Usually, flying into unknown territory would mean riding into the "danger zone", but Paramount and Snapchat are taking the trip anyway with one of Summer 2020's most anticipated movie sequels.
While "Baby Yoda" from The Mandalorian threatens to overshadow it, Star Wars: The Rise of Skywalker arrives in theaters next week, which means it's time for Disney and Lucasfilm to ramp up its promotional strategy.
There may be questions from some about the future of Magic Leap, but in Japan, The Force is with the augmented reality startup.
Magic Leap took years to launch, but when it did, the company managed to quickly become the leading rival to Microsoft's HoloLens (at least when it comes to experimental immersive experiences).
Silicon Valley-based startup 8th Wall has spent much of the last few years building a reputation for enabling AR experiences that are platform agnostic via web browsers and mobile apps. Now, 8th Wall is promising to give developers the freedom to build and host AR experiences from anywhere via a simple web browser.
Dark mode themes for mobile apps are all the rage these days, but YouTube is taking that a bit literally with its latest augmented reality experience.
Imagine sitting on your patio, scrolling through your phone's photos, reminiscing about the past. Now imagine being able to see those photos floating in the air, at the exact vantage point from where they were taken a year ago.
Whenever the name Magic Leap comes up, the talk inevitably seems to turn to the company's big-name backers and "unicorn-level" amounts of cash poured into the venture. And if it's not that, observers tend to focus on the company's market strategy and overall prospects.
Fans of the friendly neighborhood Spider-Man have yet another way to experience the web-slinger in augmented reality.
With the third season of Netflix's hit series Stranger Things set to debut July 4, it's time to crank up the hype machine, this time, in augmented reality.
While the audio experience is solid on Galaxy phones, it isn't the absolute best out of the box. That's because Samsung has partnered with Dolby Laboratories to provide its industry-leading sound technology known as Dolby Atmos, but it's turned off by default. Once enabled, your audio experience will go from good to great.
Augmented reality has taken the advertising industry by storm, but the technology has a steep learning curve. Luckily for advertisers, Unity is here to flatten the curve a bit.
Augmented reality is often likened to granting superpowers to mere mortals, but what about mutant powers?
There are only three more episodes of Game of Thrones left before the saga is over, but Magic Leap is capitalizing on the series' popularity while it still can.
Mobile app publishers are using augmented reality to solve everyday measurement problems from measuring the length or height of items to previewing furniture in the home.
Although Apple's Animoji game is strong, as recently exampled by its Ariana Grande collaboration, Google isn't slacking either, unleashing a far more immersive music experience for smartphone users.
The ability for apps and devices to determine the precise location of physical and virtual objects in space is a key component of augmented reality experiences, and the latest advancements in Bluetooth technology may have a hand in facilitating such location services in the near future.
This year's holiday shopping season is shaping up to be fertile ground for augmented reality to show its worth, as both Walmart and Target have crafted immersive experiences designed to engage shoppers in the coming weeks.
In the waning days of October, at the Innovation Tokyo 2018 conference, attendees got their hands on some of the new augmented reality experiences that Niantic is working on through its Real World Platform.
A sizzle reel just released by augmented reality cloud company 6D.ai shows off what kind of hyper-realistic AR experiences developers can build with its SDK.
Despite the relatively small size of Magic Leap's first annual L.E.A.P. conference, there was a lot to see and experience. Apparently missed by many was one of the best experiences I had at the event: Wingnut AR's unreleased Pest Control game.
Two companies armed with web-based augmented reality tools, Vertebrae and Shopify, are ready to help online retailers boost their sales.
The latest sponsored augmented reality experience on Snapchat from a movie studio might be its scariest — and perhaps most popular — yet.
It looks like Snapchat is becoming the MTV of augmented reality. On Thursday, Ariana Grande, with her new album Sweetner, joined Drake and Nicki Minaj and other artists who are pushing new releases through Snapchat's Shoppable AR e-commerce platform.
In the wake of the smoke from the meticulously orchestrated launch of Magic Leap One, the company has revealed what "leapers" can expect to experience via Lumin OS when their devices arrive between now and the end of the year.
On Thursday, Epic Games released Unreal Engine 4.20, which finally includes support for the latest iterations of ARKit and ARCore, as well as Magic Leap One early access.
Magic Leap CEO Rony Abovitz doesn't engage in tweetstorms often, but when he does, those tweets are bold, exceedingly confident, and there's usually a strong takeaway regarding what the company is or isn't doing. But on Thursday, Abovitz's latest tweetstorm sent an unusually flustered message: We promise, the magic we're telling you about it better than anything you've seen on video.
Augmented reality experiences created in Lens Studio now have a permanent home in the Snapchat app. On Tuesday, Lens Explorer will begin giving users access to a scrollable screen full of a variety of new Lens Studio creations.
The spirit of Google's Tango augmented reality platform lives on at Vivo, a China-based company that has developed its own 3D sensor for mobile devices.
Another entrant into the do-it-yourself AR content creation market has emerged, as Zappar has updated its ZapWorks Studio software to include features for development newbies.
With the announcement of ARKit 2.0 at WWDC 2018, Apple is bringing some powerful new capabilities to mobile augmented reality apps this fall.
Department store chain Target is the latest retailer to offer an augmented reality cosmetics app for customers to virtually try on lipstick.
Last month, we told you about U2's new augmented reality-powered music tour. But if you don't have the means to travel to the show, the group recently revealed an inside look at what it will be like and what inspired the band to dive into immersive technology.
Part of the Star Wars: Jedi Challenges experience that was once exclusive to users of Lenovo's Mirage AR headset is now available to anyone with an ARKit-compatible iOS device.
The augmented reality and VR arm of Verizon, Envrmnt, wants to make it really easy for anyone to create AR apps.
The augmented reality cloud and multi-user experiences are shaping up to be one of the hotter areas of augmented reality, and now Google is the latest entity to back these emerging branches of AR.
The oldest Zen temple in Kyoto, Japan, is now firmly rooted in the future with the launch of the MR Museum on Thursday.
Moviegoers who arrive at the theater early are no longer a captive audience for the ads, trivia, and miscellaneous content that precede the movie trailers than run before the feature presentation, as the ubiquity of the smartphone has become the preferred distraction for early birds at the theater.
In a LinkedIn post published on Tuesday, Microsoft's leading advocate for the HoloLens made a prediction that the mixing of immersive technologies will define augmented reality in 2018.
During the unveiling of its content partnership with the NBA, Magic Leap CEO Rony Abovitz, with an assist from former player/current pitchman Shaquille O'Neal, described at least one of the ways fans would be able to experience sports using the augmented reality device.
