Creative content for immersive experiences
(一) A combination of content innovation and immersive technology
The immersive experience, while continuously integrating a large number of technological achievements, puts increasing demands on the development of creative content. This is similar to the 3T theory of creative cities proposed by American scholar Richard Florida, namely technology, talent and inclusiveness. It requires that every new technological means applied in the immersive experience must carry the corresponding cultural and creative content, and conversely, every new narrative structure and thematic design must be strongly supported and expressed by the new technological means.
In recent years, the reason why immersive experiences in the field of cultural industries have gained rapid development lies in the combination of technology integration and content innovation, which constantly break the balance and expose the gap between each other, and constantly integrate and innovate to find the fit between each other, so that they can be increasingly widely applied in multiple fields. In the era of globalization, digitalization and networking, it is possible to integrate ideas and elements from different fields and disciplines through efficient platforms, and to transform them effectively to form a large number of new and valuable results. This is the "Medici Effect" in the contemporary sense . The immersive experience is at the intersection of technology and culture, and through innovative inspiration and cross-thinking industrialization, it has cultivated and grown new cultural industry forms, such as immersive theater, immersive theater, immersive KTV, immersive exhibition, immersive restaurant, etc., constantly breaking through the boundaries of people's senses.
As Harvey Fischer points out, "The cyber world is a fictional world where logic, values, information, and personal and social behavior are also present, though very different from the real world. There is a dialectical relationship between these two worlds, which on the one hand exclude and oppose each other, and on the other hand complement, manage, and promote each other." This vivid description is really apt to describe the content of immersive experiences. It can be said that immersive content, characterized by virtuality, creativity, and imagination, expands an extremely wide space at the point where technology and content meet.
(一) The creative practice of immersive experience in the field of cultural industry
1. Immersive cinema and movies: a full-body exploration
Immersive cinema through the ring-type display, three-dimensional speaker structure, digital display content and the application of AR / VR technology, so that the experience of immersive viewing experience, immersed in it, forget about themselves. Many domestic and foreign 5D cinema, curved screen cinema, 360 ° ball screen flying cinema (TOPDOME FLYING), etc., is creating a variety of "immersive" experience, showing the future direction of the development of the cinema. Some have even become one of the cultural landmarks of a city, such as Vancouver, Canada's immersive film "Leap Canada", a panoramic display of Canada's vast territory from the Pacific Ocean to the Atlantic Ocean, the rushing cross-border waterfalls, snow-covered Rocky Mountains, endless red maple forests, free to run the prairie cowboys, so that the audience immersed in it, into it, feel the unique Canadian sense of space and Canadian "brave heart".
Many immersive theaters are used in museums, science and technology museums, exhibition halls and other professional venues to customize content around specific themes with professional films, vividly conveying the spirit of science and the charm of exploration. For example, the Shanghai Science and Technology Museum has audiovisual spaces such as IMAX stereoscopic giant screen theater, IMAX dome theater, IWERKS four-dimensional theater, and space digital theater. When the giant screen theater screening "Amazon Adventure" and other films, the audience can directly face the equivalent of a six-story high giant screen image, three-dimensional effect is realistic, the scene has the feeling of reaching out to touch; four-dimensional theater is an innovative combination of three-dimensional film and one-dimensional environmental effects, when the audience enjoy the "dragon into the sea" and other films, feel the waves rushing, falling into traps, sea crabs bite legs and other phenomena, and the film situation as one; dome screen Cinema has the dual function of dome movie and
celestial demonstration, so that the screen is tilted 30 degrees, so that the audience is under the splendid dome, wrapped by the three-dimensional type of picture, in which the audience watch "Ocean Blue Planet", with a super sense of levitation and immersion; Space Cinema is the first multimedia dome theater in China that uses video splicing, image processing, audience interaction, computer integration and other technologies integrated, which provides The "Cosmic Adventure" allows the audience to enjoy the excitement and joy of "sitting quietly in a boat and swimming proudly in space" as if they were riding in a spaceship.
2. Immersive Performing Arts: A Subversive Viewing Experience
The most important feature of immersive theater is that the audience can wander through the theater scene without restriction and have face-to-face intimate contact and interaction with the actors, breaking the traditional theater on-stage and off-stage form, so that the audience can get closer to the story context, the stage and other core elements of theater art. Immersive theater is both immersive adaptations of traditional classical theater and direct immersive creation of original theater. On top of traditional theater content, the application of technological means makes immersive theater subvert tradition and burst into new vitality. Immersive theater usually uses sound, light, electricity, special props and other comprehensive technological means to shape the story scene, restore or reproduce the classic images in the script, and create a specific performance space according to the plot of the play.
For example, the famous immersive performance work "Sleep No More" is based on Shakespeare's famous tragedy "Macbeth". It sets the scene in a hotel in old Shanghai in the 1930s. The creators transformed the fifth floor of an old building in Shanghai's Jing'an district into more than 90 rooms with a vintage style, with more than 30 actors presenting and performing in different spaces. The organic blend of technological means and theatrical content makes this immersive play both entertaining and participatory. The audience can experience the decay of the hotel, the luxury of the bedroom, and the eeriness of the hospital; the audience is allowed to touch and use props, such as opening a book, or sitting down on a chair in the bedroom; the audience is wrapped in the eerie, somber atmosphere created by the entire play and immersed in it.
3. Immersive entertainment: the act of creating a realm in person on stage
Immersive entertainment includes KTV, also known as holographic KTV, giant screen KTV, etc. Immersive KTV relies on artificial intelligence, human-computer interaction and digital audio-visual, etc., to integrate high-resolution images through virtual scene display technology, interactive operation of acting songs, multi-channel seamless synchronization technology, etc., so that KTV booths form a dream-like audio-visual effect. The immersive KTV booths can switch themes at any time to meet consumers' pursuit of personalization and fashion trends. It combines traditional singing entertainment with the latest high-tech means of shadow, vision and listening, developing the singing room into an immersive concert site, allowing the audio-visual effect of the space to change
instantly with the content of the song, so that consumers experience the wonderful feeling of being on stage in person.
For example, Huace Culture Technology Company applies the concept of "panoramic immersive KTV" and "real-time synthesis of individual concerts" to the KTV entertainment industry.Through high-tech stereoscopic projection technology with the live environment, KTV rooms are filled with colorful and dynamic video effects, allowing singers to be in a virtual and realistic environment, creating an exclusive personal "concert", becoming the focus of the stage spotlight and forming MV videos for instant sharing. It provides a three-dimensional video scene that changes at any time, breaking the dull state of the past, reflecting the interactive and intelligent effect of the new generation of KTV, and greatly increasing the attractiveness to loyal customers.
4. Immersive exhibition: the highlight of the "big exhibition era
Immersive exhibition presents specific contents to the audience through light and shadow, taste, installation art and dance performance. It uses light and shadow and interactive technology to upgrade the previous exhibition content, which is mainly for viewing, into a more experiential experience. As pointed out by several experts in the exhibition industry, the contemporary exhibition industry has broken through the traditional exhibition hall presentation and is entering a new era of panoramic,
interactive and shocking, that is, "the era of big exhibition". The immersive exhibition has magnificent display effect and all-round sensory experience, and has become one of the most eye-catching exhibition forms in the "Great Exhibition Era". Compared with traditional exhibitions, immersive exhibitions can better spread the spirit and enhance the theme, and enhance visitors' sense of participation and experience by setting up interactive experience links to make them resonate with the content and theme of the exhibition.
For example, the "Mysterious Dunhuang" cultural exhibition organized by Blossoms Cultural and Creative Investment Co., Ltd. and Dunhuang Research Institute presents a stunning sensory experience with the world's largest reclining Buddha. What is even more breathtaking is that the seven artistically significant 1:1 restored grottoes, which may not even be available at Dunhuang, are brilliantly displayed at "Mystic Dunhuang". They are different from the previous "purely flat" and "static" way of viewing the exhibition, and give visitors an immersive sensory shock with 360-degree dynamic "flying murals". This is a successful case of using modern technology to interpret world cultural heritage and promote Chinese culture to the world.
Post time: Jun-10-2022