1. A system for controlling an image display on a remote mobile device, comprising: a computing system, including computing hardware; a non-transitory medium storing instructions that when executed by the computing system, cause the computing system to perform operations comprising: detecting the presence of the remote mobile device at an event venue, the event venue including a plurality of seats and the remote mobile device including a display and an imaging device; identifying a first user associated with the remote mobile device; determining what part of the event venue is being displayed by the remote mobile device display associated with the first user based at least in part on a detected position and orientation of the remote mobile device and a configuration of the event venue, wherein what is being displayed by the remote mobile device display includes a real-time image captured by the imaging device; accessing relationship information from a social network repository for the first user, the relationship information identifying at least a second user with whom the first user has a relationship; identifying a seating location in the event venue that is associated with the second user while the first user is at the event venue; determining whether the seating location associated with the second user is included in the part of the venue of the real-time image being displayed by the remote mobile device display associated with the first user; and at least partly in response to determining that the seating location associated with the second user is included in the part of the venue of the real-time image being displayed by the remote mobile device display associated with the first user, causing computer generated data to be displayed in association with the seating location associated with the second user included in the real-time image being displayed by the remote mobile device display, the computer generated data including: an identifier of the second user, and/or an indication that the first user has a relationship with second user.