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National Cinemedia offers first in-theater AR game for a movie…

Screenshot of the AR game on a smartphone.

Screenshot of the AR game on a smartphone.

Last month, cinema ad network National Cinemedia launched a Halloween-themed short augmented reality (AR) game for moviegoers, part of a series of theater-based AR experiences it began about six months ago.

On Friday, the company is releasing what it says is the first movie theater AR game for a new movie release.

Sequel to ‘Wreck-It Ralph.’ The game ties in with “Ralph Breaks the Internet,” a Disney sequel to its 2012 “Wreck-It Ralph” release that rolls out to US theaters on November 21.

Moviegoers watch the pre-show presentations from Cinemedia, which includes short films and commercials that are followed by an on-screen invitation to participate in an AR game experience.

Then, a static screen shows Wreck-It Ralph, a character in the movie, standing at a counter in the Pancake Milkshake Café.

Moviegoers, who have downloaded National Cinemedia’s free Noovie Arcade app (iOS and Android), open the app and point their smartphone at the image on the movie screen.

Feeding Bunny and Kitty. A hidden visual trigger in the image starts the AR game, which involves tapping virtual buttons on the phone’s screen to feed pancakes to the Bunny and milkshakes to the Kitty, as fast as possible. (Seriously.)

Here’s the trailer for the movie itself, which includes a scene where Ralph replicates a game in the movie to give pancakes to Bunny and milkshakes to Kitty: