As Pokemon Popularizes Augmented Reality, Hollywood Explores AR’s Potential
AR is poised to become ubiquitous, predicts Ben Grossmann, who won an Oscar for the visual effects on Hugo and is now a co-founder and CEO of Magnopus, a L.A.-based firm that is developing applications for AR and other emerging technologies.
Various Hollywood studios have already shown a keen interest in AR as well — among them is Twentieth Century Fox’s Fox Innovation Lab, which is testing systems such as the HoloLens.
AR "could be applied to all walks of life, in theory,” says Danny Kaye, executive vp of global research and technology strategy at Fox Home Entertainment, who also co-manages the Fox Lab.
“One of the most amazing things about the HoloLens is the tracking,” Grossmann explains. “Early AR systems gave people a headache because the latency between the graphics and real world would slip. The HoloLens nailed tracking and matches the real world. Plus it’s all mobile, so you have a platform to start imagining what's possible.”
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