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Really Appoints Peter Gaida for Asia Expansion



Really, a company that creates augmented reality content for theatrical release movies has hired veteran media executive Peter Gaida as its chief commercial officer in Asia Pacific. The appointment is part of a wider expansion into Asia by the AR company.

Founded by media entrepreneur James Andrew Felts in 2017, Really creates “highly functional, large-scale AR content” that it delivers weekly. These can be released on a consistent schedule with immediate access to updates and changes.

The platform claims to reach millions of moviegoers monthly via a partnership with Regal Cinemas. It has released over 500 AR activations for studio content and global brands including Tencent, 3M, M&M’s and Geico. The experiences drive an average 186-second dwell time per session with an average 42% photo save rate and an average 36% click-through rate to promotion opportunities.

The current partnership with Regal includes the most recent releases for “The Marvels,” “Napoleon,” “Trolls Band Together,” “Killers of The Flower Moon,” “Wish” and “Saltburn.”

Really’s Asia expansion sees its ‘AR collectible ticket program’ to cinema partners in key markets including Japan, Korea, Australia, the Philippines, Thailand, Malaysia, and Singapore. 

New partners include Movie Walker (Japan), Major Cineplex (Thailand), SM Cinemas (Philippines), Shaw Cinemas (Singapore), TGV (Malaysia), SF Cinemas (Thailand), Golden Screen Cinemas (Malaysia), and Ayala Cinemas (Philippines).

Gaida is the former GM of Deluxe Media and CEO of media and entertainment consultant firm Qantam Media. Gaida has already been consulting with Really since 2018 while at Qantam Media,
He will be expected to spearhead international partnerships and foster brand relationships. He reports CEO and founder, Andrew Felts

Really wallets are powered by Cubist, an emerging web3 wallet provider launched in 2022, funded by investors including Polychain, dao5, Amplify, Blizzard the Avalanche Fund, and Paxos. Really recently announced its integration with leading blockchain platform Avalanche. This includes Avalanche-backed rewards and collectibles system Fandime which allows fans a way to access their engagement data and to unlock exclusive rewards.

“We’ve already seen tremendous success with our partnership with Regal, and this expansion into the Asia-Pacific region marks a significant moment for Really. This and the addition of Peter, solidifies our commitment to innovation in the entertainment industry, offering groundbreaking AR experiences to audiences, theaters, and studios worldwide,” said Felts.


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