Warner Bros. Pictures Canada has set up a walk-in exhibition at Yorkdale Mall to promote the upcoming release of A Minecraft Movie.

From March 8 to 16, mallgoers can step into an immersive environment inspired by the film’s landscape, featuring pixelated cherry blossom trees, life-size characters from the film, an interactive LED portal, and the latest LEGO Minecraft sets. Visitors will also be able to purchase advance tickets for the movie and participate in a raffle to win a trip to the world premiere in the U.K.

A spokesperson for Warner. Bros. Canada marketing tells MiC that the company is leveraging the busy March break period, with increased mall foot traffic, to launch the activation. The goal is to captivate the film’s audience, which the studio says is diverse and spans various age groups. And since this is the first live-action film adaptation of the popular video game franchise, Warner Bros. also aims to broaden its appeal to a more grown-up audience that may not be aware of the release.

“Layering in experiential as part of the final phase of the Canadian marketing campaign really eventizes the film and drives awareness and conversions for advance tickets,” the spokesperson says. “We have always thought of this film as a wild adventure that blends the real world into the Minecraft universe. We wanted to create an experience that would allow fans to step into this world and get excited for the movie.”

Promotional support includes digital and social media advertising, along with a partnership with Bell Media’s CHUM FM to host the contest. The studio worked with Reignite Marketing to create the experience, YBIMC on digital ads, paid media agency OMD Canada and influencer agency Craft Public Relations. Allied Global Marketing handled public relations.

In the past, Warner Bros. has launched other mall activations to promote the release of its films in the country. In November 2023, the company opened a pop-up exhibit at Yorkdale to offer fans a sneak preview of the film Wonka. The company said it expected more than 4 million visitors to visit the mall during that holiday season.

The upcoming Minecraft movie is set for release on April 4.