V I R T U A L E N T E R T A I N M E N T A N D M A R K E T I N G

18LA - UCLA TFT - WHITE PAPER
18LA is part of the
global Havas innovation
network for research
and strategy insights.
In collaboration with
UCLA’s School of Theater,
Film, and Television
(TFT), 18LA has produced
an analysis of the key
topics that will drive
the entertainment
economy in the next 18
months. The Future of
Storytelling research
includes five white
papers that provide
actionable insights into
the evolving state of
the cultural industries
at the intersection of
media, content, data, and
technology. The initiative
integrates priority
business objectives with
cutting-edge scholarship.
O v e r v i e w
This paper looks at the role of emerging
formats Augmented Reality (AR) and
Virtual Reality (VR) in the entertainment
industry, from gaming to film and
television. It provides an overview of the
current state of the technologies and their
use in marketing. While AR and VR are
seen as pioneering and promising formats,
original content development is still in
progress given the limited availability of
consumer distribution outlets. Through a
case study of Microsoft’s HoloLens, the
paper also showcases other uses of AR and
VR beyond marketing.
Key Takeaways
• There are currently three distribution
channels for AR/VR - the roadshow, the
physical space (arcade-like), and in-home
use (smartphones, headsets, gaming
consoles).
• AR/VR is unlikely to replace traditional
film and television - instead, it will form
a new media channel that works in
conjunction with existing ones.
• Innovation in AR/VR will come from
video games rather than film and
television given the gaming industry’s
long-term involvement in the new
technologies.
• Investments in AR/VR, at this stage, are
limited given their rapid evolution - it
remains to be see what format will be
dominant and how consumers react to it.
• AR/VR content cannot be simply adapted
from gaming, film, and television - as a
new format, it requires new storytelling
techniques.
• AR/VR will be part of the trend towards
wearable technologies and smartphones
are unlikely to sustain the formats for a
long time.
2