Will AR content make people keener on the notion of buying (near-obsolete and still overpriced!) DVD’s? That’s what Universal Films is setting out to discover with specials like its Limited Edition Back to the Future collection, one of 15+ Universal films whose DVD boxes will include augmented reality easter eggs.
How it works: download the Universal 100 App, then use it to scan the cover of your spiffy new Back to the Future DVD case. AR content available will include a 3D apparition of the DeLorean, which will turn a full 360° before blasting off, somewhere in the general direction of your face.
To develop this radsauce bell-and-whistle, Universal worked with Aurasma, a tech firm that seeks to join the physical and virtual worlds via mobile. I’m just glad they’re not positioning themselves as production-level web designers, because their site looks like WordArt and GeoCities had a baby who went Wiccan. (Srsly, what is this? More importantly, who at Universal Films looked at it and said “Hey, there’s a tech startup I can finally fall in line with”?)