Mattel has teamed with the Australian cinema chain Village Cinemas Australia to launch the first interactive children’s cinema experience.
Driven by Mattel’s Hot Wheels brand, the Vjunior concept will feature digital, physical and interactive zones in a movie theatre, allowing kids to play while watching films.
The campaign targets children aged three to ten years old and their families with a host of features including seating options for parents and kids, volume settings and brighter lighting.
“We are very excited to have a truly iconic brand join us in launching Vjunior – in what will be a first in national cinema concepts,” said Mohit Bhargava, general manager of marketing and sales at Village Cinemas Australia.
Chedney Rodgers, marketing director at Mattel, added: “this latest innovation delivers exhilaration and achievement to junior cinema goers.
“Vjunior, driven by Hot wheels is a place where children can let their imagination run wild and share in the joy of creativity and learning in the ultimate interactive cinema experience.”
The cinema will open in Western Sydney on December 1st with the premiere of the new Trolls movie.