Augmented reality app plays video on real-world images
26 May 2011 Last updated at 07:27 BST
New phone software could allow you to make your pet appear to be on a newspaper's front page.
The Aurasma app could also enable you to watch a film trailer by pointing your mobile at a poster.
Its developers have created videos as examples of potential marketing techniques activated by what users film.
Rory Cellan-Jones has tested the augmented-reality software.