Disney took its "Star Wars" promotional campaign to a height of 500 meters.

VTV.vn - The Walt Disney Company is taking its film marketing to a new level - specifically atop one of the world's tallest buildings.

Visitors take photos in front of a promotional screen for Walt Disney Company's upcoming film, "The Mandalorian and Grogu," at Seoul Sky, an observation deck at Lotte World. (Photo: Walt Disney Company Korea)

Disney Korea has partnered with Lotte World to transform "Seoul Sky"—the observation deck atop the 123-story Lotte World Tower in southern Seoul—into a vibrant "Star Wars" themed exhibition space ahead of the Korean release of "The Mandalorian and Grogu." This highly anticipated film follows intergalactic bounty hunter Din Djarin and his beloved companion Grogu on a perilous space mission.

The elevated structure, dubbed "Star Wars: Above the Galaxy," transformed the panoramic observatory into a temporary outpost for the giant franchise. Visitors ascending to a height of over 500 meters above the South Korean capital are greeted by themed photo zones, vibrant multimedia displays, and a meticulously designed temporary retail store resembling a ship sailing through the brand's iconic galaxy. This collaboration culminated in a spectacular character parade through the Jamsil shopping complex, drawing thousands of fans and local costumed individuals who flocked to the corridors to catch a glimpse of Darth Vader and Stormtroopers marching in formation.

This campaign launch underscores the growing importance of the South Korean box office market as a crucial taste-shaping market for Hollywood blockbusters and major science fiction franchises. Instead of relying solely on traditional billboard and television advertising campaigns, major studios are increasingly turning to on-site experiential marketing to capture the fleeting attention of social media-savvy consumers. By positioning the campaign at a prominent national landmark, Disney is betting that the breathtaking view of the skyline will naturally complement the film's cosmic scale.

This elevated installation will remain open until the film's theatrical release, offering fans in South Korea a unique preview of the distant Milky Way galaxy. Visitors can explore galaxy-themed spaces, admire Lego models, and experience exclusive photo opportunities while looking down at the city below.

Source: https://vtv.vn/disney-dua-chien-dich-quang-ba-star-wars-len-do-cao-500-met-10026052216021533.htm