Out-of-Home Immersive Entertainment Frontier by Williams Kevin Mr; Mascioni Michael Mr; & Michael Mascioni

Author:Williams, Kevin, Mr; Mascioni, Michael, Mr; & Michael Mascioni
Language: eng
Format: epub
Publisher: Ashgate Publishing Ltd
Published: 2014-04-15T04:00:00+00:00

Figure 4.2 NAMCO Bandai’s ‘Deadstorm Pirates’ 3-D shooting experience: 3-D has driven innovation in the movie industry and also found a home in the next generation of amusement systems

A growing number of companies have enabled moviegoers to interact with and control games on screen through their body movements. For example, NCM Media Networks partnered Audience Entertainment Group and Disney Cruise Line in an AudienceGame interactive game experience called ‘Aqua Duck’ (using a gesture-based system developed by Audience Entertainment) as a promotion for the cruise line in NCM theatres in major US cities during the Christmas season of 2011.

Audience members essentially ‘rode’ with Donald Duck on a large-screen version of an aquatic ride, controlling the action on screen and navigating through the game by waving their arms in unison with other audience members and leaning left or right. Along the way, they encountered water blasts and could glide down a slide and pick up objects.

Tangibal Media has also brought gestural interactive experiences to theatres through an interactive floor projection system called ‘Playground’, which allows users to interact with games and other interactive experiences through their body movements. The system is a key component in an interactive media network for cinema advertising developed in association with Pearl & Dean, which includes theatres in the UK and Norway. The network also incorporates a 3-D technology called ‘uPlay’, which enables users to interact with on-screen effects and games. A number of major entertainment companies have used the network for promotional purposes. For example, Paramount Pictures used ‘Playground’ on a number of occasions to promote some of their films in UK theatres.

More often, recent interactive experiences in movie theatres have allowed audiences to participate from their seats using handheld devices. For example, Timeplay Entertainment has developed an interactive system allowing audiences to interact with games, ads and other content on the big screen using wireless handheld devices. In order to participate, they must download an app from Timeplay before the movie. They can play games with or against their friends and other audience members. Winners receive prizes, such as free drinks. Timeplay introduced a playful game to Canadian theatres in association with Koodo Mobile allowing audience members to throw snowballs at El Kabador, Koodo’s animated character.

Some interactive experiences in theatres are linking mobile-phone content with large-screen movie content. For example, Mass Hysteria Entertainment announced in 2012 a venture with Patrick Greene and Alexander Harrington to introduce a system that will enable audiences to interact with films via smartphones using a technology called ‘SideFlick’ developed by Greene and Harrington. The technology will allow audience members to interact with content on their smartphones in conjunction with movies on the large screen. It is currently being tested and is reportedly due to be introduced commercially in 2013.

As mentioned earlier, new forms of laser games have recently been introduced into movie theatres, sometimes in connection with special events or festivals, such as the strategic and collaborative game ‘Renga’ from WallFour Studios. This type of experience is likely to play an increasingly important role in theatres in the near future.

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