Access powers in-theater iBeacon X-Men promo in Japan

Tuesday 13 May 2014 | 14:10 CET | News

Access, a provider of advanced software technologies to the mobile, beyond-PC and digital TV markets, has announced that Access Beacon Framework (ABF), which supports Apple’s iBeacon technology, was selected by Twentieth Century Fox Japan, for online-to-offline (O2O) promotions targeting iOS users running iOS 7. The system will go live 14 May at Toho Cinemas theater complexes in the Nihonbashi and Roppongi Hills areas of central Tokyo to promote the movie ‘X-Men: Days of Future Past’, which Fox will release in Japan on 30 May.

This promotional use of beacons in movie theaters, which will be Japan’s first commercial use of iBeacon technology in large-scale entertainment venues, was achieved by integrating ABF into the Toho Cinemas Magazine app offered by Toho Cinemas. Movie theater goers who download the app (ver. 2.6 or later) with iOS devices will receive automatic video streaming, facility information, digital coupons and online campaigns.

Fox intends to expand the program across Japan this summer. 

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