Universal Pictures partnered with the emerging technology team of The Mill to promote the theatrical release of WELCOME TO MARWEN with an AR app that helped create what Universal called “the first-ever 3D digital recreation of a movie scene.” The app recreated one of the scenes from the movie, including 3D interactions with the action figures, along with Steve Carell and the characters speaking with each other during the AR experience.

The promotion integrated video, including an introduction to the AR app and its technology by filmmaker Robert Zemeckis. Universal also created a movie trailer featuring the augmented reality experience. Users could snap photos from the scenes within the AR experience and share them via social media, in this case as a "Marwen" digital postcard. Behind-the-scenes content was also included within the app.