Mixed Reality and Experiential Movie Trailers€¦ · Experiential Movie Trailers Christopher...

University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory

Mixed Reality andMixed Reality andExperiential Movie TrailersExperiential Movie Trailers

Christopher StapletonChristopher StapletonDirector, Media Director, Media Convergence LaboratoryConvergence LaboratoryFaculty, School of Film and Faculty, School of Film and Digital MediaDigital Media

Charles HughesCharles HughesChief Scientist, Media Chief Scientist, Media Convergence LaboratoryConvergence LaboratoryFaculty, School of Faculty, School of Computer ScienceComputer Science

University of Central FloridaUniversity of Central Florida


We wish to thank our partnersSchool of Film and Digital MediaSchool of Computer ScienceInstitute for Simulation and Training


Convergence of MediaConvergence of MediaTechnology, Markets, Creative ConventionsTechnology, Markets, Creative Conventions

As immersive as Military As immersive as Military SimulationSimulation

As Intuitive As Intuitive as Playas Play

As Meaningful As Meaningful as educationas education

As visceral as a As visceral as a Theme parkTheme park

As compelling as As compelling as motion picturesmotion pictures

As interactive as As interactive as video gamesvideo games


Making Creative Leaps in Technology, Marketing & Movies for:


Future of Movie TrailersFuture of Movie Trailers

Looks like a filmLooks like a filmPlays like a gamePlays like a gameImmerses like a theme parkImmerses like a theme parkEmbedded in RetailtainmentEmbedded in Retailtainment

Experiential movie ad from Back to the Future II (Robert Zemeckis) ©Universal Pictures


Evolving Media Interaction Evolving Media Interaction From Performance to Interaction to experientialFrom Performance to Interaction to experiential

From mechanical & electronic capture, From mechanical & electronic capture, to digital interactivity,to digital interactivity,

to simulated experience...to simulated experience...


Making Memories for a LifetimeMaking Memories for a LifetimeUsing Experiential EntertainmentUsing Experiential Entertainment

Physical, realPhysical, real--time, immersive, multitime, immersive, multi--modalmodal


The Power of ImaginationThe Power of Imagination

““What is in the (text) What is in the (text) book is only one book is only one fourth of the story. fourth of the story. It is like an iceberg It is like an iceberg where threewhere three--quarters quarters of the story you donof the story you don’’t t see, it is beyond the see, it is beyond the page.page.””

Earnest HemingwayEarnest Hemingway


Painting with the AudiencePainting with the Audience’’s s ImaginationImagination……

Universal Studios Islands of Adventure


PassivePassive

StoryStory

ExperientialExperiential

Play and GamesPlay and GamesTheme Park

Video Game

Movie


RETAILTAINMENT!RETAILTAINMENT!

Shopping Malls

Movie Purchase/ Rental

Travel AgentMovie Theater Plex

Merchandise Game Store


Venue Objective: Proximity Venue Objective: Proximity Factor Factor (Jesse Schell, Disney)(Jesse Schell, Disney)

ME

YOU

THEM

Increasing Intensity with Interactivity

Theater

Theme Parks & Video Games

Film & TV


Experiential Trailer ConceptExperiential Trailer Concept

StargateStargate @ SIGGRAPH 2003@ SIGGRAPH 2003


Time Portal (AR)Time Portal (AR)

MR @ SIGGRAPHMR @ SIGGRAPH’’0303


Time Portal VideoTime Portal Video


REALITY VIRTUAL

Augmented Reality

Augmented Virtuality

Hybrid SimulationLive Simulation Virtual Simulation

MilgramMilgram’’s Realitys Reality--Virtuality ContinuumVirtuality Continuum


REALITY VIRTUAL

Augmented Reality

Augmented Virtuality

Dark Rides

Rides

Video Games

Redefining Mixed RealityRedefining Mixed Reality““Magic is behind the eyeballsMagic is behind the eyeballs””

IMAGINATION


Mixed Fantasy ContinuumMixed Fantasy Continuum(adding imagination to technology)(adding imagination to technology)

AugmentedAugmented Virtuality (AV)Virtuality (AV) Augmented Reality (AR)Augmented Reality (AR)

Imaginary Reality(Story)

FilmFilm

Magic ShowMagic Show NovelNovel

Virtual Reality(Media)

Compelling Mixed Reality

(The Play)

Traditional Traditional Theme parkTheme park

Ari

stot

leA

rist

otle

’’ ss-- M

edia

Med

ia--

Imag

inat

ion

Con

tinuu

mIm

agin

atio

n C

ontin

uum

MilgramMilgram’’s Realitys Reality--Virtuality ContinuumVirtuality ContinuumP.

T. B

arnu

m R

ealit

yP.

T. B

arnu

m R

ealit

y --Im

agin

atio

n Im

agin

atio

n C

ontin

uum

Con

tinuu

m

Physical Reality

(Interface)


Story Objective:Story Objective:Stephen KingStephen King

I want the reader to I want the reader to burn a hole in the burn a hole in the page with their page with their imagination and lose imagination and lose themselves within the themselves within the story.story.

Detour


Power of Experiential ContentPower of Experiential Content

ExposureExposureShareShare

Memorable Memorable ExperienceExperience

ExpressionExpression

UnderstandingUnderstandingCreateCreate

StoryStory

GameGame

PlayPlay

QuestionQuestion


Inventing the Technology Inventing the Technology of the Imaginationof the Imagination


Invention to InnovationInvention to Innovation

PUSH: PUSH: Technical Technical Capabilities to Capabilities to Creative PossibilitiesCreative PossibilitiesPURPOSE: PURPOSE: Human Human Impact (cognitive Impact (cognitive and Imaginative)and Imaginative)PULL: PULL: Commercial Commercial PotentialPotential


Media Innovation InfrastructureMedia Innovation Infrastructure

•Science & Technology

•Human Impactcognitive & imagine

•Business & Production Models

University Laboratory Industry

Artistic Convention

Evaluation Analysis

New Models

Limitations New Capabilities

Product Dev Push

INVENTION INNOVATIONIDEA

Market Dev Push

Innovation

New Possibilities


Media Innovation InfrastructureMedia Innovation Infrastructure

•Science & Technology

•Human Impactcognitive & imagine

•Business & Production Models

University Laboratory Industry

Artistic Convention

New Possibilities

Evaluation Analysis

New Models

Limitations New Capabilities

Product Dev Push

INVENTION INNOVATIONIDEA

Market Dev Push

Innovation


Educational TransferEducational Transfer

Limited learning, Static, Never Changing, Mostly Limited learning, Static, Never Changing, Mostly reading, No Direct bridge to school or home.reading, No Direct bridge to school or home.


Dino Digs TransformationDino Digs Transformation

Repeat experiences (visits), Changing content, Social, Repeat experiences (visits), Changing content, Social, Physical, Interactive, Responsive, Extended depth.Physical, Interactive, Responsive, Extended depth.


MR Sea Creature @ OSCMR Sea Creature @ OSC

ArtistArtist’’s Concepts Concept

MR ROVERMR ROVER


MR Creatures VideoMR Creatures Video


Location Based Location Based EntertainmentEntertainment


Zoos & AquariumsZoos & Aquariums


Entrepreneurial Entrepreneurial SimulationSimulation

Design

Manufacturing

Retail


Medical TrainingMedical Training

Going Beyond Reality:to Create Extreme Multi-Modal Mixed Reality for

Entertainment

Christopher Stapleton, MCL DirectorDr. Charles Hughes, MCL Chief Scientist

Media Convergence LaboratoryUniversity of Central Florida

A Partnership of

Institute for Simulation and TrainingSchool of Computer ScienceCollege of Arts and Science

Convergence of MediaTechnology, Markets, Creative ConventionsFuture of Movie TrailersEvolving Media Interaction From Performance to Interaction to experientialMaking Memories for a LifetimeUsing Experiential EntertainmentThe Power of ImaginationPainting with the Audience’s Imagination…Passive StoryRETAILTAINMENT!Venue Objective: Proximity Factor (Jesse Schell, Disney)Experiential Trailer ConceptTime Portal (AR)Time Portal VideoMixed Fantasy Continuum(adding imagination to technology)Story Objective:Stephen KingPower of Experiential ContentInventing the Technology of the ImaginationInvention to InnovationMedia Innovation InfrastructureMedia Innovation InfrastructureEducational TransferDino Digs TransformationMR Sea Creature @ OSCMR Creatures VideoLocation Based EntertainmentZoos & AquariumsEntrepreneurial SimulationMedical Training

Mixed Reality and Experiential Movie Trailers€¦ · Experiential Movie Trailers Christopher...

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