Fans of Disney's Aladdin are being given the chance to virtually be on stage with the story's characters during Broadway performances of the musical version of the show thanks to a new partnership with OmniVirt.
Disney is working with OmniVirt to provide musical lovers with an immersive 360° virtual reality (VR) experience that transports them on stage into the middle of the musical number Friend Like Me.
At the same time, overlaid text will provide fans with facts about the show and its production for a multi-layered immersive digital experience as they join Aladdin and the Genie on stage.
Brad Phaisan, chief executive officer of OmniVirt, commented: "Disney's 360° experience is among the most smartly produced 360° content we've seen in the market.
"It takes full advantage of the content format and adds in digital flourishes that render for a magical experience."
Disney and OmniVirt have previously worked together on innovative promotions for the Broadway version of The Lion King, which also incorporated 360° video technology.