Universal Pictures and Aurasma launch new augmented reality app

Film studio Universal Pictures UK is launching a free app with augmented reality platform Aurasma that will bring 'King Kong' to life in Trafalgar Square.

Universal Pictures: augmented reality app interacts with London landmarks
Universal Pictures: augmented reality app interacts with London landmarks

The Universal 100 app is part of the film studio's 100th anniversary celebrations. It makes movie characters appear to interact with London landmarks. The characters will emerge on iPhone, iPad and Android screens when they are directed towards tourist attractions.

When a compatible device is pointed at Big Ben, the DeLorean car from 'Back to the Future' will fly overhead. When it is pointed at Trafalgar Square, 'King Kong' will scale Nelson's Column. A Tyrannosaurus rex from 'Jurassic Park' will head towards Buckingham Palace when devices are pointed in its direction.

The app will also work in conjunction with 15 limited edition DVD and Blu-ray covers. Characters on the covers will move when users point devices at them.

The app can be downloaded on to the iPhones 4 and 4S, the iPad and high-powered Android technology. It will be available free from the Apple App Store and Google Play for iOS and Android devices.

Randel Bryan, digital marketing manager at Universal Pictures UK, said: "We wanted to produce something truly exciting that film fans would want to cherish and collect, and we feel that the Aurasma-enabled augmented reality sleeves have achieved this, by bringing the magic of our movies into the palms of their hands."

Martina King, managing director at Aurasma, said: "It is exciting to bring these iconic characters to life using augmented reality and especially to see them around London."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

McDonald's marks 40 years with charity ad

McDonald's marks 40 years with charity ad

McDonald's UK is tonight launching the first ad in its 'Here's to What Matters' campaign, focusing on its charity work.

Share
BSkyB secures £4.9bn for Sky Europe deal

BSkyB secures £4.9bn for Sky Europe deal

BSkyB has secured a £4.9 billion deal to takeover Sky Italia and Sky Deutschland, to create Sky Europe.

Share
McCann picked to resurrect Homepride's Fred

McCann picked to resurrect Homepride's Fred

Premier Foods has picked McCann London to bring the Homepride brand mascot, Fred, back to TV advertising.

Share

Get news by email