Can Earth’s Mightiest Heroes Help Children Be Physically Active? Exploring the Immersive Qualities of Les Mills’ and Marvel’s “Move Like the Avengers” Video

There have been calls for more enjoyable Physical Activity (PA) interventions which focus on ensuring a positive affective response. This study explored how using a narrative, characters, and music in a video-led PA session might influence the sense of immersion and impact the affective response. One hundred and thirty-six participants (boys n = 65, girls n = 71) were recruited, 85% aged between 7 and 11 years old. Participants completed the “Move Like the Avengers” PA video created by Les Mills and Marvel, then complete a survey answering questions on their post activity affective responses, and the use of immersive elements. Positive average affective responses were found (valence mean score: 3.6 ± 2.2, arousal mean score: 5.1 ± 1.0). Analysis revealed the narrative with characters indirectly mediate the valence response through creating a sense of immersion (β std = 0.122 [95%CI 0.013 to 0.231]; p = 0.012). Musical elements had both a direct (β std = 0.449 [95%CI 0.264 to 0.634]; p < 0.001), and an indirect (β std = 0.122 [95%CI 0.014 to 0.229]; p = 0.011) effect upon valence and a direct effect upon arousal (β std = 0.244 [95%CI 0.006 to 0.482]; p = 0.021). These promising results provide justification for future research into children’s immersive PA.