Dutch horror movie App will encourage audiences to use its companion app to enhance to the film-watching experience.
The film, which appears to involve a killer version of Siri called Iris, has a free app for both Android and iOS. The app was designed by Service2Media and uses the automatic content recognition technology seen in Shazam and Soundhound. The app then tracks the progression of the film and sends text messages to the viewer in real-time.
It's certainly an ambitious project, and it seems to have some serious support — Variety first reported that the film will open on 110 screens in the Netherlands on 4 April. There's no news about distribution to English-speaking countries.
Could App's app add enough of a difference to the film's experience to make it worth putting up with a cinema full of people staring at their phones? It remains to be seen, but one thing is sure: if it's even mildly successful, we won't have to wait too long for the obligatory US remake.