Magazine article Variety

How D'ya like Them Apps?

Magazine article Variety

How D'ya like Them Apps?

Article excerpt

LETTER FROM THE EDITOR

Your smartphone just got a little smarter.

Today's issue ia a first for Variety and probably for you. At the right, you can see all the pages that have interactive content. When you hold a mobile device over any image on one of these pages, the screen will show you a trailer for a film or TV show, Web page or some other digital content.

This is a special one-day use of the technology, to use on our Variety Emmy Commemorative and Emmy Showrunners sections, .starting on page 45. Then we will take a hiatus and resume use of the iD Technology in every issue of Daily and weekly Variety during awards season, starting with the Oct. 30 VPlus Awards Season Launch.

First step for you readers is to download the free iD Browser app from the iTunes or Google Play store; the app can be used on the iPhone, Android phone or any iPad with a camera.

After that, hold the device over the photo from "MASH" on page 45, for example. You will then have the choice of reading past reviews of the show from the Variety Archives, or watching a brief clip from the series.

For editorial articles and reviews, Variety has curated digital content that will supplement the pieces. Every advertisement in this issue has also been activated. Hold your iD Browser app over the ad, and you will see digital content from the advertiser.

To some of you this may sound confusing, but once you try, it's surprisingly easy. In the short run, this technology is jawdropping and useful. In the long run, the potential is so enormous, it's both astonishing and scary.

Market research firm Intl. Data Corp. said 491.4 million smartphones were sold worldwide last year. A February survey from Pew Internet Project estimated that 46% of U.S. adults own a smartphone; among 25-34 year olds, that number is an amazing 71%. In July, Apple said third-quarter sales of iPads were up 44% from the previous quarter to 17 million. …

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