Ron English’s Abraham Obama

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By Sonia Zjawinski

In the movie Back to the Future II, a gigantic shark from a mock Jaws sequel springs out of a theater marquee and engulfs Michael J. Fox. Now, a Canadian company has developed a way to print lifelike holographic posters that could make that kind of eye-catching advertising possible.

Last week, 10 U.S. theaters rolled out full-color 3-D posters with motion and photorealistic detail to promote the movie How She Move. Made by Quebecois company RabbitHoles, the advertisements feature one of the film’s characters tearing up the dance floor in an eight-second clip that can be “played” in 3-D by walking from left to right of the poster. Despite the images’ slightly transparent quality, what you see is pretty close to the real thing.

“The sensation you first get when you look at this is your mouth automatically responding with, ‘Oh my God,’” says Michael Page, visiting professor at the University of Toronto’s Institute for Optical Sciences and a RabbitHoles board member.

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