Avatar toys with augmented reality
FROM VARIETY: Partners plan to integrate tech for promotion
By Marc Graser of Variety -- Video Business, 11/20/2009
NOV. 20 | FROM VARIETY: If you haven't heard of augmented reality, you will soon, thanks to Avatar.Hollywood and Madison Avenue have been quick to embrace the technology -- which launches movable 3D images or games on computer screens when an item is held up to a webcam -- as the newest must-have marketing tool to connect with consumers.
But while some studios have already introduced the technology, James Cameron's sci-fi actioner will likely be the property that makes augmented reality a household phrase.
Fox, which is rolling out Avatar worldwide Dec. 18, has lined up McDonald's and the Coca-Cola Co. as promotional partners, and Mattel as the pic's official toymaker. All are integrating augmented reality in their products and through high-profile campaigns that tie in with the film.
Read the full story on Variety.com
