Planet Hollywood is importing its movie memorabilia to The Sandbox metaverse in a virtual movie studio backlot aptly named Meta Hollywood.
The theme restaurant chain and The Sandbox majority owner Animoca Brands are developing Meta Hollywood as both a market for Hollywood-centered NFTs and a virtual world to experience. Meta Hollywood is being shepherded by a mix of technologists and entertainment stars, with an advisory board that includes actress Megan Fox, Curtis “50 Cent” Jackson III, and movie megaproducers Avi Lerner and Joel Silver.
Meta Hollywood’s virtual movie backlot and memorabilia displays are under construction in a part of The Sandbox purchased by the company through its partnership with Animoca. The idea is that visitors to The Sandbox will get to tour different digital backlots based on different movie genres and titles like horror and holiday sets, as well as a more traditional museum and even a recreated red carpet premiere. The virtual merchandise is available in Meta Hollywood with the native HWOOD token. The items are based on the more than 60,000 physical items owned by Planet Hollywood. Owning the NFTs will also act as a key to discovering more perks and experiences.
“I’m very excited about our partnership with The Sandbox, which allows us to provide our community members and users with an exclusive, first-of-its-kind Hollywood backlot experience where they can interact and own assets in a dynamic virtual environment made possible by Web3 technology,” Meta Hollywood co-founder Robert Earl said. “Through MetaHollywood, we will offer unrivaled utility and functionality in this burgeoning sector, and I cannot wait to see what our users create using the power of their imagination.”
Combining the metaverse with entertainment is an obvious vertical for a platform born out of video games. Still, Meta Hollywood represents a nascent trend of specific marketing and merchandising that offers access to a version of what is already a fantasy world in many respects. In the film world, director Jordan Peele is working with Meta to promote his upcoming “Nope” movie by building the ranch featured in the film on Meta’s virtual reality world, with digital experiences centered on “Get Out” and “Us” in the pipeline as well. Meta Hollywood is going for a broader approach to the bright lights of movies, much like at a Planet Hollywood restaurant.
“Our main goal is to create the single largest online community of movie lovers, creators, studios, and fans in the Metaverse,” Earl said. “We specifically chose celebrities and entrepreneurs in the entertainment field that will lead Met Hollywood into becoming a haven for entertainment lovers. The community will allow fans to interact within our shared Hollywood-themed ecosystem of exclusive digital and physical experiences powered by blockchain technology and the joint venture’s native utility token.