Disney testing Second Screen App with The Little Mermaid Re-Release

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It’s safe to say that movie studios feel under siege these days. Poor box office performances from supposed blockbusters, more families downloading movies and watching them at home, and competition for attention with that omnipresent handheld internet device are challenges that any studio must overcome to survive. The Walt Disney Studios is not giving in easily and has announced a new experience where animation fans can join a new interactive theatrical event for the whole family: “Second Screen Live: The Little Mermaid.”

Beginning September 20, this beloved musical adventure returns to select theaters for a special limited engagement, only this time viewers are encouraged to become a part of the story. This unique engagement marks the debut of Disney Second Screen Live, a new second-screen technology that allows audiences to engage with the film, each other and their fellow audience members.

By simply downloading the free “Second Screen Live: The Little Mermaid App” to an Apple iPad or iPad mini and bringing their Mermaid-loaded devices to participating theaters, fans and families can interact with the film, play games, find hidden treasure, sing along, and compete with the audience for the chance to win great prizes!

This brand new, magical theatrical experience starts on September 20 at the following theaters:

City Center 15: Cinema de Lux; White Plains, NY
Farmingdale Multiplex Cinemas; Farmingdale, NY
Arclight Beach Cities; El Segundo, CA
Arclight Sherman Oaks; Sherman Oaks, CA
Muvico Thousand Oaks 14; Thousand Oaks, CA
AMC Empire 25; New York, NY
AMC Garden State 16; Paramus, NJ
AMC Burbank 16; Burbank, CA
AMC Downtown Disney 12; Anaheim, CA
AMC Bay Street 16; Emeryville, CA
AMC Town Center 20; Leawood, KS
Century Huntington Beach and XD; Huntington Beach, CA
Cinemark West Plano and XD; West Plano, TX
Carmike Wynnsong 16; Knoxville, TN
Carmike 15; Columbus, GA

And a special run is taking place at the El Capitan theater in Los Angeles, CA on Sundays & Thursdays from September 15th through October 13th.

The Little Mermaid: Second Screen Live! theater screenings, locations and ticket purchases and tickets are now available for purchase online or at the box office of participating theaters. To download the FREE “Second Screen Live: The Little Mermaid App,” visit the iTunes Store (iPad or iPad mini with iOS 5.0 or higher is required).

If your theater isn’t on the list, beginning October 1, 2013 fans can also take home their favorite film that gave voice to a whole generation as “The Little Mermaid” splashes its way into homes for the first time ever on Blu-ray 3D™, Blu-ray™, Digital Copy and High Definition Digital formats. Or pre-order it today.

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9 Responses to Disney testing Second Screen App with The Little Mermaid Re-Release

  1. J says:

    No way I would go to a movie knowing everyone will have their iPads out the whole time. It’s bad (and distracting) enough when people use their phones.

  2. Kevin says:

    This is just ridiculous – if this is where the monarchy – sorry: the movies are headed, count me out…

  3. Geoff says:

    Well my wife and I have Android phones, so I guess Disney doesn’t get our money.

    Too bad, I’d like to give it to them. But Disney continues to ignore Android users.

    • Soteh says:

      The reason disney wont release for android is because… The CEo and president of disney sits as aboard member since 2011 on apple as did steve jobs when disney bought pixar!!

  4. Bol says:

    This is a bad idea. Half the kids would be too distracted by their iPads, doing something else on them. I’d just be sitting there frustrated.

  5. That sounds super interesting. I’ll have to check out the home version in October.

  6. Haley S. says:

    So… I understand the limited amount of theatres, but why the heck isnt it showing at the AMC at Downtown Disney in Orlando, FL?!

  7. Stephen DelVecchio says:

    Very bad idea. People are so distracted with their gadgets now that there is no enjoyment with the activities around them. Tying everything in the Parks to a phone or tablet is the first step of disengaging family interaction time and now at the movies too?

    I won’t be going to the movies to see this if my concentration has to compete between the movie and everyones phone.

  8. MrMainStreet says:

    I got to go to one of the Nightmare Before Christmas test screenings last year and it was fun! I brought my daughters and sat between them and we all played as a team and had a great time. It was explained that these are special screenings meant just for this event, so people are not going into that theater unless they bought a special ticket to play the game. I also thought before going that people would be annoyed with all the ipads, but you would go to this unless you planned to bring one for this purpose. We shared, but there were lots of people who had their own but I didn’t mind because for two hours I was playing and singing with my kids. After they asked us what other movies this would be good for (I said Aladdin) and explained that it wont be done for new movies, just old ones as a new way to see them. My girls are so excited to go back for Mermaid.

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