The premier of sci-fi movie Divergent was celebrated with a fan experience outside the Odeon cinema in Leicester Square, London.
Throughout the weekend of 29 and 30 March, the red-carpet location was transformed into the film’s dystopian setting.
Fans participated in ‘initiation tests’ and ‘dauntless training’, similar to what Divergent’s protagonist Tris Prior does in the movie using the Battlefield Sports' SATR laser tag system.
The film, is based on Veronica Roth’s young-adult novel of the same name.
In the movie, Tris, experiences the excitement of a "capture the flag" combat game.
Movie promoters chose Battlefield Sports UK / Lasergaming Oxford to create this experiential event.
Using SATR technology the team created the Dauntless combat training initiation test which was really exciting and the fans loved it, there were endless queues for this experience.
"The Battlefield Sports UK and EU team were out today at Divergent's star studded film premier. Battlefield Sports' new SATR was used to initiate thousands of fans into Dauntless and they loved it!" said Lisa Pointin.
"The Battlefield Sports UK team we approached to provide an interactive target shooting experience using SATR for the movie DIVERGENT fan event and European premier in Leicester square," said Lisa Pointin.
The United Kingdom distributor Entertainment One organized the experience throughout the weekend in conjunction with the official premiere on Sunday.
Fans got the chance to meet stars of the movie at the event including Kate Winslet, Shailene Woodley and Theo James.
"The event was attended by 5,000 DIVERGENT fans and Battlefield Sports UK designed two interactive experiences that were based on Dauntless, one of the factions from the movie," said Lisa.
The Dauntless initiation training was a test of skill. Fans became Dauntless Initiates for the weekend. Initiates were challenged to an obstacle course where they had to shoot a series of electronic targets and negotiate their way through a maze of doors, walls, windows. This maze was created using the Battlefield Sports' Hero Inflatables. Then initiates had to capture a flag of their team's color and return to base.
Divergent blockbuster movie had a total budget of $130 million.
Its opening weekend generated $54 million in the USA with a total US box office $95 million in its first week of release.
"With the DIVERGENT movie being number one in America promoted wanted only the best for their fans and VIPs, so we used the SATR gaming technology for the Dauntless initiation test. This was perfect for all ages attending and was very popular with all the fans!" said Lisa.
"The movie fans loved the in game real time hit feedback and stats were awesome. Battlefield Sports UK team were honored to be a part of such a huge event and to work with such an awesome team and look forward to the next one!" said Lisa.
Divergent was released in worldwide in 2014.