Snapchat today made it possible for people to create their very own lenses and filters that can be used in pre-defined areas. Custom filters, for example, can be created by people holding events, such as weddings or birthday parties. They design the filter, create an area on the map in which the filter is available, and anyone who attends the event will be able to use the filter while on site. People can create custom lenses in much the same way. Geographic areas can be as small as 20,000 square feet or as large as 5 million square feet. The price of the filters/lenses starts at $10 and increases based on the size of the area to which they are being offered. Snapchat doesn’t expect individuals to use the new custom filters or lenses everyday; rather, it expects organizers and brands will use them to call attention to specific events. The tools are available on the web and via the iOS Snapchat app.