New posters that are on display at Universal Studios Florida and Islands of Adventure indicate that the Universal Orlando Resort is set to release a new mobile app dubbed "ScreenPlay".
The app was uncovered by some outstanding investigative work from ParkScope, which linked the ScreenPlay logo that appears at the bottom of each poster to a trademark application from Universal. This refers to "interactive software for searching, compiling and organizing information related to amusement park attractions and entertainment information".
The trademark description strongly suggests that Universal Orlando is preparing to up its game in the mobile app field. The resort currently lags far behind Walt Disney World, where the My Disney Experience app offers attraction wait times, maps, park hours and information on rides and restaurants. Disney's app will also tie in with the new FASTPASS+ system, which will enable guests to reserve timeslots when they can ride their favorite attractions without queuing.
Universal Orlando's previous efforts for iPhone and Android devices have been somewhat more limited, offering GPS-based maps and basic information on attractions. The resort has also dabbled with event-specific applications for its popular Halloween Horror Nights.