It's showtime! Roblox is selling movie theater tickets for the Beetlejuice sequel

Fans keen to immerse themselves in the world of Beetlejuice Beetlejuice — the sequel to Tim Burton's cult '80s film — should head to Roblox. The gaming platform has partnered with Warner Bros. and Fandango on [Beetlejuice] Escape the Afterlife, which features characters and scenes from the original movie and the upcoming film alongside a virtual box office selling actual tickets. Players who purchase movie tickets through the virtual box office receive an exclusive avatar item. To extend the reach of [Beetlejuice] Escape the Afterlife, it's connected to four popular Roblox community-created experiences, including Barry's Prison Run and The Floor is Lava.

This is part of Roblox's broader push into commerce. Last month, beauty brand e.l.f. sold real-world products on the platform as part of its e.l.f. UP! experience, and Walmart has been ramping up in-game commerce throughout 2024, most recently launching Your Dorm Your Way for college students. For brands, these partnerships offer an opportunity to reach younger demographics — 32.4 million of the game's DAUs are under 13 (although the Beetlejuice experience is open to players of all ages, movie ticket purchases are only available to those aged 13 and older). For Roblox, it's a chance to enrich the UX, maximize ad value and improve creator monetization. 

And for consumers? More ways to engage with characters and brands, and new routes to product discovery: 58% of global consumers say that an immersive experience will play a pivotal role in influencing their buying decisions. Not everyone wants to engage with brands on gaming platforms, of course, but this approach does appeal to hyper-engaged fans looking for meaningful experiences connected to their passion points. The key? Providing entertainment first, and commerce second.