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Thursday, August 24 2017 08:28

STAR WARS Fans Prepare to "Find the Force" on Force Friday II

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Back in 2015, the first "Force Friday" was a pretty big deal - a one-day global event to celebrate the release of new toys and merchandise from Star Wars: The Force Awakens. Now, Disney and Lucasfilm are following it up with Force Friday II (September 1, 2017), and today they've officially announced Find the Force, a global augmented reality (AR) event rolling out to commemorate the worldwide launch of new products inspired by Star Wars: The Last Jedi. It's a "pop-up AR treasure hunt" that aims to unite fans around the world in the battle against the dark side in a unique three-day event at over 20,000 retail locations (click here for a list) across 30 countries. As fans turn up to take home new Star Wars: The Last Jedi products, they will have the opportunity to activate a unique augmented reality experience featuring Star Wars characters, including fan-favorites and new surprise additions from the film. Check out the video and details below to see how it all works, and you can even get started by scanning the Rey graphic to collect your first character - the Porgs!

“Force Friday II is a major milestone in the countdown to Star Wars: The Last Jedi. Star Wars has always championed new technology, and we are excited that augmented reality will allow fans to experience the universe in a whole new way,” says Kathleen Kennedy, President of Lucasfilm.

Rey - Find the Force Porg UnlockFrom the Official Announcement: From September 1-3, retailers around the world will invite fans to Find the Force by taking part in an AR treasure hunt. Here’s how it works: first, download the Star Wars App, which is your one-stop-shop for all things Star Wars (those who already have the app will need to download the latest version). Then, visit any one of 20,000 participating retail locations to find a graphic that contains the Find the Force logo. When you scan the graphic using the Star Wars App, you’ll reveal a character, who through augmented reality, will appear in the room with you. You can then take photos, record videos, and share the experience on social media. Come back each day to reveal new characters (15 in total across the program’s three-day run). Click here for more information: www.starwars.com/findtheforce

Fans can download the latest version of the Star Wars App (v. 2.3 or higher) beginning Aug. 24 for an early look at the new Porg characters in AR before the AR treasure hunt goes live at retail on Sept. 1.

By sharing photos or videos featuring the in-store AR characters on Twitter or Instagram using #FindtheForce and #Sweepstakes throughout Force Friday II weekend, fans in select global markets can participate in a sweepstakes for the chance to win the ultimate fan experience: tickets to the Star Wars: The Last Jedi premiere in December.

James Zahn

James Zahn is best-known as The Rock Father™, a media personality, commentator, adventurer and raconteur. He is the Owner, Publisher, and Editor-in-Chief of THE ROCK FATHER™ Magazine. In January, 2019, after nearly a decade of publishing The Rock Father™ Magazine, he joined Adventure Media and Events as Senior Editor of The Toy Book—the leading trade publication for the toy industry since 1984, as well as The Pop Insider — a destination for all things pop culture, and The Toy Insider — the leading consumer guide for toys and games. He is also editor of The Toy Report, a weekly newsletter published by The Toy Book each Thursday. Zahn has over 27 years of experience in the entertainment, retail and publishing industries.

He regularly serves as a Brand Ambassador and spokesperson for several Globally-recognized pop culture and lifestyle brands in addition to consulting for a number of toy manufacturers. 

Creatively, James has directed/edited music videos, lyric videos, and album trailers for bands such as FEAR FACTORY, has appeared as an actor in feature films and commercials, written comic books, and performed in bands. He currently serves as an artist manager and video director for PRODUCT OF HATE, whose debut album was released by Napalm Records in 2016, distributed by ADA/Warner Music in the U.S. with Universal Music handling global. A new album has been completed and is set for release this year.

Zahn and/or his work have been featured in/on CNN, NBC, ABC, WGN, CBS, GCTN, G4, The Chicago Tribune, Forbes, MarketWatch, Reuters, BusinessWire, Fangoria, Starlog and more. He's appeared as a music expert on CNN's AC360 alongside Anderson Cooper, and has been interviewed by Larry King. In the past he served as a writer for the Netflix Stream Team,  Fandango Family and PBS KIDS, penned articles for Sprout and PopSugar, and was a contributor to Chicago Parent.

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