Welcome to the Golden Era of Film... Previews.

With augmented reality (AR) we’ve developed applications that instantly launch movie previews just by pointing your phone at the poster. No more making choices purely on jazzy posters and a good rating on IMDB.

Ten years ago, the digital age sped up and raised red flags to film companies. I was 13 back then, and was thrilled by the possibility to download an entire movie from the Internet (... illegally). Rather than going to the theatres, I could spend that $10 on my favourite sparkly gel-pen collection. Win!

Ten years later, I grew up (or so I thought). The CEO of 20th Century Fox did not jump. Alliance Films is still making Oscar-winning movies, and thankfully, people are still going to movie theaters.

There is something about going to the cinema, so unique, that no home theater can offer the same level of satisfaction. Sitting with butter flavor oil-slicked popcorn and a 64oz Sprite the size of your face, the trailer plays, giving you the perfect excuse to lean into your movie date and whisper, “Oh, we’re definitely seeing that”.

Image from Digital Trends

Not only can previews throw audience into a frenzy of anticipation; they are also one of the most important marketing investments film companies can make. One of the most popular channels to play trailers is during Super Bowl Commercials. However, is it the most cost-effective way to advertise a movie? CBS charged as much as $4 million for a 30-second commercial to be shown during Super Bowl XLVII; and it kept rising. Is this enough motivation for film marketers to find low cost and unconventional ways to distributing movie trailers?

Recently, we have been making moves to cater to film marketers who are up for a new adventure.

We want to save movie-goers from the disppointment of their film-of-choice being sold out, gazing starry-eyed at the “Now Playing” posters plastering the movie theatre walls. With augmented reality (AR) we’ve developed applications that instantly launch movie previews just by pointing your phone at the poster. No more making choices purely on jazzy posters and a good rating on IMDB. Another benefit AR can offer to film marketers is an added dimension of digital effects that can leave a lasting impression in the audience's mind. Here is an example:

Django Trailer Unchained from Merchlar on Vimeo.

Part of the magic of the movies is sitting in the dark with a bunch of strangers while riding whatever cinematic roller coaster you’ve chosen. Movies are meant to be experienced on the big screen, we see this even more with the advent of 3D and special cinemascope films. Take a walk through our own virtual movie poster gallery with our latest mobile application for Sarila! Going to the movies should be just as special as it was in the Golden Era of film.

What’s your pick for movie night? Would you use a universal app that allows you to instantly connect posters to movies? Drop us a line in the comments.