See how the innovators of DreamWorks Advanced Creative Technology team use XR to bring the vast worlds and larger than life characters from the big screen to your breakfast table. We’ll explore how we use the newest technology and immersive narratives to connect with our audiences while preserving everything we love about our stories and characters. Embracing the growing capabilities of augmented reality, we work to extend the reach of Trolls World Tour into all of our worlds.
Immersive experience has long found a home in location-based entertainment, bringing a sense of disbelief and amazement. Virtual and augmented reality technology is a natural progression of the innovation around these experiences and adoption has been growing over the past three years in its second emergence in out-of-home entertainment. While there is enthusiasm around the endless possibilities for xR in the location-based entertainment market, a bumpy road lies ahead with many challenges. Join Greenlight Insights for a detailed, data-driven presentation exploring the current state of xR in location-based entertainment and where we will be heading.
With the recent arrival of 5G and its bandwidth-widening abilities, the promise of augmented reality is here, delivering hyper-realistic and more personalized AR activations for the attractions industry. Nexus Studios is enabling the future of attraction experiences via augmented reality. Nexus has developed the first ever “Enhanced Location” at AT&T Stadium, home to the Dallas Cowboys, where fans can take selfies with oversized virtual NFL players. Imagine a life-sized Beyonce leading concert-goers through Coachella or a hyper-realistic Monet describing his paintings to you at the Museum of Modern Art. The technology Nexus has created can enable these incredible and personal experiences and entice concert-goers, museum lovers, and dedicated sports fans to immerse themselves within the experience and much more. We’ve all seen AR at its most basic, think Pokemon Go, but Nexus has developed an AR engine that is truly next level when used in conjunction with a 5G network. Through the use of “Enhanced Locations,” the company delivers a true AR experience to sports fans that leverages volumetric content (giant 3D 'holgram'esque' digital layers) that were not previously possible. Nexus used mapping technologies to prime the stadium location as a stage for AR material to be placed on top. The platform’s innovation is in scanning the environment to create an accurate digital twin from the resulting photogrammetry, bringing to life engaging content and experiences in real-world locations. In this session, Nexus Head of XR and Interactive Arts, Luke Ritchie, will explore new ways the attractions industry can engage with their visitors via augmented reality. Key Takeaways: • A definition of “Enhanced Locations” in an attractions setting • Examples of venues where “Enhanced Locations” can augment a user’s experience • A solid knowledge of the creative and technical tools and techniques necessary to enable the future of augmented reality content • Case study examples of 3D holographic content created for sporting events, that are vastly superior to what's come before in terms of quality, texture and therefore believability
Immersive, interactive projection environments are XR experiences that bridge the physical and digital worlds. Domes, panoramas, globes, and projection-mapped spaces provide a social, collaborative way to experience 360° content, solving some of the practical challenges of deploying XR at scale. In these group experiences audiences can collaborate and connect - whether with data, with brands, or with one another. Drawing on more than a decade of The Elumenati’s projects with clients from NASA and NOAA to Dreamworks and Deloitte, this talk looks at XR use cases across entertainment, enterprise and education. In location-based entertainment, immersion and interactivity enable social interaction IRL, and bring a fun factor that draws crowds and builds lasting memories. Leveraging these technologies in live brand activations is a crucial element in building CX, creating the engagement that is key to experiential marketing strategies. And a rapidly evolving toolset for content creation enables cross-disciplinary connections in education and design, from research labs to executive briefing centers, and from virtual production to civil engineering. We’ll discuss best practices and lessons learned in implementing immersive XR across these verticals, and brainstorm ways to stay connected in a post-corona future.
Post CoVid-19, Location Based Entertainment and Attractions face particular challenges to help guests get comfortable with having fun together in theme parks again. Join Terry Sanderson of Dreamcraft Attractions to explore these challenges and see why 2019’s ‘Midnight Ride’ VR attraction is well positioned to handle re-opening while maintaining high levels of guest hygiene and throughput due to it’s unique design, layout and features.