Krakow’s newly renovated Sukiennice Museum of 19th-century Polish art has a splashy video showing off the interactive campaign they did to publicize their 2010 reopening. In an attempt to make the art “come to life,” they recorded audio and video recreations of stories behind the artists, subjects, or patrons or a few of their most important paintings. One part of the project involved augmented reality, where visitors could view the video and painting at the same time through a smartphone app.

From this clip, it looks like the project was more about attention-getting marketing than an interpretation strategy. It’s no substitute for close observation of the paintings themselves, but it would be interesting to hear audience feedback about whether discovering the stories behind these few paintings piqued their curiosity in looking more closely at other work in the museum. Better to be drawn in by bells and whistles than not go to a museum at all?