RealD, Walt Disney and Vue Cinemas Partner for 'Oz' Movie Theater Promo

LONDON – 3D technology provider RealD has teamed with Walt Disney Pictures and British exhibition chain Vue Cinemas to create a one-off interactive foyer attraction for the upcoming 3D release of Oz The Great and Powerful.

our editor recommends

'Oz: The Great and Powerful': James Franco, Mila Kunis Celebrate the Hollywood Premiere

Vue Cinemas to screen 'Avatar' footage

'Oz: The Great and Powerful' Poster: Wicked Witch Makes Her Debut

The installation, aimed squarely at moviegoers, will be installed at the exhibitor's flagship movie theater Vue Westfield and marks the first time the exhibition chain, Walt Disney and RealD have partnered for such a venture.

PHOTOS: 'Oz: The Great and Powerful': James Franco, Mila Kunis Celebrate the Hollywood Premiere

Directed by Sam Raimi, Oz The Great and Powerful imagines the origins of L. Frank Baum’s beloved wizard character.

It details the story of Oscar Diggs (James Franco), a small-time circus magician with dubious ethics who is hurled away from dusty Kansas to the vibrant land of Oz, where he meets three witches: Theodora (Mila Kunis), Evanora (Rachel Weisz) and Glinda (Michelle Williams), who are not convinced he is the great wizard everyone's been expecting.

The unique installation combines innovation and technology within a theatrical environment, creating a magical land of Oz, complete with a yellow brick road.

An interactive screen will show exclusive trailer footage and character biographies from the movie.

Lick, a creative and marketing communications agency, has spent three months developing the bespoke installation from the creative and design concepts through to manufacturing for the Vue Westfield site.

The movie will be unspool across the U.K. from March 8, with the Vue Westfield being the only site playing host to the installation.

No financial details for the costs of the installation are available.

Vue Cinemas CEO Tim Richards said the aim is to give audiences "the ultimate viewing experience," with this project helping provide a step down the yellow brick road furthering his mission.

RealD Europe managing director Bob Mayson said: "This initiative is designed to add another layer to the immersive experience of 3D. RealD 3D allows cinemagoers to be drawn further into the fantasy of a movie, and the interactive installation brings the vibrant land of Oz even closer to the audience."

Walt Disney Studios U.K. & EMEA vp Lee Jury said, "By bringing this world to the cinema foyer, cinemagoers can immerse themselves in the film before experiencing this magical world of 3D on the big screen."