A new Dutch film apply named APP will use a second screen application as a companion to the film. The app utilizes the SyncNow Automatic Content Recognition (ACR) technology. ACR makes second screens content-aware, delivering a package of enhanced features and information that are relevant & synchronized with the content playing on the main screen. Viewers are asked to download the app (available in iOS or Android) before going to see the film. APP’s app will offer 35 moments in the film where additional information or content will be accessible to enrich the movie viewing experience.
This second screen feature is an interesting concept that is probably not a good gimmick for just any film. Other filmmakers (I believe Kevin Smith was the first) have used audio companion downloads that provide the director’s commentary that you’d time to synch with the film. However, APP’s story line makes it relevant since it involves a young psychology student who is addicted to her smartphone and after a long night of partying – discovers a mysterious app named IRIS has been downloaded on her phone.
APP Official Trailer: