Facebook is putting augmented reality experiences on Ready Player One posters

Facebook is adding a new augmented reality feature called target tracking, which lets people launch AR experiences by pointing their phone at an image. Target tracking is in a closed beta for developers, but Facebook users can check out simple, animated experiences on posters from Ready Player One and A Wrinkle In Time. They can also get the experience by scanning a QR code. A toolkit for developers should be released publicly later this spring.
This is a very standard augmented reality feature