In a world of enhanced reality, becoming the hero of film marketing, Universal Studios has decided to use the technology to reinvent the traditional movie trailer, a time-tested movie campaign in support of the upcoming Robert Zemeckis movie, Welcome to Marwen .
Now available in Apple App Store and on Google Play, Welcome to Marwen AR app ARKit and ARCore to show a scaled-down recreation of a scene from the movie, complete with animated 3D characters and very detailed set of pieces.
Based on a true story, the premise of the movie makes the perfect pair for such an enhanced reality experience. The main character, an artist played by Steve Carrell, is the victim of a violent attack depriving him of his memories. The event leads him to create the imaginary world of Marwen, where he threw himself as a war hero and builds an art installation based on it.
The AR app allows users to view and review the scene from a number of angles as dialog and action evolve. Users can also pause the action to take a snapshot of the scene in the 16: 9 or 1: 1 aspect ratio (as Carrell's character does with its miniature model by Marwen in the movie). The app exploration mode allows viewers to choose characters and learn more about them.
The app delivers a 3D model of a square and a variety of animated characters, explaining why the experience weighs into a quite large 685.9 MB on iOS and 504 MB (after downloading additional content) on Android. But your patience will be rewarded.
But the ambition behind the Marwen app outweighs its massive download size. While movies like Transformers: The Last Knight and Rampage have also released AR apps as market support, most studios are pleased with the Snapchat Lens or Facebook AR experience.
But in this case, the app's AR experience shows a unique creative approach that ultimately matches the movie's theme and aesthetics.