LOS ANGELES: “Star Wars: The Last Jedi” is still a few months away from hitting theaters, but BB-8-happy fans are about to get a glimpse at a new character as a part of a three-day marketing rollout of toys and products inspired by the film.
The Walt Disney Company said Thursday that the global event, dubbed Force Friday II, will feature an augmented reality treasure hunt called Find the Force. Using the Star Wars app in the 20,000 participating locations in 30 countries, fans can snap photos of the Find the Force symbol to find old favorites, like Admiral Ackbar, and discover a new character from “The Last Jedi” too.
Augmented reality, which superimposes interactive images onto a person’s real-world surroundings using their smartphone or other device, became a sensation with the hit video game “Pokemon Go.”
“Star Wars has always championed new technology, and we are excited that augmented reality will allow fans to experience the universe in a whole new way,” said Lucasfilm president Kathleen Kennedy in a statement.
It is a departure from the Force Friday blitz in 2015, which featured an 18-hour live-streamed unboxing of the products in promotion of “The Force Awakens.”
Force Friday II runs from Sept. 1 through Sept. 3. There are 15 total AG characters to find across the three days.
“Star Wars: The Last Jedi” blasts into theaters on Dec. 15. It is the eighth installment in the core “Star Wars” franchise that follows the force-sensitive Skywalker family.
Star Wars toy launch to unveil new ‘Last Jedi’ character
Star Wars toy launch to unveil new ‘Last Jedi’ character
Viral phenomenon in Argentina has young people identifying themselves as animals
- As the movement gains traction, psychologists are stepping in to analyze the phenomenon and its place in public discourse
BUENOS AIRES: On a recent Sunday, a Buenos Aires plaza transformed into a makeshift wilderness for an unusual group of teenagers.
Sofía, wearing a lifelike beagle mask, ran across the grass on all fours. Nearby, 15-year-old Aguara leapt through the air, clearing an obstacle course while imitating the precise movements of a Belgian breed dog. Others dressed as cats and foxes perched in the branches of trees, keeping their distance from curious onlookers.
It was the latest gathering of “therians,” individuals who say they identify mentally, spiritually or psychologically with non-human animals. The trend has taken over Argentine social media over the past few months, gaining traction on platforms like TikTok, where the hashtag #therian has surpassed 2 million posts, with Argentina leading all other Latin American countries in engagement. The surge has drawn the attention of influencers and media outlets alike, sparking reactions that range from laughter and bewilderment to outright anger.
And as the movement gains traction, psychologists are stepping in to analyze the phenomenon and its place in public discourse.
Aguara, who claims to identify as a Belgian Malinois and counts her age as the equivalent of two years and two months in dog years, says she’s a lot like any other teenager.
“I wake up like a normal person and live my life like a normal person,” she said. “I simply have moments when I like being a dog.”
As the leader of what she calls her “pack,” Aguara — the name she identifies with — boasts more than 125,000 followers on TikTok and coordinates regular meetups around the Argentine capital.
Aru, a 16-year-old who wore a seal mask to the park meetup, said she considers herself part of the “otherpaw” branch of therians: individuals who wear masks and tails or move on all fours just for fun. “It’s not necessarily about identifying as an animal,” she said.
She reckons the therian trend took off in Argentina because of the country’s “fairly free” environment. For other young Argentines, the movement has provided a vital community where they can feel truly accepted.
Should parents be worried?
Débora Pedace, a psychologist and director of the Integral Therapeutic Center in Buenos Aires, acknowledged that the phenomenon generates a complex mix of confusion, laughter and even anger.
“From a psychological standpoint, this is a symbolic identification with an animal,” Pedace said. “It becomes pathological or alarming only when it turns into a deeply rooted belief and the person fully assumes the role of an animal, potentially leading to self-harm or hurting others.”
