This Tuesday, the Walt Disney Company updated its Disneyland smartphone application with new consumer-facing features such as experience streaming at its Florida location.
In it, the company also added a variety of augmented reality (AR) filters, including an immersive version of a photo pass. If visitors purchase the Disney Genie+ service, they can also create their own AR-ready stories for social media platforms.
Explore new augmented reality with Disney PhotoPass Lenses available today at #Disneyland! Guests can unlock these lenses with purchase of Disney Genie+ service upon entering the parks. Park admission and reservation required for park entry. https://t.co/QPIVRfbC7j pic.twitter.com/dWh91DO1fS
— Disneyland Resort (@Disneyland) October 4, 2022
Disney partnered with AR leaders Snap to design the immersive updates, which include practical tools besides adding new themed AR filters and experiences.
The application now features a new merchandise mobile checkout tool that lets visitors bypass queues. The feature also works at the park’s dining locations, allowing visitors to order via a smartphone.
In late October, Disney will incorporate a car finder feature on its application that lets visitors save their vehicle’s location to find it easier when leaving the park.
Disney is Changing how Individuals Interact with Media
The news comes after last month, Disney also released its first primary AR film production, directed by Elijah Allan-Blitz and starring Brie Larson.
Disney opened the experience on its Disney+ streaming service, also releasing Remembering: The AR Experience, a sister application, to view the campaign. The application is only available on iOS.
iPhone and iPad users scan a QR code on their TV to watch the short film’s AR visualizations while the TV application streams additional footage.
In a statement, the film’s director said that AR is key to changing how individuals interact with media. He explained how immersive technology transforms a passive streaming experience into a more engaging product.
Scaling XR
The massive media firm is diving deep into extended reality (XR) technology. In June, the Walt Disney Company hired Mark Bozon as the VP of Next Generation Storytelling Creative Experiences to create at-home Metaverse applications.
Additionally, Disney launched a web3 accelerator in July to promote the growth of innovative technology firms, including AR, NFT, and AI design firms. The programme gives its selected immersive technology firms investment capital, senior guidance, and technology showcase opportunities.
