Star Trek Into Darkness Super Bowl Trailer and AR App Coming

Monday at the Consumer Electronics Show (CES) in Las Vegas, Paramount announced their Star Trek Into Darkness Augmented Reality app for iOS and Android that will first major use with the February 3rd Super Bowl XLVII trailer for the movie. Considering a 30 second ad is costs around $4 million, its safe to assume the ad will more more then just a retread of the first trailer.

According to StarTrek.com, users will be able "to engage an array of Star Trek Into Darkness-related materials by employing their real-life surroundings to auto-complete integrated missions by utilizing geo-location recognition, audio scan and image recognition functionality powered by Qualcomm Vuforia. The audio scan function can be turned on to automatically recognize and reward users for watching Star Trek Into Darkness content on TV and in other media, while the geofencing function will enable location-based experiences and the image scan function allow users to interact with images viewable or printed in the real world." The free app is expected to be released by the end of January. You can also click here for a CES sweepstakes to win tickets to the Star Trek Into Darkness premiere and get early access to the application.

Press Release:

PARAMOUNT PICTURES AND QUALCOMM ANNOUNCE UNPRECEDENTED “STAR TREK INTO DARKNESS” APP USING CUTTING EDGE TECHNOLOGIES

KICK-OFF WILL BEGIN WITH THE ABILITY TO UNLOCK THE FIRST OF MANY SURPRISES DURING THE SECOND QUARTER OF THE BIG GAME THIS FEBRUARY
LAS VEGAS, NV (January 7, 2013) – Paramount Pictures, a division of Viacom Inc., and Qualcomm Incorporated (NASDAQ: QCOM), through its subsidiary Qualcomm Labs, Inc., today announced that Gimbal™ context awareness technologies will be used to deliver exclusive content and advanced real world game experiences for the “STAR TREK INTO DARKNESS” application based on the upcoming movie from J.J. Abrams.

These cutting edge technologies are being showcased in a never before-seen way and will enable users to automatically engage with a wealth of movie related materials by utilizing their real-life surroundings to auto-complete integrated missions by employing audio scan, geo-location recognition, and image recognition functionality powered by Qualcomm Vuforia. The “STAR TREK INTO DARKNESS” app will launch at the end of January. Qualcomm’s Chairman and CEO Dr. Paul E. Jacobs made the announcement today during his keynote address at the International CES show in Las Vegas.

During the second quarter of the big game, the app will allow users the ability to unlock the first of many surprises during the airing of the “STAR TREK INTO DARKNESS” tv-spot, making this one of the most unique and interactive apps ever created for a movie. As a bonus, users who register for the app will be automatically entered into a sweepstakes for the chance to win a VIP trip to the U.S. premiere. To be the first to get the app and enter the sweepstakes, visit www.StarTrekMovie.com/CES.

“We are excited about collaborating with Paramount on this app as it further brings to life Qualcomm’s vision of the digital sixth sense, where devices intelligently interact with the world around you,” said Dr. Jacobs. “By leveraging the Gimbal platform, this app harnesses the power of the smartphone to bridge the digital and physical world, allowing the studio to market the film in the real world and simultaneously bring users into the film’s story and world.”

Highlights of the “STAR TREK INTO DARKNESS” app include:
• An audio scan function that can be turned on to automatically recognize and reward users for watching “STAR TREK INTO DARKNESS” content on TV and other media;
• An image scan function that enables users to interact with images printed or viewable in the real world;
• A geofencing function for location-based experiences;
• New “STAR TREK INTO DARKNESS” content, such as videos, images and wallpapers delivered directly to users’ mobile devices;
• Exclusive opportunities and special offers only available to app users;
• One lucky sweepstakes winner will be rewarded with the grand prize of attending the “STAR TREK INTO DARKNESS” U.S. premiere.

“STAR TREK INTO DARKNESS” is written by Roberto Orci & Alex Kurtzman & Damon Lindelof and directed by J.J. Abrams. Abrams is producing with Bryan Burk through Bad Robot Productions, along with Lindelof, Kurtzman and Orci. Jeffrey Chernov and Skydance Productions’ David Ellison, Dana Goldberg and Paul Schwake are the executive producers.

“STAR TREK INTO DARKNESS” opens in theaters everywhere May 17, 2013.