This paper presents the design of a service-oriented architecture to support dynamic cultural content acquisition on a mobile augmented reality system for reanimating cultural heritage. The reanimating cultural heritage system provides several domain interfaces (Web, Web3D, Mobile and Augmented Reality) for presenting cultural objects accessed from an aggregated RCH data repository via web services. This paper largely focuses on the augmented reality system, but discusses the Web, Web3D and Mobile domains to set the paper in context. The mobile augmented reality system performs multiple objects tracking to augment digital media contents on real world cultural object scenes. The proposed mobile augmented reality system is composed of a mobile interface (smartphone, tablet), middleware including the augmented reality SDK and supporting software modules for the augmented reality application, and a web service framework.