Lionsgate has launched what it’s calling the first-ever immersive Movie Store on Roblox. Designed to let fans play, wear and watch their favorite films, the online experience blends movie-themed digital fashion, in-game perks and direct access to blockbuster films.

Developed in collaboration with Virtual Brand Group, the Movie Store made its Roblox debut last week with an exclusive Twilight-themed package. Players can purchase a digital bundle that includes a custom “Loca” t-shirt, a choice between a version of Bella’s truck or a Twilight movie-themed amulet with in-game powers, and a digital code to download the first film in the franchise. 

The package is available in popular Roblox games such as 1% Win Obby and Race Clicker, allowing users to seamlessly integrate their favorite movie moments into their gaming experience. With Roblox boasting nearly 90 million daily active users, the initiative enables Lionsgate to reach a vast audience in an interactive environment. 

Purchases are available only to users ages 13 and older, and once players are recognized, they are automatically provided a redemption code for movieredeem.com. Supported by Super League’s Unlockables, the Movie Store ensures secure redemption and accessibility across devices.

Through Roblox, Lionsgate aims to empower fandom by giving players digital collectibles and exclusive movie access in a way that seamlessly integrates into their gaming lifestyle, notes Justin W. Hochberg, CEO, Virtual Brand Group.