Despite a mixed reception and a less-than-futuristic box office performance so far, Disney’s Tomorrowland is leading the way in mobile applications.
Perhaps unusually for a movie with a retro sci-fi theme, the print campaign for George Clooney‘s gadget-fest is the first to utilize Shazam’s new visual recognition software, which operates through your camera phone. It’s been in operation as an audio-based system up to now.
Aiming your lens at the poster allows the device to access interactive Tomorrowland content and advertising-based material in what sounds like a pocket-sized riff on Minority Report. Brad Bird‘s action adventure has been branded “Shazamable” as a result!
The pioneering company (based in the UK) have also struck a deal with the music arm of Uncle Walt’s digital empire. Other corporate entities are involved, with perhaps the most exciting being Warner Bros and their forthcoming Batman: Arkham Knight game release.
Will this be the future of marketing for the studios, or is it an intriguing flash in the SIM-fuelled pan? Shazam are currently valued at $1 billion, so it seems they have little to worry about for the time being.
