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Home » Augmented Reality—Just a Flash in the Pan for Ad Agencies?

Augmented Reality—Just a Flash in the Pan for Ad Agencies?

Image courtesy Nigel Parry

AR sometimes even leaves Robert Downey Jr. going in different directions.

Flash in the pan? Well, probably not, although AR as advertising’s flavor du jour was just one of the thoughts tossed from panelists at the SobelMedia event held today at the Time Warner Samsung experience Center. (I discussed it in an earlier posting earlier here.)

Actually, it seems AR will be one of the new media moneymakers of 2010 since the technology builds off the proliferation of faster, higher screen rez smart phones. Meanwhile, you’ll start to see attempts by print media to reinvent itself with the new, sexy tech, such as Esquire magazine’s Robert Downey’d December issue, which was presented in a little depth at the event by Esquire’s Creative Director David Curcurcito.

For a quick, frothy wrap up of the event turn to Kelly Samardak’s posting here.

Maybe the coffee wore off, but Kelly doesn’t mention the one app noted by a panelist that just might be immediately useful for anyone in the industry who still has to ship videocassettes around: none other than the good old USPS offers an AR app that–as long as you have a Webcam–will show you what size box you need to ship that pile on your desk. Click here to see more on that.

With the many ad agencies headquartered in New York, expect to see any number of shows, panels, and other events during the year touting this or that approach as the most exploitable angle of the technology.

While there doesn’t seem much of an immediate play for video creators in AR, the Esquire venture–the first by a major magazine–shows how moving images might still play a part.

And if you’d like useful, ongoing information about AR, check out this blog from Tish Shute, founder of Ugotrade. I spoke with Tish at the event and was impressed by her enthusiasm, writing chops, and varied background, which includes anthropology and motion control for film production.

Want to see what everyone else in the world is doing with AR in one spot? She spots June’s ARE2010 conference in Santa Clara as the one not to miss. It’s the first global conference dedicated to “advancing the business” of augmented reality.

If you’d like to meet with other New Yorkers trying to figure out AR on an ongoing basis, you might want to check out ARNY (Augmented Reality New York), which hosts monthly meetings.

About Dan Ochiva

New York City-based journalist and NYCPPNEWS founder Dan Ochiva writes and consults on film, video, and digital media technology.

Trackbacks

  1. Augmenting Reality Before Breakfast | Richard Carey > Digital Media Solutions says:
    01/24/2010 at 9:38 AM

    […] NYC Production News […]

    Reply
  2. Augmented Reality—Just a Flash in the Pan for Ad Agencies? | Sobel Media says:
    02/15/2010 at 2:24 PM

    […] FOR THE COMPLETE STORY CLICK HERE […]

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Parks has recently shifted her focus from supervisor to hands-on sound design, and we talk about how it’s never too late to pivot on your career path and find the thing you love doing wherever you are in life.

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 Film tax credits — amending existing programs to include provisions for so-called New Jersey film partners and New Jersey film-lease partners and allowing an additional $200 million of tax credits annually over 13 years.

Click this link if you want to read the full article on the Lexology site. http://bit.ly/35NtDx6

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For the music venue owners, theater producers and cultural institutions that have suffered through the pandemic with no business, the coronavirus relief package that Congress passed on Monday night offers the prospect of aid at last.

To read the full article on The New York Times’ site, click here.

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Phase 4 production guidance is available on the Film Permit website. All production activity, whether it requires a Film Permit or not, must comply with New York Forward Industry Guidance.

For more information see, please refer to the State Department of Health’s Interim Guidance for Media Production During the COVID-19 Public Health Emergency. Please review the guidelines and FAQ before submitting permit applications. The Film Office is operating remotely, so please allow additional time for Film Permit processing.

The above paragraphs contain links to the various FAQ – just mouse over the relevant words.

Nikon to Stop Making Cameras in Japan

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NVIDIA Uses AI to Slash Bandwidth on Video Calls

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Union Health Plan Dodges Film Workers’ Suit Over Virus Relief

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In an order entered Thursday, U.S. District Judge R. Gary Klausner granted the board of directors’ motion to dismiss Greg Endries and Dee Nichols’ Employee Retirement Income Security Act suit accusing board members of breaching their duty to treat all plan participants fairly.

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Read the full article on the Law360 site by clicking here.

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Anthony Russo and Joseph Russo photographed at the PMC Studio in Los Angeles for the Variety Playback Podcast.

The Russo brothers, directors of the all-time top grossing film “Avengers: Endgame,” quietly secured a roughly $50 million cash infusion for their production company AGBO from Saudi Arabia earlier this year, multiple sources tell Variety.

In a deal brokered and closed at the beginning of the pandemic, the Russos received the investment from an undisclosed Saudi bank in exchange for a minority stake in the brothers’ Los Angeles-based shop.

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