The new Transformers: Revenge of the Fallen has released today and besides all the awesome Baysplosions! and Megan Fox sexyness there is a pretty amazing piece of tech included with the DVD/Blu-ray. And no I don’t mean the Autobots. It’s a little piece of digital imaging trickery that falls under the term “augmented reality”. What it’s supposed to do is, by using a digital video camera (such as a webcam or cellphone camera), add some extra material to the viewing experience. It’s a little hard to explain so I have embedded a nice little demo video for you.

Transformers: Revenge of the Fallen – The Optimus Prime Experience @ Yahoo! Video

Pretty cool right? So if you own a copy of the 2-Disc DVD, or the Blu-ray, all you need to do is head to OptimusExperience.com and use your movie packaging to join in the fun. You don’t even need to put the movie in your computer. I actually got to try it out and it’s really responsive and easy to use, but it works best if you have good lighting. And don’t worry if you picked up a special edition version such as the Bumblebee case or Steelbook, they either work right away or give you a special photo that you can use instead.

It’s a neat little piece of tech and marketing but I would like to see this used as promotional material in the future. Such as handing out flyers at a movie theater or in the mail for viral marketing and having you log into a website where it recognizes the flyer and provides challenges/quizzes leading up to the film’s release.

Also attached are some behind the scenes special features that are included in the 2-Disc DVD and Blu-ray.

Transformers: Revenge of the Fallen – Behind the Action @ Yahoo! Video

Transformers: Revenge of the Fallen – Explosions @ Yahoo! Video

Transformers: Revenge of the Fallen – Robot Design @ Yahoo! Video
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