Ricky Gervais film promoted via augmented reality first in The Times

The 20th Century Fox film is being promoted with a pull-out supplement in The Times's T2 section on 6 November. Part of the supplement will be an insert that, when held up to a computer webcam when the user is on the 'Night at the Museum 2' website, will bring up the museum, with characters from the film appearing to jump out of the computer screen.

It is the first time the newspaper has used augmented reality in one of the ad campaigns it has run.

The supplement will also carry educational information and features about different characters in the film, which stars Ben Stiller and Ricky Gervais.

Laura Elloway, senior product manager at Twentieth Century Fox Home Entertainment, said: "We are very excited to be running this unique activity with The Times.

"Through its various sections and supplements including T2 and Young Times, The Times provides us with a great way to speak to adventurers of all ages, and we are looking forward to bringing 'Night at the Museum 2' to life in homes across the country via the exciting augmented reality insert."