The horror! The AR!

Citadel, a psychological horror film had a different kind of poster at last week’s SXSW Film Festival in Texas. The poster used Aurasma Technology, which looks like static content to the naked eye, but which comes to life when a smartphone is pointed at it.

Realise Digital have collaborated with Sigma Films (Glasgow) and Bl!nder Films (Dublin) to create an Augmented Reality experience around their new film, Citadel, the psychological horror debut from writer/director Ciar√°n Foy.

The film, which premiered at the SXSW Film Festival in Texas this past weekend has been creating excitement and buzz with a poster that allows the viewer to get an insight into the story using Aurasma Technology.

When you point your mobile device at the poster, which has been appearing around Austin Texas, the static content comes to life to reveal scenes from the film.

Where previously, film posters have simply augmented trailer footage to offline film marketing, the Citadel poster (below) is a bespoke edit designed specifically for the festival audience.

Viewers are then invited to interact further via Facebook.

Realise are developing Augmented Reality applications for a number of clients including Tottenham Hotspur and Channel 4. However, this is the agency’s first application of the technology to compliment the marketing of a feature film.

“Aurasma is rapidly transforming the digital landscape. This is the beginning of truly integrated marketing, the breadth of content and interactivity we can now deliver is astounding. The entertainment world is perfectly set to embrace Aurasma technology. And Citadel, being a film that explores many themes, is an ideal candidate to educate and excite the audience through a deeper, mobile experience.””

Don Smith, Executive Creative Director, Realise.

‚We are very excited to be one of the first films to use this new technology. It’s a revolutionary way to tease and attract an audience to your film and SXSW is the perfect place to employ this innovative app‚ .

Brian Coffey / Katie Holly, Producers – Sigma Films / Bl!nder Films.

Citadel Synopsis:

The dilapidated suburbia of Edenstown casts a shadow over Tommy Cowley’s life. Trapped there by his agoraphobia since his wife was fatally attacked by twisted feral children, he now finds himself terrorized by the same mysterious hooded gang, who seem intent on taking his baby daughter.

Torn between the help of an understanding nurse and a vigilante priest, he discovers that to be free of his fears, he must finally face the demons of his past and enter the one place that he fears the most…the abandoned tower block known as the CITADEL.

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