News launches 3D Papermotion technology in Sydney and Melbourne

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News Limited is using a new Papermotion technology to add an extra dimension to print.

The interactive technology works with a computer and webcam, allowing specially-printed content to be activated. Consumers visit a purpose-built website and hold the newspaper up in front of the webcam on their computer. Displays of 3D animation, video clips, music, mini-sites and games can then be triggered.

The technology is being used to promote the new Ben Stiller film, ‘Night at the Museum II’, with News Limited and Dreamscape giving readers the chance to enter a virtual reality world, where they can interact with the movie's characters using Papermotion technology.

Using Sydney’s ‘Sunday Telegraph’ and the Melbourne ‘Herald Sun’ on May 17, children and parents will be able to see the film's ferocious T-Rex skeleton walk across their newspaper.

Details and an explanatory video are on the website. Come May 17, they click onto the promotion, and hold the advertisement to your webcam to trigger one of the 3D characters. Readers will then see their hands holding the paper, with one of the 3D animations on top. As the reader moves the paper, the image on the screen will mirror their movement.
For the benefit of those without a webcam, News has organised a competition with Logitech webcams as prizes.

News Limited group marketing director Joe Talcott says the technology will revolutionise newspapers by adding a new digital dimension: "When they put the Melbourne Cup on the front page of the newspaper, you'll be able to use this technology to watch a video of the horse winning the race.”

He says News plans to use the technology nationwide. "We'll be using it for news stories, marketing, advertising, competitions and games in the paper," he says.

See the 'Sunday Telegraph' video.

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