‘Beetlejuice 2’ Virtual Box Office Launches in Roblox to Sell Real Movie Tickets in Game

Warner Bros., Roblox and Fandango have teamed up to launch a virtual box office for Tim Burton’s upcoming “Beetlejuice” sequel inside of the online gaming platform.

Beginning Monday, Roblox users ages 13 and up in the U.S. can purchase movie tickets to “Beetlejuice Beetlejuice” via the game’s “Escape the Afterlife” experience, marking a first for Roblox as it explores new e-commerce revenue streams.

Burton’s follow-up to his 1988 comedy-horror classic, “Beetlejuice Beetlejuice” stars Michael Keaton, Winona Ryder, Catherine O’Hara, Justin Theroux, Monica Bellucci, Jenna Ortega and Willem Dafoe.

Keaton returns as the titular foul-mouthed, shape-shifting ghoul in the sequel, as three generations of the Deetz clan move back into their Winter River home after a sudden death in the family. When Lydia’s (Ryder) rebellious teen daughter Astrid (Ortega) discovers a portal to the afterlife hidden in the basement, the name of the mischievous spirit Beetlejuice is inevitably repeated three times, inviting him to wreak havoc in the Deetz family home once again.

Per Roblox, “As visitors enter [Beetlejuice] Escape the Afterlife on Roblox, they are immediately transported to The Afterlife Lobby—a spooky world that brings together familiar places from the original Beetlejuice movie with new scenes and experiences from the highly-anticipated sequel. From the lobby, fans can enter one of three immersive worlds, where they need to escape ghouls and rescue beloved characters like Delia and Lydia, and new characters like Astrid. They will visit The Waiting Room, see the Shrinkers (aka Shrunken Head Guy) and his friends, and even explore Adam’s model of Winter River, Connecticut during their rescue journeys.”

Within The Afterlife Lobby, eligible users “can walk up and make a ticket purchase right within the experience to see the movie” when it hits theaters on Sept. 6. Users who purchase a ticket will also receive a “Beetlejuice Beetlejuice” exclusive avatar item available for use on Roblox with in-game effects.

Users under 13 years old in the U.S. and international users of all ages will still be able to play the “Beetlejuice Beetlejuice” experience on Roblox without a ticket-purchase option.

“We are always looking to engage audiences and amplify our reach in new and exciting ways; this first-of-its-kind collaboration with Roblox and Fandango for ‘Beetlejuice, Beetlejuice’ allows for just that,” Warner Bros. executive vice president of global digital marketing Cameron Curtis said. “By leveraging the vast Roblox creator community, we are not only able to connect with existing Beetlejuice fans, but also have the opportunity to reach new audiences who are being introduced to him for the first time. And we are thrilled to be the first studio to test ticketing on the platform.”

Fandango president Will McIntosh added: “We are excited to collaborate with Warner Brothers and Roblox on this unique in-world experience and test the first-ever virtual Fandango box office for the much anticipated ‘Beetlejuice, Beetlejuice’ movie. At Fandango, we are champions of the big screen and remain committed to reaching new fans through innovative, one-of-a-kind experiences that drive increased theater attendance.”