Marvel Studios’ Eternals: AR Story Experience
Marvel Studios has launched a new augmented reality experience tied to the debut of the Studios’ latest film release, Eternals. The Marvel Studios’ Eternals: AR Story Experience takes users into the world of the new characters from the film. Users will learn the backstory of the characters in a way that combines storytelling and technology to put the characters right in a user’s home.
Eternals: AR Story Experience is meant to be done before Marvel fans see the film, which debuts in theaters on November 5. To take part in the experience fans will need to download the free iOS-exclusive app, which is available globally and in 13 different languages.
The experience features Sprite, played by Lia McHugh, an Eternal and master storyteller and your guide and teacher to learn how Eternals became part of Earth’s history over the past 7,000 years. “This experience explores AR as a storytelling medium. As you interact, the narrative unfolds seamlessly all around you. It’s an immersive cinematic experience in your own home,” said Daniel Baker, Senior Producer & Manager of Technology Innovation.
To create the experience Marvel used some of the latest AR technology to deliver the storytelling medium to users. Marvel used volumetric capture to record Mchugh’s performance from over 100 different camera angles. The team also created a 3D representation of Sprite that appears in a user’s space, whether that be a living room or backyard, or even at Disney California Adventure’s Avengers Campus.
Another new process was developed to allow film-caliber visual effects on a mobile device like an iPhone or iPad, in real-time. “After working in the entertainment tech industry for over 30 years, it’s exciting to see that mobile AR technology can finally deliver a cinema-quality experience,” said Mark Mine, Director of Technology Innovation. Marvel also used ARKit, Apple’s developer framework built specifically for AR on Apple phones and tablets. Each of the virtual characters and experiences is placed into a user’s current surroundings using ARKit, allowing users to feel like Sprite and the other on-screen characters are actually there with them.
While this AR experience isn’t going to be updated in the weeks that follow the release of Marvel Studios’ The Eternals, Dave Bushore, VP of Franchise Creative and Marketing for Marvel Studios said, “We’re very excited to be at the forefront of this groundbreaking form of storytelling, and we’re already developing more of these types of immersive experiences that deepen the fans’ connection to the Marvel Cinematic Universe.”
Marvel mentioned that there are plenty of Easter eggs within the experience that fans may not notice before seeing the new movie, so they will want to go back and do the experience again after seeing the film to catch all of the nods to the film. As Marvel continues to push the boundaries of what they can do with storytelling and fan-favorite characters, this new technology should allow them to bring more intimate stories to life in a way that allows fans to feel like they are getting something special just for them.
I am a theme park journalist who’s always dreaming about my next ride on a rollercoaster, my first steps into a highly immersive land, or tasting the latest theme park
I am a theme park journalist who’s always dreaming about my next ride on a rollercoaster, my first steps into a highly immersive land, or tasting the latest theme park food, whether it’s Instagram-worthy or not. My work has appeared on multiple outlets like Popsugar, Insider, Reader’s Digest, TravelPulse, Buzzfeed, Observer, Family Vacation Critic, and more. I’m currently working towards visiting every Disney theme park around the world and ranking every Disney park snack you can buy. In addition to theme parks, I enjoy cooking and baking for my family. You can follow my theme park adventures on Twitter at @megand513 and on Instagram @minglingwithmegan.