×

Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.

You, Too Can Have Wolverine's Adamantium Claws

Published on .

Digital agency Soap Creative worked with 20th Century Fox to give moviegoers attending a screening of "The Wolverine" 15 seconds of Hugh Jackman action -- but not in the way you're thinking. "The Wolverine Experience" featured 19 big-screen kiosks that immersed passersby in a key fight scene from the film, in which the Wolverine rides atop a speeding bullet train battling a Yakuza baddie. With the help of a Kinect sensor, people took the role of the hero, literally slashing away at the enemy with their own adamantium claws. The kioks were placed all over the world, from Brazil to India and at Comic-Con.

Most Popular