Transforming Entertainment As We Know It: 4 Critical Factors

A quick scan of the headlines about virtual reality (VR), augmented reality (AR), and immersive media in general will tell you that most of the news is still focused on technologies for creating and disseminating content. This is in line with the history of disruption in media and entertainment, in that technology has always been the initial focus in an innovative process that ultimately disrupts and alters our global culture.

It is content that will continue to transform entertainment in the many decades to come. So the quicker we master the technological aspects of content creation, distribution, and consumption, the sooner we can shift focus to increasingly compelling content that engages audiences on such a scale that it creates economic opportunity for the entire ecosystem.

Then Came Radio

Fifteen years after the first wireless voice signal was demonstrated in 1900, the concept of sending out a message meant for no one in particular created the foundation for what we now know as broadcasting. The first programs broadcast over this medium during this period were music, news, and sports – not unlike the types of programs currently made for VR and AR one hundred years later.

But it was not until creative storytelling became part of the content mix, that radio became a culturally transformative and disruptive medium.

The impact of storytelling on radio was best demonstrated in 1928 by the comedy program Amos ‘n’ Andy. It was so popular that it disrupted Broadway shows, not to mention plays around the country. People were staying home to listen to the radio, a phenomenon that forced stage productions into an unbelievable accommodation. In the middle of the show, a large radio was rolled into the auditorium so that the audience would not miss a single episode of Amos ‘n’ Andy. This is actually when producers first introduced the concept of an intermission.

While nothing could have happened in radio without the technical innovations around content creation, transmission, and consumption – it was the emergence of compelling storytelling that created a strong emotional connection between radio and consumers. It led to a hugely impactful ecosystem that transformed and disrupted the business of entertainment and our culture.

It’s Still About the Storytelling

Today, with VR and other immersive media, we are on the threshold of another truly transformative entertainment experience. But there are four critical success factors that must be in place for us to create the kind of ecosystem that will give our artistic expression a platform that can be broadly appreciated and enjoyed by audiences around the world.

High Quality Native Content

Delivering on the promise of this new category of entertainment means offering unbelievably compelling – and native – creative content that cannot be experienced in any other medium. This offers an opportunity to challenge all of our preconceptions about what the process of narrative storytelling looks like.

But we have to create a balance with something that at first will be seen as entirely foreign, while simultaneously connecting to visceral themes that have defined us as human beings – timeless themes which have driven storytelling since the beginning of humanity. Exploring our core emotions are fascinating avenues to explore in immersive environments, as are the great storylines of literature, such as the tensions between humanity and society, inter-generational conflicts, and man vs. nature.

Another thing is for certain: we must reduce any sense of artificiality in the relationship between content and audience as we develop experiences for these new mediums – and ask our audiences to move from passive “watchers” to being transported inside of an immersive experience that surrounds them.

Social Immersive Experiences

If indeed we are transported inside an experience, we will want to participate actively with others – whether they are friends or part of the cast. There is something very off-putting and isolating about being in an environment where you are the only living creature – and that is one of the primary differences between watching an event and being part of an event.

And that is why the development of a strong social dimension to immersive experiences will be a critical factor in ensuring the creation of scale that will turn this emerging entertainment genre into a widely adopted and enjoyed medium. It is likely many technologies will be developed to counteract the potential virtual loneliness that can occur when one separates from the real world – everything from interrelated social networks to artificial intelligence.

Episodic Cadence

It is not enough to drive the ecosystem one story at a time. At some point, a form of episodic content delivery will be needed to allow the audience to form an on-going relationship with characters over a period of time. As a community of interest, we should be looking to create a critical mass of content that gives audiences a reason to come back to immersive experiences again and again. This will be a function of strong storytelling – and compelling characters.

Disruptive Innovation

If immersive media has the potential to be a truly disruptive development in how people experience entertainment, then there has to be something that it disrupts. In the same way that radio forced stage producers to adapt in the first quarter of the 20th century, immersive experiences will have to challenge existing mediums with the prospect of losing mind- and wallet-share.

It’s hard to see how this can happen without a strong social dimension. And if we can address all four success factors effectively, it will lead to an ecosystem that heralds a new era of entertainment that will unleash unprecedented creativity. In turn, this will create a value-chain that will generate new economic opportunities for artists, technologists, and the supporting cast of network service providers, equipment manufacturers, and content producers.

Explore the Technicolor Experience Center to see where creativity is merging with technology to create the future of immersive experiences.