Press release -

Universal Pictures partner with Aurasma to celebrate 100th Anniversary: Watch the movies come to life in a brand new way

To celebrate the 100th anniversary of Universal Pictures, augmented reality platform Aurasma has teamed up with Universal Pictures to bring to life its most famous titles through a unique range of celebratory Blu-ray and DVD sleeves. This will give the consumers an opportunity to watch the movies come to life in a brand new way.

With titles including Back to the Future, King Kong, Apollo 13, Jurassic Park and many more, film fans can now relive the magic from their favourite movies like never before. Aliens, vampires, gladiators and blues brothers will burst into virtual life when users of the Universal 100 app – powered by Aurasma’s augmented reality technology – point their smart device at one of 12 limited edition sleeves.  

Martina King, Managing Director at Aurasma, commented:

”We are thrilled to be working with Universal Pictures on such a legendary milestone, celebrating 100 years of rich film history and cultural legacy. It is exciting to bring these iconic characters to life using augmented reality. The collectible sleeves are a great way to commemorate the occasion and we are so proud to be involved.”

The Universal 100 app powered by Aurasma is available to download for free from your local App Store.

It can be used on the following handsets:

  • iPhone 3GS
  • iPhone 4
  • iPhone 4s
  • iPad 2
  • iPad 3
  • HTC Desire S
  • HTC Desire HD
  • HTC Sensation XE with Beats Audio
  • HTC Sensation XL with Beats Audio
  • HTC Vision
  • Motorola MOTWX435KT
  • Samsung Galaxy Note
  • Samsung Galaxy S II
  • Samsung Nexus S
  • Sharp Lynx SH-03C
  • XPERIA acro IS11S
  • NEC MEDIAS Tab N-06D
  • Samsung Galaxy Tab 10.1
  • HTC Nexus One
  • Motorola RAZR XT910
  • Motorola MotoA953

An instruction film how this innovative range of DVD and BD products work can be seen here (click the link): Augmented Reality Instruction Film

The following Augmented Reality enhanced titles will be released in Sweden, Norway, and Finland on November 21, 2012, and in Denmark on November 20, 2012:  Apollo 13, Back to the Future, Jurassic Park, The Birds, Blues Brothers, The Mummy, Gladiator, The Bourne Ultimatum, Mamma Mia, King Kong, Paul and Dracula.


Aurasma is the world’s first visual browser – a new augmented reality technology that merges the physical world with the virtual. Available as a free app for newer iPhones, iPads and high-powered Android devices or as a free kernel for developers, Aurasma uses advanced image and pattern recognition to recognise and understand real-world images and objects in much the same way as the human brain does. It then seamlessly blends the real-world with rich interactive content such as videos and animations called “Auras”. Auras can be created for printed images, product packaging, clothing, physical places and users can even use the app to create and share their own. Since its launch in June 2011, Aurasma has had more than three million downloads.  Over 3,500 partners in markets including retail, fashion, sport, automotive, consumer electronics, entertainment, advertising and publishing are using the free technology in their campaigns, on their products or embedding the technology in their own applications.  Aurasma was developed by and is part of software company Autonomy – an HP Company.


  • Cinema, Film, Photo

Universal Pictures is a division of Universal Studios ( Universal Studios is part of NBCUniversal. NBCUniversal is one of the world’s leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment networks, a premier motion picture company, significant television production operations, a leading television stations group and world-renowned theme parks. Comcast Corporation owns a controlling 51% interest in NBCUniversal, with GE holding a 49% stake.


Jesper Nordgren

Press contact Publicity & Social Media Manager PR & Social Media +46 (0) 720 774 134