Some of London’s most famous landmarks have been given a starring role in a new campaign to celebrate the 100th anniversary of Universal Pictures (UK).
The film giant has teamed up with Aurasma to create a range of 15 ‘Augmented Reality’ DVD and Blu-rays which go on sale from Monday 23rd April.
Each film features a special sleeve which bursts into life when users of the Universal 100 app – available for iOS and Android users – point their device at the sleeve.
To mark the range’s launch some of Universal’s most iconic characters can also be seen flying, climbing and roaring around three London landmarks by using the map built into the app and pointing the device in the right direction.
Fans of Back to the Future can witness the time-travelling DeLorean soar overhead by pointing their device at Big Ben from Westminster Bridge.
Visitors to Trafalgar Square will find themselves running for cover as King Kong scales Nelson’s Column while the T-Rex from Steven Spielberg’s Jurassic Park marks Her Majesty’s Jubilee with a royal roar outside Buckingham Palace.
To see how the technology works simply download the app and point your device at the images embedded in this article.
Announcing the new DVD & Blu-ray range, Randel Bryan, Digital Marketing Manager at Universal Pictures UK, commented: “To celebrate our 100th anniversary, we wanted to produce something truly exciting that film fans would want to cherish and collect and we feel that the Aurasma-enabled augmented reality sleeves have achieved this by bringing the magic of our movies into the palm of their hands!”
Aurasma Managing Director Martina King said the firm was “thrilled to be working with Universal Pictures (UK) on such a legendary milestone, celebrating 100 years of rich film history and cultural legacy.”
King added: “It is exciting to bring these iconic characters to life using augmented reality and especially to see them around London. The collectible sleeves are a great way to commemorate the occasion and we are so proud to be involved.”
Universal will be taking over Oxford Street HMV on Sunday 29th April and offering fans a chance to experience an augmented reality tour of the store and watch an interview with Aurasma’s Head of Innovation, Matthew Mills.
Attendees will also be able to get their photo taken with a classic Universal character and enter a prize draw to win a brand new iPad.