Sony Pictures launches augmented reality film promo campaign

Battle: Los Angeles makes its debut as a layer for Layar.

Film studio Sony Pictures is using augmented reality platform Layar to promote the Blu-ray, DVD and digital release of its Battle: Los Angeles movie.

The studio worked with Zehnder Communications on the campaign, which takes the form of a layer within Layar's reality browser mobile app. Users can see 'alien commanders and battle drones' as they look around their real-world location, as well as attacks on virtual US landmarks.

Users are encouraged to take screenshots to share on Facebook and Twitter. Meanwhile, the layer also features standard marketing elements, including streaming trailers, a competition to win a PlayStation 3 console and the ability to pre-order the film from Amazon.

Layar says the campaign shows off some of the new features in its Layar 5.0 platform, including social screenshot sharing, 3D virtual models and a mixture of 'locative and dynamically generated POIs'. Which means that some content can appear anywhere, but some is restricted to specific locations - including in this case hovering over the US White House.

Here's a video showing off the campaign: