Help me, George Clooney. You’re my only hope. If that mishmash of cultural references isn’t right, it will happen temporarily.
To promote The midnight sky, the new movie starring George Clooney and set to drop via Netflix on December 23 (Happy Festivus), the streaming studio is launching an augmented reality experience that gives consumers the ability to record and send holographic messages, similar to the Princess Leia’s iconic request for help in Star Wars: A New Hope.
The web-based AR experience, available from the film’s website, is built on 8th Wall’s web-based AR platform and converts video messages into 3D holograms. After you record your video message, the web app applies a filter that gives the video a curved 3D look. You can then send the recording to others, who can then play the experience in AR on a horizontal surface. As an added bonus, you can also view an AR post from Clooney itself.
The AR experience, created by UNIT9, mirrors the fictional AR technology shown in the film, which revolves around Clooney’s character, a researcher isolated in the Arctic whose mission is to warn astronauts about returning to a post-war era. apocalyptic earth. Throughout the film, the astronaut characters interact with holographic recordings of loved ones to overcome the loneliness of space. (Back on Earth, Clooney’s character also discusses AR topographic maps on a holo table in another case of Star Wars AR influence.)
The advent of film and its AR experience also comes at a time when video messaging services are in high demand for their ability to connect friends and family as social distance is recommended to protect audiences from the COVID-19 pandemic.
“This is the first time this technology has been used to send messages like this, and we couldn’t have made it at a better time as people continue to look for creative ways to see loved ones at home while staying safe and separate.” Yehuda Duenyas, director of experience at UNIT9, said in a statement, “While people stay away from loved ones this holiday season, they still long to connect with family and friends, so we wanted to help maintain these connections through innovative technology.”
Netflix isn’t as active in promoting its properties through augmented reality as HBO, which has turned to AR to build hype for His Dark Materials_, Watchmen, Game of Thrones, and Westworld. But Netflix has previously dipped his toes in the rushing water. In the recent past, the streaming giant has promoted its hit series Strange things with AR experiences via Facebook, Snapchat and Google Lens. The company also relied on Facebook to add an AR experience to its comic book “The Magic Order.” With increasing competition from streaming services such as HBO Max, Disney Plus and Apple TV Plus, Netflix is able to use more and more innovative approaches such as AR to promote its properties.
Meanwhile, the promotion for 8th Wall is another addition to its impressive portfolio, which includes AR interactions for brands like Toyota and Miller Lite and entertainment properties like Spider-Man and Jumani, and music artists such as Pink Floyd and Snoop Dogg.