Augmented Reality in Movies
According to Ori Inbar of Games Alfresco, the use of augmented reality in movies could be traced back as far as 1907 when French magician and movie maker George Melies created his Hilarious Posters. Characters in the posters came to life and interacted on screen.
The Hilarious Posters George Melies
1988 John Carpenters' They Live
The main character comes across sunglasses through which he can see the world for what it really is.His mission- to stop the communist aliens that control the world.
[https://www.youtube.com/watch?v=7Lwlx3GnLGs THEY LIVE!]
1988 Who Framed Jessica Rabbit
The first movie to mix reality with cartoon
[https://www.youtube.com/watch?v=yy5THitqPBw Jessica Rabbit - Why don't you do right]
1996 Space Jam
Michael Jordan mixes it up with cartoon characters
[Space Jam Trailer (1996) HQ]
2002 Minority Report
Tom Cruise walks about virtual data
[https://www.youtube.com/watch?v=NwVBzx0LMNQ Interactive ui in Minority Report]
Other examples: 2003 Terminator 3; Pirates of the Caribbean – the Curse of the Black Pearl; 2008 – Iron Man 1 and 2 [http://gamesalfresco.com/2008/12/04/9-movies-that-will-inspire-your-next-augmented-reality-experience/]
District 9
To market the film District 9 in 2009, Sony Pictures worked with Trigger LA to create an Augmented Reality experience. According to Trigger's blog, ''"Trigger has launched the “Multi-National United Training Simulation” for Sony Pictures’ District 9. This Augmented Reality application allows you to “train” as an MNU soldier working to keep humans and non-humans separate and at peace in District 9."'' [http://blog.triggerla.com/?p=2619] A simple coded graphic, a computer and a webcam, enable the user to manipulate the 3 dimensional beetle character to shoot, jump and even learn tricks. Playing the game in a McDonalds unlocked a $1 off coupon. Augmented reality in promotions engages potential moviegoers shaping their behaviour and increasing the likelihood that the players will see the film and buy related film products.
https://www.youtube.com/watch?v=V8f6ubgu0Jo Watch the DISTRICT 9 Augmented Reality Demo
Avatar
I
n the making of the film Avatar, director James Cameron made use of augmented reality to film and direct scenes. A virtual camera system placed actors and their virtual counterparts into a virtual digital environment that allowed the director to adjust elements as if it were live action. The film was promoted by a number of augmented reality endorsements from Coca Cola, Mattel Toys and McDonalds.
https://www.youtube.com/watch?v=GF54L-mS5wk McDonald's Avatar Augmented Reality]
https://www.youtube.com/watch?v=7JWk_JIE3Ow Mattel's Avatar Augmented Reality Toys[https://www.youtube.com/watch?v=WbUeviTpU3o Coke Zero Avatar Augmented Reality]
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