In the town square, Marty is quite surprised by a volumetric advertisement for “JAWS 19.”

The crude-geometry shape of a cartoon shark emerges from a projection space above the cinema, billed as “Holomax,” looms large above him, and then bends down to envelop him in its jaws before disappearing in a scattering of triangles. As a piece of interactive advertising it works well for being activated by a common urban activity, and then delivering an intense experience that is easily identified after the fact as illusory, and promising the same but more in the full volumetric moving picture experience.