Already in 1989, we already watched, in BACK TO THE FUTURE Part II, Marty McFly (2015 version) wear virtual reality viewers that could control the home automation of the futuristic house or entertainment with AR holograms the sequel to The Shark 19 in HoloMax; we already watched Sharon Stone in the role of Lori in the 1990 TOTAL RECALL, training in tennis with her hologram; or even passing through a 1995 JOHNNY MNEMONIC, with a Keanu Reeves preMatrix, even as early as 1999 in FIGHT CLUB, where the IKEA catalog comes to life in augmented reality; up to the 2002 MINORITY REPORT, and the last immersive READY PLAYER ONE (2018) directed by Spielberg, the cinema has already given us many cult films in the past with advances in augmented and virtual reality technology.
But what is augmented reality (AR)?
This is the technology that expands our physical world, adding layers of digital information about it. Unlike virtual reality (VR), AR does not create the entire artificial environment to replace the real with the virtual one. AR appears in the direct view of an existing environment and adds sounds, videos, graphics to it.
A vision of the physical world of the real world with superimposed computer-generated images, thus changing the perception of reality, is the AR.
The term itself was coined in 1990, and one of the first commercial uses was television and the army. With the advent of the Internet and smartphones, AR has launched its second wave and nowadays it is mainly linked to the interactive concept. 3D models are directly projected onto physical objects or merged together in real time, the various augmented reality apps influence our habits, social life and entertainment industry.
The AR apps typically link the digital animation to a special “marker” or, with the help of GPS in the phones, indicate the location. The increase is taking place in real time and in the context of the environment, for example by superimposing the scores on live sporting events.
Today there are 4 types of augmented reality:
– AR based on markers, which require a viewer or camera for scanning, image recognition, QR code or marker to position and start digital, static or animated content
– AR without marker, based on the position, on the use of a GPS, which provides data based on the position of a user, such as on maps generates pop up of events / information and support for navigation / commercial announcements
– AR based on the projection, or on the interaction between the projection of synthetic light on physical surfaces, and is better known as a hologram
– AR based on overlapping, involves replacing the original version of a content with a completely or partially augmented version, in which the recognition of objects takes on a key role.
SKE! Augmented works as dedicated business unit and pays great attention to research and development in the world of virtual (VR) and augmented (AR) and mixed (XR), for the creation of advanced digital media content, to be implemented in advertising and interactive services and entertainment ones, creating the SKE! Augmented division unit, a special committee of developers, who will work the best solutions to integrate in every operating sector for SKE! Corp and our customers and partners