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

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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
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 Introduction The Key VR Content Strategies The Key VR Technology Strategies Stakeholder Interest in VR What the Challenges of VR Foretell about Emerging Formats Case Study: Microsoft HoloLens
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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

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