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Putting audiences inside the experience

Technicolor’s IBC presence will be all about how creative, scientific and technological talent are working together productively to build a bright future for virtual and enhanced experiences.

As a creative technology company, it says it understands the power of partnerships between scientists, engineers and technicians with artists. That was the purpose when the company worked on The Wizard of Oz in 1939, and it remains the mission today with contributions to projects such Jon Favreau’s The Jungle Book.

Beyond theatrical releases, however, Technicolor has also amassed an impressive body of work in immersive media. The company and its subsidiaries have not only created VR experiences to accompany Hollywood productions like The Martian, but they have also harnessed artistic and technological VR talent to elevate consumer engagement with brands.

“There is still a tremendous amount of work ahead,” stated the company. “This is as true for creators of virtual or augmented content, who struggle with the rudimentary tools and immature workflow conventions, as it is for the service providers that will have to pump unprecedented volumes of multimedia data through their infrastructures.

“Beyond technology we are also just now beginning to understand the creative opportunities associated with putting audiences ‘inside’ an experience, not just ‘in front’ of a show.

Artists are experimenting with the new canvas offered by immersive media technologies to determine how they can engage audiences and strike the intense emotional chord that will be critical to making this emerging form of entertainment a mainstream activity that is broadly embraced by consumers.”