mixed reality and experiential movie trailers€¦ · experiential movie trailers christopher...
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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
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
We wish to thank our partnersSchool of Film and Digital MediaSchool of Computer ScienceInstitute for Simulation and Training
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Making Creative Leaps in Technology, Marketing & Movies for:
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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...
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Making Memories for a LifetimeMaking Memories for a LifetimeUsing Experiential EntertainmentUsing Experiential Entertainment
Physical, realPhysical, real--time, immersive, multitime, immersive, multi--modalmodal
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Painting with the AudiencePainting with the Audience’’s s ImaginationImagination……
Universal Studios Islands of Adventure
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
PassivePassive
StoryStory
ExperientialExperiential
Play and GamesPlay and GamesTheme Park
Video Game
Movie
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
RETAILTAINMENT!RETAILTAINMENT!
Shopping Malls
Movie Purchase/ Rental
Travel AgentMovie Theater Plex
Merchandise Game Store
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Experiential Trailer ConceptExperiential Trailer Concept
StargateStargate @ SIGGRAPH 2003@ SIGGRAPH 2003
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Time Portal (AR)Time Portal (AR)
MR @ SIGGRAPHMR @ SIGGRAPH’’0303
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Time Portal VideoTime Portal Video
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
REALITY VIRTUAL
Augmented Reality
Augmented Virtuality
Hybrid SimulationLive Simulation Virtual Simulation
MilgramMilgram’’s Realitys Reality--Virtuality ContinuumVirtuality Continuum
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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)
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Power of Experiential ContentPower of Experiential Content
ExposureExposureShareShare
Memorable Memorable ExperienceExperience
ExpressionExpression
UnderstandingUnderstandingCreateCreate
StoryStory
GameGame
PlayPlay
QuestionQuestion
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Inventing the Technology Inventing the Technology of the Imaginationof the Imagination
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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.
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
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.
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
MR Sea Creature @ OSCMR Sea Creature @ OSC
ArtistArtist’’s Concepts Concept
MR ROVERMR ROVER
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
MR Creatures VideoMR Creatures Video
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Location Based Location Based EntertainmentEntertainment
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Zoos & AquariumsZoos & Aquariums
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Entrepreneurial Entrepreneurial SimulationSimulation
Design
Manufacturing
Retail
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University of Central FloridaUniversity of Central Florida www.mcl.ucf.eduwww.mcl.ucf.edu Media Convergence LaboratoryMedia Convergence Laboratory
Medical TrainingMedical Training
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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