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USA TODAY Launches First Entertainment Augmented Reality Experience Ahead of Oscars

MCLEAN, Va.–(BUSINESS WIRE)–Feb 18, 2019–USA TODAY, part of Gannett Co., Inc. (NYSE: GCI), today launched “Oscars AR: The costumes and creators,” its first entertainment augmented reality (AR) experience ahead of the 91 st Academy Awards, offering audiences a unique up-close and personal look at the costume designs and their creators from major nominated films.

The collaboration between the award-winning USA TODAY emerging technology team and USA TODAY Life team gives viewers exclusive and direct access to hear from Oscar-nominated designers from “Mary Poppins Returns,” “The Favourite,” “Mary Queen of Scots,” “Bohemian Rhapsody,” “Black Panther” and “BlacKkKlansman.” USA TODAY worked directly with each of the designers to tell the story of their costumes and their experiences on set, with an interactive, 360-degree look at the pieces through AR.

In this experience, the emerging technology team pushed the boundaries of innovative storytelling using the latest photogrammetry techniques to capture and create each costume. The team worked closely with the Fashion Institute of Design Merchandising, collaborating with the 27 th Annual Art of Motion Picture Costume Design team and its engineers to shoot each costume and bring the AR experience to life for USA TODAY’s audience.

The interactive Oscars experience quickly follows USA TODAY’s first 2019 AR release in January, an experience featuring Washington Capitals defenseman John Carlson with audio narration by him discussing his career as a professional hockey player. The continuation with the release of the Oscars AR experience reflects the USA TODAY NETWORK’s commitment to experimenting with emerging technologies and immersive formats to engage audiences in new and different ways. More than a dozen emerging technology projects are currently in the pipeline for 2019.

“Unlike many other AR experiences, our goal wasn’t to use AR to tell part of the story. Our AR experience is the story,” said Ray Soto, Director

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