Despite a mixed reception and a less-than-futuristic box office performance so far, Disney’s Tomorrowland is leading the way in mobile applications.
Perhaps unusually for a movie with a retro sci-fi theme, the print campaign for George Clooney‘s gadget-fest is the first to utilize Shazam’s new visual recognition software, which operates through your camera phone. It’s been in operation as an audio-based system up to now.
Aiming your lens at the poster allows the device to access interactive Tomorrowland content and advertising-based material in what sounds like a pocket-sized riff on Minority Report. Brad Bird‘s action adventure has been branded “Shazamable” as a result!
The pioneering company (based in the UK) have also struck a deal with the music arm of Uncle Walt’s digital empire. Other corporate entities are involved, with perhaps the most exciting being Warner Bros and their forthcoming Batman: Arkham Knight game release.
Will this be the future of marketing for the studios, or is it an intriguing flash in the SIM-fuelled pan? Shazam are currently valued at $1 billion, so it seems they have little to worry about for the time being.
Steve is a journalist and comedian who enjoys American movies of the 70s, Amicus horror compendiums, Doctor Who, Twin Peaks, Naomi Watts and sitting down. His short fiction has been published as part of the Iris Wildthyme range from Obverse Books.
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