Total Immersion Signs McDonalds On Avatar Promotion

Los Angeles-based Total Immersion, which develops software for "augmented reality"--combining real life video with computer generated graphics and interactive features--said today that it is in a promotion with McDonalds around the new film 'Avatar'. According to Total Immersion, McDonald is incorporating the firm's technology in product packaging in the U.S. for Big Macs. Customers of McDonalds can interact with three dimensional environments featuring the characters, fauna, and flora in Avatar by putting the boxes in front of a web camera. Financial impact of the deal was not disclosed. Total Immersion said the promotion has the possibilit of reaching "hundreds of millions" of people worldwide, and is the widest use of augmented reality it has seen.