Beyond Pokemon Go: augmented reality catches Jon Hamm at Sundance

By Piya Sinha-Roy PARK CITY, Utah (Reuters) - Attendees at the Sundance Film Festival can use augmented reality (AR) to hang out with "Mad Men" star Jon Hamm or assemble a human brain, as makers of the new immersive technology seek to engage independent filmmakers. The Sundance premiere of "Marjorie Prime," a film starring Hamm as a hologram character, gave virtual reality (VR) startup 8i the chance create the 'HoloHamm,' an AR hologram of Hamm to drum up buzz for the movie.