Display Technology

Hologram Media Network, Proto conjure up interactive theater experience

Photo: Proto

September 10, 2025

Hologram Media in partnership with Proto Holograms has created an always-on interactive advertisement for Warner Bros.'s theatrical release of "The Conjuring: Last Rites," according to a press release.

The advertisement uses technology from Snapchat and Hologram Media Network that allows for interactive hologram ads to play within a standard media loop.

Hologram Media Network is an experiential advertising platform specializing in immersive, 3D holographic experiences. Proto Inc. is a patented leader in hologram technology and AI spatial computing. Proto devices and its platform are in use across enterprise, finance, healthcare, education, retail, hospitality, sports and entertainment.

The always-on interactive experience runs during a media loop across a national network of digital displays — extending interactivity beyond one-off events into a continuous, at-scale channel, according to a press release.

The Proto Luma devices power the national 3D media network operating across Simon, Macerich, and Brookfield mall locations.

The activation is enabled by Snapchat in partnership with HMN, integrating Snapchat's AR technology so fans can engage with the 'Conjuring' Universe in real time as part of the scheduled loop—no special event window required.

The experience, built by LA-based agency Pretty Big Monster, invites mall goers to check out an ornate standing mirror inspired by the one featured in the newest film.

As customers walk by the hologram display, they see themselves inside the mirror, and trigger something sinister. The world of 'The Conjuring: Last Rites' begins to break through delivering a cinematic, fright-filled experience that transforms audiences into part of the story.

"The Conjuring Franchise has a long legacy of terrifying global audiences in theaters and bringing those same signature scares to life on Snapchat in unique and personalized ways. Continuing the partnership for this next chapter with Snapchat and Hologram Media Network was a great way to level up our AR creative by bringing it physically into the real world, and meet audiences where they're at with new and engaging technology across malls and high-traffic destinations," Dana Nussbaum, co-head of global motion picture marketing at Warner Bros. Pictures, said in the release.

For Snap, this campaign underscores how AR can move beyond the phone screen and into real-world environments at scale. Snapchat reaches more than 75% of 13-34 year olds in more than 25 countries, and the platform has a leader in expanding AR capabilities.

Building on its national launch earlier this year, HMN has rapidly expanded from 34 to 46 prime mall locations. The network has added a new landlord partner, Brookfield Properties, with initial deployments at The Streets at Southpoint, in Durham, North Carolina.

"The Hologram Media Network in premium out-of-home destinations reach customers in a way that's completely different from being online or watching TV. It's unexpected and unmissable. We're proud to bring this new level of interactive media to the OOH market — giving people the chance to stop, engage, and connect at scale nationwide," Andrew Felts, founder and CEO, Hologram Media Network, said in the release.