By The Drum Team | Editorial

May 2, 2012 | 1 min read

Universal Pictures has celebrated its 100th anniversary by unleashing a host of augmented reality film characters on HMV's flagship store on Oxford Street in London.

Using Aurasma's augmented reality technology, customers could have their picture taken with the T-Rex from Jurassic Park and see a range of other characters come to life by hovering their smartphones over film sleeves.

Martina King, managing director at Aurasma, said: "What we've created together is a wonderful testimony to the movie magic Universal has given us over the last 100 years and to their ability to engage audiences in completely new digital ways."

To tie in with the celebration a special range of 15 DVD and Blu-ray titles, including Mamma Mia! The Movie, The Birds and Gladiator, are now in stores featuring augmented reality cover art.