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eOne Launches Augmented Reality App

5 Oct, 2012 By: Chris Tribbey

Distributor Entertainment One (eOne) has launched a new augmented reality application — eOne Plus — that allows users’ tablets and smartphones to overlay multimedia content on real-world objects.

The application offers video, 3D animations and virtual objects for the upcoming eOne series “Primeval: New World” (SyFy, 2013) and the ongoing SyFy series “Haven.” The free application runs on 3GS and newer versions of the iPhone, version 2 and newer of the iPad, as well as most Android devices.

“It’s just a really unique way to engage the consumer, and has a great ‘wow’ factor,” said Glenn Karpel, director of marketing and product development for eOne. “The industry is leaning toward mobile marketing, and that’s the way people are consuming content as well.”

The application will work with the cover art of the domestic Blu-ray Disc and DVD releases of Iron Sky and Vampire Dog, he added. Consumers can launch the app, point their smartphone or tablet at the cover art, and interactive animations and trailers appear, giving users a point-of-purchase preview.

Wally Schmidt, VP of marketing and product development for eOne, said the company plans on offering an augmented reality experience for a couple of new releases each month.

“We’re always looking to join forces with innovative forward thinking companies to offer more and more content on multiple screens and platforms,” said Prentiss Fraser, SVP of worldwide sales and acquisitions for eOne Television International.

Entertainment One plans on debuting new promotional materials for other titles at New York Comic-Con Oct. 11 to 14.

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