Augmented Reality for Spider-Man

Dec. 16, 2018, Culver_City. The full paper, by Donovan Russo, special to CNBC.com

Sony has enhanced the new animated film "Spider-Man: Into the SpiderVerse" to break new ground with augmented reality (AR) technology as a production and marketing tool. Sony collaborated with the 8th Wall cross-platform AR startup, and Trigger, a mixed-reality agency.

8th Wall's Erik Murphy-Chutorian said the promotional effort included using AR so fans can engage with the film franchise by taking pictures of themselves with Spider-Man via smartphones.

Another challenge was using AR to enhance the storytelling experience of the movie, since different incarnations of the title character appear and interact with each other.

Said Amazon Sumerian's Kyle Roche, "You're no longer just watching the film; you can be a part of it and interact with the storyline and characters in a way never before possible."