As the geek world celebrates the tenth anniversary of the first Matrix film, we find ourselves in an age of unprecedented technological integration. We have iPhones. We have Kindles… and now we have really freakin’ cool Star Trek Ads.
These are the newest in a trendy series of “augmented reality” interactive experiences. Basically, the software utilizes your webcam to recognize visual clues and interpret them into real time graphic renderings. In the case of the link above, a small printout of a Star Trek movie poster becomes the tactile control of a three dimensional, on screen schematic of the Enterprise ship. It’s really quite impressive.
The technology isn’t incredibly new; Sony made wide use of this technique with its promotions for the Eye of Judgement game. What is new, though, is the multitude of ways this technology is being explored. Other Star Trek augmented reality promos involve using Verizon Wireless cell phone screens as the trigger. Which makes me wonder… where do we go from here?
While these promotions are all interesting, I see augmented reality as becoming something far more than a visual parlor trick. Just imagine all the different triggers you can use or the applications for this technology. Subway maps can become fully interactive information kiosks. “You are here” becomes a tangibly 3d revelation instead of an ambiguous dot. Ford can show you what it looks like from the inside of a new Mustang at any bus stop in the world. Gap can show you what their new line of Summer dresses will look like on you without ever having to set foot in the store.
Does augmented reality have a future? Who knows. After all, whoever thought we’d be seeing 3d movies again?
