The Technicolor Experience Center is an “immersive entertainment incubator” for a community exploring the full potential of immersive media and technology.
The fact that VR, AR, and other immersive media are proving to be such a dynamic and disruptive medium is what makes this such an exciting time to be creating and delivering premium content experiences. It calls for partners across industries to come together to create the art, master the technology, explore the medium’s full potential – and ultimately monetize it through their shared efforts. The Technicolor Experience Center (TEC) is the nexus where those elements meet to thrive and blossom.
“It is important to remember that the TEC is not simply a place, a street, or a physical address,” said Tim Sarnoff, Deputy CEO and President, Production Services at Technicolor. “The TEC is about realizing the aspirations of all the players who are part of the nascent immersive ecosystem we work in: from content creation, to content distribution and content consumption. This is a forum where radical and ambitious ideas are formed, realized, and then brought to market.”
In fact, the TEC represents a cross-section of industries on the innovative edge of technological and creative experience transformation, including retail, travel and leisure, and many others. It features state-of-the-art motion capture, VFX and post-production capabilities and solutions for exploring, creating, and delivering immersive experiences, especially as they become more social and interactive. And it also extends worldwide, to teams of artistic, technological, and strategic collaborators – including Technicolor creative brands, global Research and Innovation Labs, and partners that span the diverse worlds of media, entertainment, technology, gaming, animation, advertising, and beyond.
The TEC fosters the development of shared strategies by forming key partnerships and deeper collaboration across different disciplines and areas of expertise – to fill knowledge gaps, ignite open innovation, and accelerate time to market of rich, impactful immersive experiences. It's also about bold experimentation and building bridges across the ecosystem to connect disparate communities, from content creators to service providers to consumers.
A specific strategic challenge that the TEC will address is the concept of immersive experiences and how this ties back to traditional notions of storytelling and entertainment. “Immersive mediums take us beyond what consumers find familiar,” explained Marcie Jastrow, SVP Immersive Media and Head of the TEC. “This ‘familiarity gap’ creates a strategic challenge to define the grammar of this new art form, so that we can all work together to create, meet, and then exceed the expectations of audiences all around the world, [including] the strategic challenge of providing access to the experiences we are creating.”
Across the Technicolor family of brands (MPC, The Mill, Mikros, Mr. X) and with the TEC and partners, over 60 high-end immersive projects have been created including Wonder Buffalo, My Brother’s Keeper, STRATA, and Alien: Covenant in Utero.
Watch the video below and enjoy the latest in immersive entertainment!