A screen in front of you plays through the dogfighting sequence from the new Battlefront trailer, and you can lean and move in time with the playback, creating the sense of being in the battle. In what they're calling "The X-Wing Experience," attendees wait in an insanely long line, after which they strap on X-Wing pilot gear and sit down into a cockpit mock-up, complete with working switches, lights, and a control stick. Whether it's the Bates Motel at SXSW or the annual flood of tie-ins at Comic-Con, they're an opportunity for companies to hawk their wares by creating one-of-a-kind experiences that will get audiences talking.īut here's the dirty little secret: sometimes they're also pretty fun, and here at Star Wars Celebration, EA has a booth in place to promote its upcoming game Star Wars: Battlefront. Get a large group of people together at an event with even the faintest whiff of commercial underpinnings, and you're going to get some fascinating promotional events.
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