From creating virtual experiences to selling tickets within games and social media, Hollywood is trying to capture the attention of young fans in places they frequent.

The “How to Train Your Dragon” game on Roblox has more than 28 million visits. Over the weekend, the movie raked in $83.7 million in ticket sales in the U.S. and Canada, surpassing expectations.

The “How to Train Your Dragon” game on Roblox has more than 28 million visits. Over the weekend, the movie raked in $83.7 million in ticket sales in the U.S. and Canada, surpassing expectations.

Surrounded by virtual cliffs and a cascading waterfall, dragon riders on Roblox's massive online gaming platform immerse themselves in a memorable scene from “How to Train Your Dragon." In the ...

Surrounded by virtual cliffs and a cascading waterfall, dragon riders on Roblox’s massive online gaming platform immerse themselves in a memorable scene from “How to Train Your Dragon.” ...