CES is a time for flashy promotion, and the Lego Group, Disney Consumer Products, and Lucasfilm joined forces for a notable one Wednesday night, lighting up the outside of Sphere in Las Vegas.<\/p>\n\n\n\n
The \u201cExosphere\u201d of the entertainment venue was the giant-sized canvas for a live Star Wars video game centered around the classic X-wing \/ TIE fighter Death Star duel from the original 1977 film. The game was created by Sphere Studios, in collaboration with Lego and Disney, as a plug for Lego\u2019s new Smart Play system, which the company is showing off at the nearby convention center.<\/p>\n\n\n\n
Since opening in 2023, Sphere has become a destination during CES, hosting a star-studded keynote presentation by Delta last year and Lenovo\u2019s splashy \u201cTech World\u201d event earlier this week. The \u201cExosphere\u201d spans 580,000 square feet and can display 1 billion colors. While it is devoted to advertising only about half the time, with the rest being promotions and artistic pieces, it is on the wish list of many marketers. Just in the last couple of weeks, Marty Supreme\u2018s orange-hued blitz toward movie theaters was punctuated by a Sphere activation, complete with a video simulation showing star Timoth\u00e9e Chalamet standing atop the orb.<\/p>\n\n\n\n
Marcus Ellington, EVP of ad sales and sponsorships for Sphere, said the team-up \u201cmarks the first collaboration to leverage Sphere\u2019s new Exosphere technologies, and exemplifies how brands can utilize Sphere to connect with their fans in new ways.\u201d<\/p>\n\n\n\n
In the video game, guests took turns stepping into the cockpit of the X-wing, taking it on the \u201ctrench run\u201d to blow up the Death Star. Along with conference attendees and execs were notables from other lines of work like New York Giants quarterback Jaxson Dart.<\/p>\n\n\n\n
Dart later recalled in a statement \u201cdressing up as Anakin Skywalker at my childhood birthday party,\u201d adding that his on-field look is \u201cinspired by his character. \u2026 Tonight, I felt like a kid again, stepping into the giant LEGO X-Wing and lighting up the Las Vegas skyline in honor of my favorite movies.\u201d<\/p>\n\n\n\n
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CES is a time for flashy promotion, and the Lego Group, Disney Consumer Products, and Lucasfilm joined forces<\/p>\n","protected":false},"author":2,"featured_media":292,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[164],"tags":[],"class_list":["post-291","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entertainment"],"yoast_head":"\n