In an effort to introduce a new generation of fans to the ghost with the most and drive box-office ticket sales, Warner Bros. Pictures has partnered with Roblox and online movie ticketing company Fandango to sell tickets to Tim Burton’s long-awaited Beetlejuice sequel, which hits US theaters on September 6.

The ticketing option—a first for Roblox—launched on August 5 and is available in Escape the Afterlife, a new Beetlejuice game experience created by LA-based digital content developer Sawhorse.

In the game, US-based Roblox users ages 13 and up can purchase movie tickets at the first-ever virtual Fandango box office, and each one comes with a Beetlejuice Beetlejuice exclusive avatar and special effects items for Escape the Afterlife. The game, which is also available for younger US kids and international users to play, features a spooky lobby area where fans can mingle and socialize; watch the latest Beetlejuice Beetlejuice trailer; and interact with elements from the original 1988 Beetlejuice movie that are integrated with new scenes and experiences from the sequel. Three immersive worlds also let fans outrun ghouls and rescue characters from both movies.

Warner Bros. is the first movie studio to sell tickets via Roblox, but it’s not unfamiliar with the platform. Earlier this year, the studio leaned into gamification with Legendary Pictures and developer The Gang to launch Roblox’s first “immersive trailer” promoting Godzilla x Kong: The New Empire. And it previously launched an immersive Roblox experience to celebrate the 20th anniversary of Elf.

For Roblox, Escape the Afterlife is the platform’s third experiment with real-world e-commerce, following recent tests with Walmart and e.l.f. Cosmetics.  

Warner Bros. Discovery’s global consumer products division is also building heat for the Beetlejuice franchise in the lead up to the sequel with a spate of new product partnerships and rollouts.

Partners include Target and Forever 21 (kids fashion lines); Taylor Joelle (infant & kids apparel); NYX, Glamnetic and Splat (beauty products); Loungefly (accessories and footwear); Party City, Rubies and Spirit Halloween (decorations and costumes); Funko, Jazwares, MGA Entertainment and McFarlane Toys (collectibles); and Keebler (cookies).

WBD’s global themed entertainment division and Fever will also launch a live experience at Ovation Hollywood on August 23. 

Beetlejuice was a hit with critics and moviegoers alike when it was released in 1988, making US$75 million at the global box office on a budget of US$15 million, according to Box Office Mojo. Driven by wider DVD and streaming distribution, the Oscar-winning movie eventually became a cult-classic franchise. Since the early ’90s, the first movie’s success spawned an animated TV series that aired on ABC and Fox; three video games; a raft of consumer products; and a Broadway musical.      

Box-office expectations for Beetlejuice Beetlejuice are particularly high in the US, since the majority of Beetlejuice‘s box-office take was domestic. Whether or not its sequel will resonate better with international audiences remains to be seen, but the franchise arguably has more Gen Z appeal this time around, with rising star Jenna Ortega from Burton’s hit Netflix series Wednesday joining returning cast members Michael Keaton and Winona Ryder.