Disney uses a new kind of Force to hype latest Star Wars movie

Los Angeles

WALT Disney Co is harnessing all of its media might to make the next Star Wars movie the biggest film of the year, employing augmented reality and social media in a global campaign to promote The Last Jedi and related merchandise.

Starting Sept 1, which Disney again dubs Force Friday, fans of the sci-fi films can use smartphones to take part in an augmented-reality treasure hunt, like the Pokemon Go craze that gripped video-game fans last year.

The worldwide Find the Force hunt will take place over three days, starting in Sydney, and will involve more than 20,000 stores in 30 countrie…