Tuesday, October 26, 2021

Odeon Theatrical to Build the Broadway of the Future with AR

- Advertisement -

Must read

the Transform Technology Summits begins October 13 with Low-Code / No Code: Enabling Business Agility. Register now!


Odeon Theater wants to build the future of theater with augmented reality. The project is unveiled today as a new way to attract audiences to Broadway theaters and other venues using augmented reality imagery.

The pilot program to digitally enhance live theater productions is being created by Sunchaser Entertainment, Hexagramand the Shubert Organization. You could imagine how this could work. An actor on stage could see the ghost of Hamlet’s father. If you point your smartphone camera at the stage at that moment, you might see a ghost walking across the stage.

The goal is to create theatrical performances for the coming year, seen around the world, that combine virtual or augmented reality experiences with live performances at venues on Broadway.

“When I can bring these two worlds together, as it’s starting to happen, it’s amazing,” Stephanie Riggs, founder of creative consulting firm Sunchaser Entertainment, said in an interview with GamesBeat. “What we’re trying to do as we move into the metaverse, as creators and developers, is see theater as a digital place, an augmented theatrical place.”

She added: “It is moving into the digital realm where we can transcend the limitations of physical places. We can bring AR assets to the platform on the spot. We can connect to the pre-existing show controls. And we can take that and place it anywhere. It could be in a theater, it could be in Central Park, or it could be on a cruise. “

Devastated by the pandemic, Broadway theaters have just reopened and are trying to attract people to physical venues, which is a challenge with the spread of the delta variant. However, by next year, things could be different and AR technology could attract a younger and more digitally savvy audience to venues.

The images could include digital characters and immersive visuals, and could also be viewed with a variety of different technologies, including AR glasses (many still in development), smartphone screens, digital projection technologies, and other devices.

Odeon’s augmented theater venue is a physical venue freed from the constraints of the real world, Riggs said. He said it will transform any venue into a stage by seamlessly integrating traditional production elements like light, sound and sets with augmented reality content. The platform will work with a variety of existing theater software and can run on multiple audience-facing hardware platforms, including mobile devices or head-mounted displays.

This allows original or refurbished productions to find new life in existing assets, as well as create additional revenue streams within an alternative Covid-compliant location. Once its construction is complete, an Odeon program can be duplicated and installed anywhere in the world with multiple programs running at the same time. It reminds me of how Riot Games inserted a flying dragon into a crowded stadium during the 2018 League of Legends Championship Finals.

Experience actually combined

Above: Actor Juwan Crawley conjures up AR animations in real time at Odeon.

Image Credit: Odeon Theatrical

The group has a lot of experience in both theater and AR. Riggs at Sunchaser has worked for a couple of decades as a storytelling and virtual reality creator and consultant with clients including Disney Imagineering, Google and Refinery29. He has worked on projects that combine traditional storytelling and technology.

Founded by Rob Auten in 2012, Hexagram has developed immersive experiences that span the physical and digital worlds, including one that involved Netflix’s Stranger Things and an installation that brought the fiction of an ice cream company on the show into the real world. With the help of Saga, an in-house creative platform, Hexagram has developed interactive experiences for a global audience of millions.

And Shubert is providing the theatrical and back experience and access to talent. Shubert currently owns and operates seventeen Broadway theaters, six off-Broadway venues, and the Forrest Theater in Philadelphia, as well as hundreds of other theaters.

Multiple projects

The Odeon Production Pilot Program has been launched to help existing productions explore the opportunities of the augmented theater venue. Interested partners are offered two levels of service: The first level is Consulting, where the award-winning Odeon team works directly with production to design an Odeon experience based on their intellectual property. The second level, development, expands
the consulting level to create a complete extended reality presentation that integrates with existing show control systems and includes optional ticketing and marketing support.

There are big venues like the Hollywood Bowl that have massive screens that could be used to project digital images that accompany a play, said Kyle Wright, director of digital projects for the Shubert Organization, in an interview.

“When we think about audience building and what it means for Broadway to grow, it’s not quite literal in the sense that everything we participate in, invest in, or nurture has to happen on a Broadway stage,” Wright said. “How do we transform the worlds around these theaters that have these incredible narrative worlds so they don’t start when the lights go out but in Times Square?”

The team has a pilot program with multiple shows in the works.

“A lot of what we do is try to think about how we continue to improve the experiences and methods of storytelling on Broadway,” Wright said. “The metaverse and augmented reality are just another layer we can add to make storytelling more powerful. So what we consider our core competency is creating great stories that change people’s hearts and minds. For this reason, my goal is always how we do it better, more efficiently, reach more people and increase the quality and transformative effect of what we do. “

Riggs said there are challenges, especially if not everyone has the same devices.

“How can we use those devices to make things more magical when they’re watching live performance like that?” she asked. “There are many different applications. We are excited to find out how this can be applied to all entertainment properties. “

There are about 10 people working on the initial project.

Adding technology

Above: Odeon technology fits seamlessly into existing live shows and your workflows.

Image Credit: Odeon Theatrical

Auten worked in the animation and video game industry and founded Hexagram a decade ago to pursue immersive entertainment. The company moved to cloud rendering and custom AR content. Your company is bringing that experience to the project.

“We started to really think very broadly about what it means to be a person in a space, to have an experience mediated by technology,” Auten said. “When the opportunity to work together with partners in the world of live theater arose, especially considering everything that has happened in the last two years, we were really excited about the ability to take on these incredible worlds that people have been in. working for everyone. this time and take them outside and expose them to more people. “

This does not mean that they are ditching traditional cinemas or that everyone will have their smartphone during a show.

“It can be incredibly additive and I think even comical in a lot of ways,” Wright said. “There really are those moments of little fragments of magic that you don’t expect. And they integrate seamlessly with the program. “

Technology should be good for shows with themes like magic or fantasy, but it depends on the imagination of the creators.

“It is authentic and very realistic for the performance. But one thing to keep in mind is that with this particular partnership, what you see is the first professional attempt to bring the metaverse to Broadway, “Jamil Moledina, CEO of Hexagram, said in an interview. “This is not about taking Broadway into the metaverse. The nuance here is allowing Broadway, and any existing medium in particular, to shine on its own, allowing it to continue to exude the magic that it has had for decades. “

As for restarting the theater, that’s just beginning, Wright said.

“We have never rebooted this battleship from scratch before,” he said. “It is uncharted territory, but it seems to be going well.”

VentureBeat

VentureBeat’s mission is to be a digital urban plaza for technical decision makers to gain insight into transformative technology and transact. Our site offers essential information on data technologies and strategies to guide you as you run your organizations. We invite you to become a member of our community, to access:

  • updated information on the topics of your interest
  • our newsletters
  • Exclusive content from thought leaders and discounted access to our treasured events, such as Transform 2021: Learn more
  • network features and more

Become a member

Do Not Miss

More articles

LEAVE A REPLY

Please enter your comment!
Please enter your name here

DVD streaming and rental company Redbox was up ~ 24% on...

0
Dade Hayes / Deadline: Redbox, the DVD rental and streaming company, was up ~ 24% on its Nasdaq debut after a...

Which RBs Will Rush Their Franchise to the NFL Playoffs?

0
When it comes to power rankings the only men who tend to get talked about are NFL quarterbacks. Of course, this is with good...

Jeffrey Sachs: ‘I see no financial obstacles to getting to net...

0
This is part of a series, ‘Economists Exchange’, featuring conversations between top FT commentators and leading economists about the coronavirus economic recoveryFor more than...

The Pope and Biden must discuss the marriage

0
The Pope and the president will meet later this month before the G-20 meeting, and social justice will undoubtedly be a topic of discussion.Pope...

Q&A: How Gabon Plans to Lead African Negotiators at COP26 |...

0
In 1999, American conservationist Michael Fay spent 15 months walking 3,200 km (2,000 miles) through the Congo Basin, documenting the region's pristine forests and...

Filinvest REIT Corporation Annual Shareholders Meeting Notice

0
Please see the Filinvest REIT Corporation Annual Meeting of Shareholders Notice below: ADVT. Subscribe to our commercial newsletter Read next Don't miss the latest news and information....

Marcy Venture Partners, co-founded by Jay-Z, just closed its second fund...

0
Marcy Venture Partners, the venture firm co-founded in 2018 by Shawn Carter (Jay-Z), former Roc Nation CEO Jay Brown and former Walden VC general...

European automakers warn industry risks a repeat of chip shortage crisis

0
European automakers must reduce their dependence on Asia for semiconductors or risk a recurrence of the crisis that has caused factories to close across...

Astros’ cheating scandal explained: how Houston’s 2017 signal stealing scheme rocked...

0
The Astros are back in the World Series for the third time in five years. Though several years after the cheating scandal that marred its...

The best shiny Pokémon GO trackers to use in 2021

0
Pokémon GO is littered with shiny shapes always coveted by many Pokémon, but keeping track of those available and those that a trainer has...

Former Titans and Rams coach Jeff Fisher is ‘in the mix’...

0
Jeff Fisher has not returned to the coaching ranks since the Los Angeles Rams fired him during the 2016 season, but he may soon...

The 5 best Pokémon to catch during the Pokémon GO Halloween...

0
There are several spooky Pokémon roaming the wild in Pokémon GO for Halloween, some of which will be great to add to any team.Pokemon...

Malaysia-based Poladrone Raises $ 4.29 Million Seed Round to Protect Crops

0
Rhinoceros beetles are one of the biggest threats to oil palm crops, attacking plants when they are young and potentially reducing a farm's yield...

Squid Game Creator: ‘I’m not that rich. It’s not like...

0
HWang Dong-hyuk is laughing at me from his office in Seoul. I just asked the creator of Squid Game, the hit Netflix show,...

J Balvin apologizes for showing black women as dogs on leashes...

0
Colombian superstar J Balvin apologizes for his controversial music video for his song "Perra," which showed him walking two black women on thongs.J Balvin...

The Elder Scrolls Online Witch Festival Writing Explained

0
The Witches Festival Writ is one of the many rewards players will receive during the Halloween event in The Elder Scrolls Online. However,...

New Cash Raising Firms Grow US Junk Market To Record Size

0
A generation of newcomers to the US junk bond market has propelled it to record size, with entry-level issuers borrowing cheap cash from investors...

Not all green jobs are safe and clean

0
In a decarbonized global economy, metals may be the new oil. The demand for copper, nickel, cobalt and lithium is likely to increase...

Complete list of all aircraft spawn locations in GTA Online

0
The only thing that makes GTA Online more interesting than many other games is the variety of aerial vehicles in the game. In...

EY and Wirecard: anatomy of a flawed audit

0
In December 2018, just weeks before doubts about one of its most high-profile clients began to circulate widely, the auditor EY Germany decided to...

Marshawn Lynch’s ManningCast interview had a bit of Hennessy, Skittles, and...

0
ESPN's ManningCast returned in a big way for the "Monday Night Football" game between the Saints and Seahawks. In fact, he immediately went...

NFL Picks, Week 8 Predictions: Vikings Stun Cowboys; The lions...

0
Aaron Rodgers has made several memorable appearances on Thursday Night Football since he replaced Brett Favre against the Dallas Cowboys in 2007. There was the...

5 of the best streamers in Minecraft Dream SMP

0
Dream Survival-Multiplayer (SMP) has become one of the most popular private multiplayer servers on the internet. Every Minecrafter has heard of the infamous...

Itto’s constellations and distinctive weapon stats changed.

0
Genshin Impact 2.3 leaks have revealed changes to Arataki Itto's constellations and signature weapon, with new upgrades and nerfs for his kit. Itto...

Mass Burial to Relieve Papua New Guinea Morgue Overflow as Covid...

0
Papua New Guinean authorities approved a mass burial to ease pressure on the Port Moresby hospital morgue, where bodies are stacked on top of...

Frances Haugen told UK MPs that Facebook is "undoubtedly making the...

0
BBC: Frances Haugen told UK MPs that Facebook is "undoubtedly making hate worse" and warns that Instagram is "more dangerous than other forms of...

Golden State Warriors vs Oklahoma City Thunder Game Prediction and Preview...

0
The Golden State Warriors will look to continue their winning streak when they face the Oklahoma City Thunder in the Paycom Center on Tuesday.Both...

Scott Morrison Says Australia’s Net Zero Emissions 2050 Plan is Election-Based,...

0
Prime Minister Scott Morrison published the government's plan to achieve net zero emissions by 2050 and updated Australia's projection for 2030 to between 30%...

How Online Slots Technology Has Evolved

0
For many of us, slots are the first thing that comes to mind when thinking of casinos. These games have become incredibly popular and...

The royal wedding in Japan begins with little fanfare

0
TOKYO - The last time the sister of a future emperor of Japan was married, thousands of supporters lined the streets as the bride,...

Alan Tudge is completely wrong. Anzac must be challenged, as...

0
ME.Ever since warmonger Billy Hughes urged Australian men to go "fight for White Australia in France" during World War I, Australian politicians have been...

Modern Land becomes the latest Chinese developer to fail to pay...

0
Modern Land has become the latest Chinese developer to default on a dollar bond in a sign of continued turmoil in the country's real...

Worried about stagflation? Strategists say these stocks typically outperform

0
The trip to the gas station is increasingly painful for millions of motorists each week. Diesel is now more expensive than ever in...

How to fish in Elyon

0
Elyon is a massively multiplayer online role-playing game developed by KRAFTON that was released for NA and US players on October 20, 2021.Like many...

Former senior UN official named next UN envoy to Myanmar

0
UNITED NATIONS (AP) - Secretary-General Antonio Guterres announced Monday the appointment of former UN Under-Secretary-General Noeleen Heyzer of Singapore as the new UN special...

Liverpool news roundup: Reds to face Arsenal competition for Bissouma, Red...

0
Liverpool continued their impressive away form in the Premier League, defeating Manchester United 5-0 at Old Trafford on Sunday. The result meant Liverpool...

Biden fights to save ambitious climate agenda ahead of COP26

0
Kamala Harris, the vice president of the United States, met with a group of top climate activists in Washington on Monday to reassure them...

The ‘World Series MVP’ quiz

0
The 2021 World Series begins Tuesday night, with National League Champion Atlanta Braves traveling to Texas to face American League Champion Houston Astros. ...

Goldman and Morgan Stanley update their top stock picks amid a...

0
Wall Street analysts have chosen a number of new ESG-related stocks that they hope to benefit from global momentum to meet net zero emissions...

Climate migration expected to increase in India amid extreme weather |...

0
One study says that droughts, floods and heat waves are driving climate migration as the country's poorest are forced from their homes.An increase in...

What time is the World Series tonight? TV schedule, channel...

0
The World Series is finally here. MLB's first full season since 2019 came down to just two teams in the quest for the title: the...

Does Wobbuffet have any use in Pokémon GO?

0
Wobbuffet has had a reputation in the Pokémon series for being something of a joke, but it has its applications in Pokémon GO, specifically...

Princess Mako of Japan marries a commoner and loses her royal...

0
TOKYO: Japanese princess Mako married a commoner and lost her royal status on Tuesday in a union that has divided public opinion after a...

Indiana Rally Employees Leave During Night Shift – Rat Infestation, Low...

0
While many people need a job, some people at a Rally's restaurant located in Jefferson, Indiana, decided to step away from their roles.According to...

Former South Korean President Roh Tae-woo dies at 88

0
SEOUL, South Korea (AP) - Former South Korean President Roh Tae-woo, who participated in a military coup and then won the election that was...

Dean du Plessis: blind cricket commentator who now loses his hearing...

0
Harare, Zimbabwe - Dean du Plessis was born blind. Forty-four years later, du Plessis says he is the world's only blind cricket journalist and commentator...
- Advertisement -

Don't Miss