Movies like A Wrinkle in Time and Ready Player One are making use of the technology offered through Facebook’s AR Target Tracker to create highly immersive and engaging digital experiences for fans.
As part of a closed beta, brands, publishers, artists and developers are able to create AR content to dynamically enhance everything from images and posters to logos and real-world signage. To access an experience, users may scan a QR code to call up special effects that appear as overlay elements on the Facebook camera. As Facebook describes, this technology is meant to create a shift from ephemeral to persistent AR experiences: "the movie poster exists all over the world so anyone in front of [the] poster can have the same experience since the AR is tied to that poster. This allows us to transcend time and space and to provide a consistent experience to our Facebook community."
Later this spring, Facebook plans to release a toolkit for all developers so that its AR Target Tracker will be widely available.