The Future of Augmented Reality at SXSWi

As the Interactive portion of South by Southwest (A.K.A. SxSWi) continues, augmented reality continues making major waves throughout the festival. Last year, the first mentions of Google Glasses positioned AR as the next level of digital, interactive 3-dimensional computer technology. This year, AR is now a full-blown multimedia trend. Take Marvel. It launched an AR app at last year’s SxSW Marvel House of Ideas panel, so it’s no surprise they’ve done over 600 AR executions to much fanfare in their print comics. Picture Wolverine falling from a plane—the AR app provided expert commentary on the injuries Wolverine would sustain from the impact as well as how his regenerative powers would kick in and reverse his injuries.


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