This week, Disney introduced a new “Second Screen Live” iPad app that coincides with the re-release of “The Little Mermaid” on September 20th.
Moviegoers can use the iPad app to “interact with the film, play games, sing along, find new surprises, and compete with the audience.”
Disney writes: “Bring your iPad to the movie theater and experience special event screenings of “The Little Mermaid” on the big screen like never before! It’s “Disney Second Screen Live: The Little Mermaid,” where you become part of the story.”
The test will premiere at the El Capitan Theatre in LA on the 15th and expand to select theaters on the 20th.
This is a terrible idea. Terrible. Just… terrible.
While I understand the only people that would be interested in using this technology would be young children and parents watching a re-released film, I really hope the test fails. The video released by Disney shows children holding their iPad in the air while the movie is playing. I can’t imagine this becoming the norm. Someone texting on their phone in the theater can ruin the experience of going to the movies. Can you imagine several people on iPads? Ahhh!
With this second screen app, Disney is certainly hoping to create an “experience” with re-released films. With 3D popularity waning, Kudos to Disney for trying new things. However, I don’t think this is the way to convince people to pay $10 to see a re-release. The second screen experience should be saved for home, just like the 3D experience should be saved for theaters. I will say I’m hopeful for this technology and other possible uses of second screen apps and experiences – but not in the theater.
I can’t wait to hear what Alamo Drafthouse thinks about this test.