So this is intriguing. I found an app today in the Android Market for Disney’s El Capitan theater in Hollywood. Right now the app is decked out in its best Pirate garrrrrb (sorry for the pun). On June 24th, however, the app gets its racing stripes for Cars 2.
What does the app do? It basically gives you extra content once you check in to the theater, very similarly to how you can check in at Disney Parks locations with Gowalla. The main menu of the app (shown below) has five options: Check in to the El Cap, Free Gift, Bonus Material, Special Offer, and Rate Movie. As for the free gift, some of the reviewers in the market are claiming they received a free pin set from the app. They are also claiming the Special Offer gives you a discount on the Blu-Ray when it comes out.
The other thing that’s interesting about this app is that the splash screen that displays while the app is loading says it was developed not only by Disney Mobile, but Disney Research as well. I hope the research proves that this is good marketing, because I’d love to see Disney pursue more of this type of interactivity. I’m all for it. What do you think? Let me know in the comments, or post your thoughts on Facebook!