Roblox: Hollywood’s metaverse safe space as stars retreat from crypto winter
Dwayne “The Rock” Johnson hit theaters last weekend as DC’s latest comic book hero, Black Adam. But before millions of flesh-and-blood moviegoers watched him tear up the big screen, millions of fans had the chance to interact with an avatar of his character in Roblox.
“Roblox is definitely a huge area of interest for a lot of the clients we are working with across our company’s roster,” said digital strategy agent Kate Lonczak of WME, a top Hollywood talent agency that counts Johnson as one of its top clients. Roblox is gaining ground as a low risk metaverse play, Lonczak said, noting that many Hollywood stars have turned away from the web3 space since crypto prices crashed and some celebrity endorsements went belly up.
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