LA's X-Men: First Class DVD Release Event Features an Almost Holographic 3D Projection on the Roosevelt Hotel

It's 3D Projection Mapping. Pearl Media did the campaign and explains the process...

'The 3D projection turns the side of a building into a movie screen. The technology appears to make solid structures change shape and reveal images that are not really there, such as water flowing from windows or cars emerging from within the walls. It has been around for a couple of years, but is now catching on in promotions.
Pearl Media takes laser measurements of a building to get a realistic view before creating a 3D image of the façade. Animation becomes an overlay. Software renders both pieces together. When complete, a “high-powered projector” projects the image on the building, explains Joshua Cohen, Pearl Media’s president."

Clip via Trailer Addict.