Minecraft characters come to life as interactive mall holograms
Warner Bros. is rolling out holographic displays and Snapchat filters in malls nationwide to promote the Minecraft movie.
Warner Bros. has partnered with Hologram Media Network to launch an innovative marketing campaign for "A Minecraft Movie." The campaign brings interactive Minecraft character holograms to 34 shopping malls across America. What makes these displays special is that visitors can control the characters with their body movements, essentially creating their own digital puppet shows.
The holographic installations went live a week before the movie's premiere and will remain active throughout the month. You'll find them in four Macerich properties and 30 Simon Group malls nationwide. The technical side is handled by HMN using technology from Proto Hologram Inc., while Pretty Big Monster studio developed the creative content.
Beyond the physical installations, Snapchat has developed custom AR experiences for the campaign. Their "Blockify Your World" feature includes four AR filters, with the standout being a 3D body tracking system that transforms users into movie characters like zombies and skeletons. Snapchat plans to showcase this technology at a special event at New York's Roosevelt Field Mall.
Box office success despite mixed reviews
"A Minecraft Movie," based on the world's bestselling video game, hit North American theaters on April 4, 2025. While the film has been crushing it at the box office — with sequel talks already underway — critics haven't been quite as enthusiastic. The movie currently holds a Metascore of 46 on Metacritic, with users giving it a 5.5 rating.
This marketing campaign seems particularly well-targeted toward younger Minecraft fans, bringing the game's creative character manipulation into the real world. For those interested in similar experiences at home, Meta Quest 3 owners can check out Discovery 2, a Minecraft-like mixed reality game. You can read our brief review to learn more about how it plays.
What do you think of the Minecraft holograms? Join the conversation on Facebook, Bluesky or X or share your opinion in the comments below.
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