Facebook is using their updated AR to make movie promotions a little more futuristic. In a recent announcement, they explained their use of augmented reality with posters for the films Ready Player One and A Wrinkle in Time.
According to their detailed post, all of the posters for the recent films work in conjunction with Facebook’s new augmented reality target tracking. They describe being able to simply open the Facebook camera, point your phone at one of the posters, and then see a specifically designed AR experience. The camera will be able to recognize certain images, including, Facebook says, things like logos and pictures.
They’re calling their new target tracking feature “persistent AR,” meaning the augmented reality experience is specifically connected to something in actual reality. They’ve also worked to make the AR particularly stable, designing it to keep working even if the image is blocked from view by the camera briefly—so someone getting in the way while you’re looking at one of the posters wouldn’t interrupt the AR experience. And the augmented reality experience can also be enabled through the use of things like QR codes, not just by pointing Facebook’s camera at the image.
According to Facebook, this new augmented reality feature is in closed beta right now. Ready Player One and A Wrinkle in Time are part of the closed beta. But their plan is to make this AR feature enjoyable and useful for everyone on both ends—companies and viewers alike. They believe companies can gain a lot from this different type of promotion. And the AR experiences will, they say, end up being able to be used by a lot of different phones, not just brand new pricey models. In fact, they say they’ve been focusing on making it workable with “older, lower end phones” so fewer people are left out of the fun.
Facebook says the developer toolkit for this feature will become available “later this spring.”