Wednesday, June 23, 2010

Total Immersion Powers New Iron Man 2 App

Los Angeles-based Total Immersion, the developer of augmented reality software, has snagged another win in the entertainment industry with 'Iron Man 2'. The firm said its is providing augmented reality features for a digital promotion around the film, as part of a marketing campaign from LG. Total Immersion said the deal, made with LG Mobile Phones, Alcone Marketing, Marvel Studios, and Paramount, will include augmented reality features as part of a limited edition Iron Man 2 comic book bundled with LG Ally handsets. LG Ally is LG's first U.S. Android phone. Among the augmented reality features are the ability for users to experience a "Iron Man" helmet when users hold a comic book up to a PC web camera, a video game controlled by moving the cmoic book, and more. Financial details of the win were not disclosed. Total Immersion has won a number of similar augmented reality deals since it placed its headquarters in Los Angeles, including powering a promotion with McDonalds over the 3D film Avatar, augmented reality baseball cards from Topps, and deals with such firms as Mattel and Nike. The firm moved its headquarters to LA in 2008.