Movie animation Spider-Man: Into the Spider-Verse will soon be arriving in cinemas across the country, and because no film can arrive without some sort of entertaining tie-in, Sony Pictures has collaborated with 8th Wall and Trigger to create an augmented reality (AR) experience for mobile devices.
Built using 8th Wall Web and Amazon Sumerian technology running on Amazon Web Services (AWS), Into the Spider-Verse AR is an online-only experience, meaning there’s no need to download an app. It’s designed to let users interact with Spider-Man in AR, enabling them to take pictures with the famous superhero and share them with friends.
“Spider-Man is a perfect match for AR not only because his acrobatic moves and iconic poses lend themselves well to the format, but because he’s one of the most relatable superheroes,” said Rose Phillips, SVP, Digital Marketing at Sony Pictures Entertainment in a statement. “We’re 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.”
“The Spider-Verse Web AR Experience demonstrates how established brands can dramatically enrich their customer experiences and better engage with their fans,” said Erik Murphy-Chutorian, CEO at 8th Wall. “Augmented reality allows consumers to dive deeper into the worlds of their favourite products and characters. Sony Pictures has deepened and enriched the Spider-Man experience with the innovative work they’ve produced with Trigger and 8th Wall, and powered by AWS. It’s the perfect example of how AR for the web is the best new medium for brands to make their content come to life while increasing the accessibility and interactivity of their stories.”
Spider-Man: Into the Spider-Verse is due out in theatres next month, with the story introducing Brooklyn teen Miles Morales, and the limitless possibilities of the Spider-Verse, where anyone can wear the mask. To try the AR experience for yourself, just follow this link on your mobile device. And for any further movie AR/VR tie-ins, keep reading VRFocus.