Sony has enhanced the new animated film "Spider-Man: Into the SpiderVerse" to break new ground with augmented reality (AR) technology as a production and marketing tool.
Sony collaborated with cross-platform AR startup 8th Wall and mixed-reality agency Trigger.
8th Wall's Erik Murphy-Chutorian said the promotional effort included using AR so fans can engage with the film franchise by taking pictures of themselves with Spider-Man via smartphones.
Another challenge was using AR to enhance the storytelling experience of the movie, since different incarnations of the title character appear and interact with each other.
Said Amazon Sumerian's Kyle Roche, "You're no longer just watching the film; you can be a part of it and interact with the storyline and characters in a way never before possible."
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