Some film posters might soon have more to offer than graphics and titles.

Disney created the first augmented reality campaign for a major motion picture to promote the Prince of Persia: Sands of Time. If users launch Layar, an augmented reality app available for iPhone and Android, near a specially-marked poster for the movie, they’ll be presented with a character from the film. The character prompts them to watch the trailer and offers the opportunity to play a short game.

If users answer three questions correctly, they are awarded points at Movie Minutes, a website that offers movie-related merchandise and DVDs. The campaign is taking place exclusively in the Netherlands right now, targeting users in close proximity to movie theaters.

Major brands are taking notice of the unique opportunities that augmented reality provides and finding creative ways to use the technology. Expect to see more of the same soon, in a theater near you.

Originally posted at Speaking of Social Media.