reaching new fans through innovative, one-of-a-kind experiences that drive increased theater attendance,” said Will McIntosh, Fandango President.

“It’s conversions and driving sales”

Industry experts believe that the integration of movie tickets into Roblox is a strategic move that could open the doors for a wide range of brands.

“For any brand selling something, ultimately, you want to move down the funnel – it’s not all brand awareness, it’s actually conversions and driving sales,” said Nic Hill, Head of Interactive at Sawhorse Interactive, the company behind the “Beetlejuice, Beetlejuice” experience.