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AR-Powered Film Marketing Company, Really Appoints Peter Gaida for Asia Expansion

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variety.com
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Patrick Frater Asia Bureau Chief Really, a company that creates augmented reality content for theatrical release movies has hired veteran media executive Peter Gaida as its chief commercial officer in Asia Pacific.

The appointment is part of a wider expansion into Asia by the AR company. Founded by media entrepreneur James Andrew Felts in 2017, Really creates “highly functional, large-scale AR content” that it delivers weekly.

These can be released on a consistent schedule with immediate access to updates and changes. The platform claims to reach millions of moviegoers monthly via a partnership with Regal Cinemas.

It has released over 500 AR activations for studio content and global brands including Tencent, 3M, M&M’s and Geico. The experiences drive an average 186-second dwell time per session with an average 42% photo save rate and an average 36% click-through rate to promotion opportunities.

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