Sony Pictures has taken advantage of the enhanced reality provided by the 8-way Wall & Amazon Sumerian Development Platform to help promote the latest movie image of Spider-Man.
On Monday Spider Man: Into the Spider Vers Mobile Web AR Experience was launched for mobile web browsers on iOS and Android devices. Visitors to this particular site may call the Miles Morales version of Spider-Man in its own existence plan (provided the user allows camera permission to the site).
"Spider- One is the perfect match for AR not just because his acrobatic movements and iconic perform well in the format, but because he is one of the most reliable superheroes, "says Phillips, senior vice president of digital marketing at Sony Pictures Entertainment, in a statement to the next reality." We are excited to collaborate with 8th Wall, Amazon Sumerian and Trigger on Spider-Verse Web AR Experience, and bring it to all – and new – Spider-Man fans. "
Experience was developed by an enhanced reality campaign. The AR experience makes Spidey couple of positions and tap the screen and runs him in the area corresponding to the area on the screen that the user touches. Users can also snap a photo of Spidey and share the AR experience with others.
But after that, it's about it. Similarly, the package Spider-Man: Homecoming on the Holo app (also developed by Trigger) contains much more in the way of Spidey poses. That's why it's a bit disappointed that fans can not call multiple versions of Spider-Man for the new Spidey AR experience, especially when you remember to see "multiple versions" of Spider-Man is the prerequisite for the new animated movie.  Amazon Sumerian & 8th Wall Weave Web AR Experience for "Spider-Man: In The Spider-Verse" Film "width =" 270 "height =" 270 "style =" max-width: 532px; height: auto; " />
Image of Tommy Palladino / Next Reality
But in a year where Hollywood has a hugely embraced reality as a marketing tool, this particular PR experience is remarkable for a number of reasons. First, instead of Snapchat, Facebook or through a dedicated AR app, Sony chose to utilize 8th Wall Web, the 8th Wall, 8th Wall, Earth-based AR technology that works on both iOS and Android devices and allows the studio to easily avoid the jump involved convincing viewer to install an app of any kind.
"Spider-Verse Web AR Experience shows how established brands dramatically enrich their customers' experiences and better engage with their fans," says Erik Murphy-Chutorian, CEO of the 8th wall. "An increased reality makes it possible t for consumers to dive deeper into the worlds of their favorite products and characters. Sony Pictures has deepened and enriched the Spider-Man experience with the innovative work they have produced with Trigger and 8 Wall, and powered by AWS. A perfect example of how AR for the web is the best brand new brand to make its content alive while increasing the accessibility and interactivity of its stories. "
The second unique aspect of this AR experience is the content itself, built on Amazon Sumerian, the web-based 3D content creation tool was introduced a year ago by Amazon Web Services at its reconstruction conference. Amazon launched the tool as a ways to make it easy for anyone without encoding experience to create enhanced reality experiences.
"Mobile Web AR allows Sony Pictures to bring people into the Spider-Man world and engage with the character like never before," says Kyle Roche, Head of Amazon Sumerian and Amazon Web Services (and NR30 Member). "Using Amazon Sumerian, the 8 Wall and Trigger teams could deliver an in-depth browser-based AR experience and do it without any specialized programming or 3D graphics skills. In combination with Sony Pictures, we'll change how fans experience their favorite web slinger."  As a reinforced reality continues to benefit from marketers, Trigger is a name to keep an eye on. The company has already claimed a number of notable AR experiences, including the NBA AR app, the Rampage: AR Unleashed app, Travelocity's AR Roaming Gnome, Star Wars AR stickers on Google Pixel and many more.
"Spider-Man is in our DNA. My team has been a digital developer since the first Spider-Man movie, and Trigger has developed AR for Spider-Man features on Sony Pictures since 2014," said Jason Yim, CEO and Executive Creative Director on Trigger. "We believe Web AR is the last barrier to mass acceptance of AR … Web AR will not only be the first entry to AR for most audiences, but it will build a foundation for behavior like will lift adoption in social, mobile and head-mounted AR. "