Ariel’s not the only one with gadgets and gizmos aplenty. In 16 locations across the U.S., audiences can bring their own tablets to the movie theater during the month after Sept. 20 — and actually use those devices during the film.
Disney’s latest re-release of the 1989 classic The Little Mermaid came with a twist: The company encouraged children to bring and use their iPads during the screening, provided, of course, they played along on Disney’s free iPad app, Second Screen Live: The Little Mermaid App. Audience members can play games, compete with other participants in the theater and sing along with the music as the story unfolds.
See also: Disney Princesses After the Fairy Tales End
IPad in hand, I caught a showing of Second Screen Live: The Little Mermaid to test the app, the experience and to consider what second screen moviegoing means for the future of the industry.
The app is well designed. Using your iPad's microphone to sync, its interactive elements match up with the film even if you have to close the app for any reason (like a potty break). The games come fast and often, and usually associate with a specific character or event in the movie. For example, when Triton comes onscreen you'll be playing Triton's Trivia. Most importantly, the games are appropriate for a wide range of ages — and 20-something reporters.
Video: Youtube, DisneyMovies
This isn’t Disney’s first foray into the world of second screen gaming. The App Store has hosted second screen games for Real Steel, TRON Legacy, The Lion King and more for several months, as companions to the Blu-Ray DVDs.
However, bringing your second screen to the movie theater makes this version different, and it may indicate a future trend.
Disney has long supported the movie-going experience. Its classic re-releases offer new audiences a chance to see their favorite princes and princesses on the big screen — and Disney can make several million bucks or so in the process. The push for second screen is simply the next step.
But does The Little Mermaid need second screens to get a second wind? The brand remains popular even after 25 years; according to Google, it's the third most frequently mentioned Disney movie on the web. Does adding distracting games and new character voiceovers help a new generation fall in love with the story?
Because the games are distracting. Some moviegoers meeting Ariel and friends for the first time will find it hard to focus on the movie, with a new game every minute or two. Many games require an individual's full attention, for instance, when players quickly pop bubbles or tilt the iPad to catch Ariel's treasures in a chest. In fact, the games were so distracting, on multiple occasions key information was lost to gameplay.
See an example of one of the games in the video below:
Video: Youtube, Dis411
Not to mention the voiceover and inter-theater competition, where up to four characters talk over the dialogue in the film to encourage players to compete with other audience members. As someone who grew up with Ariel, sure, the games were fun. But children seeing the movie for the first time missed seeing Triton destroy Ariel's treasures; Ariel meet Eric for the first time; Ariel's visit with Scuttle.
The only time the iPad truly helps the audience pay attention to the movie is during a song. Following along with lyrics on your iPad not only provides good practice for young readers, it helps the audience focus on the movie's plot.
While The Little Mermaid will soon return to the Disney Vault, iPads and all, Disney is releasing The Nightmare Before Christmas: Second Screen in theaters later this year. One can expect the trend will continue as long as the movies are profitable.
So, does this mark the beginning of a trend for moviegoers? And if so, could it revive the movie theater industry or drive the final nail in the coffin?
Despite the number of "digital detox" vacation tips you may have read this year, we're more attached to our devices than ever. Statista reports that the amount of time Americans spend consuming digital media will eclipse the amount of time spent watching television for the first time ever this year. The extension of the second screen experience into the movie theater seems like a natural progression.
Adding a game element to a movie elevates it from a linear to non-linear narrative, giving audience members the chance to interact with the story and its characters. It revitalizes the almost 25-year-old animation, bringing it up to par with more recent animated creations like Monsters University or Brave. And the novelty of the experience could drive revenue for Disney in a time when many agree the the movie industry is in decline.
There's no telling what's next for second screens. If geared towards an adult audience, second screens could provide background information, a chance to live-tweet movie reviews to friends or quiz movie buffs. For series, (like the upcoming Star Wars episode, perhaps?) audiences could get refreshers on how characters fit into the universe, family trees, etc.
There's a reason we're instructed to turn off cellphones before a movie. Extra devices ruin the movie experience by providing unwanted distractions that take the viewer out of the story. Ariel walking on her shaky legs for the first time is excitement enough for young audiences.
Many parents are trying to limit their children's screen time, especially for children under the age of five, due to its potential link to emotional distress, anxiety and depression.
As of now, you need an iPad to participate. Not an iPhone. Not an Android or Microsoft tablet. So, what about the other 50% of the tablet-wielding population?
Where do you stand on Disney's second screen / silver screen experience? Let us know in the comments.
Image: Youtube, DisneyMovies