Pick up a copy of Esquire’s December 2009, quickly download some free “Augmented Reality” software, hold the magazine up to a webcam-equipped computer and, presto, Robert Downy Jr. will appear on the screen from the very cover you hold in your hands, speaking animatedly about his new movie “Sherlock Holmes.”  Turn the cover to the side and the trailer will pop up.

The secret lies in the printed black and white marker on the cover, which the webcam recognizes with the help of the software.  Other augmented reality content includes a Lexus ad, a photo slideshow, and a funny joke told by actress Gillian Jacobs (which becomes a dirty joke after midnight).

The concept has gotten some mixed reviews, but personally we’re thrilled to see Esquire and other publications push the boundaries of new multimedia technology.