With a new installment of the Saw horror series opening in theaters nationwide this weekend, Lionsgate is betting its ad dollars on immersive advertising to sell tickets.

Using Vertebrae’s recently-launched AR mobile web ad platform, the ads for Jigsaw will be served as display ads to any one of hundreds of websites accessed through Chrome and Safari mobile browsers.

After opting into the experience and allowing camera access, the ad scans for a face and then traps the viewer in a virtual mask, not unlike those deployed by the titular villain. As one would expect, users can capture the… more

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