SOFTWARE / RAMANAIDU STUDIOS
AppStar
Film stars, stepping out of the poster. Tracked live, in cinema-foyer light, with no marker.
An augmented reality app for the Telugu film Nene Raju Nene Mantri that let fans photograph themselves standing with Rana Daggubati and Kajal Aggarwal.
Client
Ramanaidu Studios
Year
2017
Discipline
Software
Downloads
500,000+
Services
AR, Mobile, Campaign
The brief
Turn film marketing into something fans could enter.
Ramanaidu Studios wanted a launch campaign people would take part in rather than simply watch — one that ended with a photograph worth sharing.
The constraint
The magic had to survive the real world.
It had to recognise a paper poster in the unpredictable light of a cinema foyer, run on whatever phone a fan was carrying, and place the star convincingly in the scene.
FILM / APPSTAR
A star, stepping out of a poster.
THE INTERACTION
Point at the poster.
Fans aimed a phone at any film poster and the star stepped out of it. The whole thing resolves into one picture — the fan, standing beside the star. Cinemas ran it in their foyers, which turned distribution into part of the campaign.
A photo worth sharing
Social sharing carried the campaign for free.
WHAT HAPPENED
500,000+ downloads around a ₹450M box-office release.
500,000+
Downloads.
₹450M
Box office.
₹120M
Production budget.
Client words
D. Suresh Babu
Producer; Managing Director, Suresh Productions
“AppStar turned a film poster into an experience fans could enter. It was immediate, easy to use in cinema foyers, and produced the one thing audiences wanted to share: a photograph with the stars.”
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