"Comes to life" when fans use their smartphones to scan the 'Zapcode'.
A 'One Direction: This Is Us' official digital movie poster has gone live for fans to interact with.
The pop sensation and Sony Pictures unveiled the poster to promote the group's upcoming 3D movie.
The poster includes an array of fan-submitted photos from around the world. It launched in the US with Yahoo Movies, AOL Moviefone, and MSN Movies, and in the UK with The Sun, as well as various other sites in international markets.
The tribute poster “comes to life” when fans use their smartphones to scan the 'Zapcode' on the poster. This unlocks an augmented reality experience and exclusive video content of the band.
The Zappar app is free to download in the App Store or via Google Play.
A digital version of the poster, which will include more fan photos within the mosaic, will launch online in early May at www.1DThisIsUs-movie.com.
The movie is directed by Morgan Spurlock and will hit cinemas in the UK on August 29th, and in the US on August 30th.
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