The future is now! Paramount is planning something straight out of the 22nd century for the DVD release of the Star Trek movie. I’m not even sure how this is possible but, apparently you’ll be able to shoot Romulans using your DVD box. No, that is not a joke. Here’s the details from Variety:
With the packaging feature dubbed “augmented reality,” consumers will be able to hold their disc packaging in front of any standard webcam to unlock an interactive hologram on the computer screen, through which they can tour five cabins on the Enterprise, even shooting enemies from the ship’s deck.
Users will have to log in to a website to access the feature, but they control the hologram by holding the disc packaging.“If you took the visual cue in the package and turned your hand, then you’re turning the ship,” Paramount homevideo senior VP of brand marketing Bob Buchi said. The technology has been used before for magazine covers and other types of product packaging, though this is a first for a major home entertainment release.
An early, primitive version of this feature can be accessed at Experience-the-Enterprise.com, and that should give you a pretty good idea of how it’ll work.
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