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*Activation Showcases the Power of Play for Movie Fans in Branded Immersive Experience*
SANTA MONICA, Calif., Jan. 15, 2026 (GLOBE NEWSWIRE) -- [National Popcorn Day](https://www.globenewswire.com/Tracker?data=IlDWLp9x-6k_mz1DXcZIKJQzF0Ler5-1Ln6JdfIatC0afnO9nryP-WqhIFV0hg14Hs5Aiy7uhY1AonAQaJSNiaZ6Zzd4rp-d3wHJE_kVMCcrrGw13qGAWNkv58QSSsIY5_3xFrui9nOoTnBxGI00Tg==) returns on January 19, and Regal is celebrating the 2026 holiday by bridging the gap between the physical theatre and the digital world. Through a collaboration with Super League, a leader in playable media, Regal is launching a virtual movie theatre on Roblox that rewards players for engaging with the power of play.
**Bringing the Lobby to the Leaderboard**
For the first time, a major cinema chain is engaging Gen Z by allowing them to step inside a virtual Regal theatre. This environment features a custom “endless runner” game, a popular gameplay format enabling players to navigate challenges and earn rewards. By participating in this digital world, players can unlock exclusive virtual popcorn-themed accessories for their avatars and earn real-world rewards to use at Regal locations nationwide.
“For Gen Z, play is the front door to culture. When brands enter those spaces with purpose, we see stronger engagement and longer interaction times than traditional formats,” said Rhiannon Apple, EVP Client Strategy at Super League. “Embedding an endless runner inside a virtual Regal theatre turns the venue itself into a form of media, allowing players to engage with the film before they ever buy a ticket. That’s why we’ve focused on building a reusable, high-efficiency framework that can be activated across releases and audiences throughout the year.”
“National Popcorn Day gives us the perfect excuse to reward our most passionate community for showing up and having fun together,” said Chris Sylvia, Senior Brand Lead at Regal. “By introducing the power of play through our Roblox experience, we are making sure the celebration starts before our guests even reach the theatre. We are thrilled to be the first cinema chain to offer this kind of integrated reward system for the next generation of moviegoers.”
**A Scalable Future for Film Fandom**
This collaboration is built on a scalable model that allows Regal’s virtual theatre to grow into a recurring destination for movie fans. Using Super League’s technology — similar to how partners like the USGA have reached new audiences through interactive experiences — the virtual theatre will refresh alongside new film releases, transforming the lobby into an interactive space where players can explore stories and engage with content ahead of their theatrical debut. Designed to evolve over time, the experience can be updated for future major releases, giving movie IP a consistent home in-game and offering players new ways to connect with their favorite characters.
[https://finance.yahoo.com/news/lowe-pops-movie-theaters-cinemark-080000476.html](https://finance.yahoo.com/news/lowe-pops-movie-theaters-cinemark-080000476.html)