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Augmented Reality in Entertainment Industry

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By Veronika Petrenko
12 min read
11.05.2021
Last updated on 30.12.2022 at 09:43
augmented reality in entertainment industry

The entertainment industry has been rocked to its core with the emergence of new technologies such as Augmented Reality. This revolutionary technology is quickly becoming one of the most influential and sought-after advancements in entertainment and has sparked a new wave of innovation. 

Augmented Reality in entertainment is changing the industry’s landscape by transforming how stories are told, music is heard, and people interact with their favorite characters. In this article, we will explore how AR is being used to enhance and expand the entertainment experience and how it creates a new level of engagement and creativity in numerous related industries.

Entering a New Dimension of Gaming with AR

AR gaming is a burgeoning technology that blends the physical world with virtual elements to create unique gaming experiences. AR games utilize a combination of computer vision, AI, and sensor data to bring the real world into our gaming space. It can involve interactive props, such as a joystick or gamepad, used to link with virtual environments. While Pokemon GO is the first AR-based game that usually comes to mind, numerous other stunning and popular games exist. For example:

  • The Walking Dead: Our World: This AR mobile game, developed by Next Games and AMC, allows players to battle zombies and complete real-world missions like scavenging for supplies and battling with other survivors. Using the camera and GPS on their devices, players can see and interact with virtual characters and objects as if they were there. The game uses cutting-edge AR technology to create an immersive experience where people can see digital elements overlaid in the real world through their device’s camera.  
  • Ingress: This is an AR-based massively multiplayer online game that involves players physically traveling to different locations to capture “portals” and defend them against rivals. Players must scout their surroundings carefully to discover hidden portals that they can claim to form a robust network of allies.

How AR is Changing the Way We Experience Music

The music industry today isn’t just about creating and distributing songs. It’s now a uniting way to bond with fans through visuals, gaming, and personalizing experiences. AR technology has made this interactive approach possible by allowing musicians to create simulated worlds that engage with an audience in a new and exciting way.

For example, artists can leverage AR to make their performances more immersive for their fans. Creators use AR to allow people to interact with their music more intimately by playing virtual instruments in a collaborative jam session or customizing their virtual soundscape that fits the artist’s sound. 

AR can also provide music fans with exclusive content and experiences they can’t find anywhere else. For instance, some artists have been using AR with primary streaming services to offer exclusive content like behind-the-scenes looks at making a song or album.

Here are two examples of how AR has successfully floated into the music industry:

  • Live music performances: In 2019, the band Muse used AR technology to create an immersive live music experience during their “Simulation Theory” tour. The band used AR headsets to project interactive visual elements onto the stage, allowing the audience to see and hear the music in a completely new way. AR technology allowed the band to create a one-of-a-kind live music event that was unlike anything that had been done before.
  • Music videos: In 2020, the artist Billie Eilish released a music video for her song “Therefore I Am” that incorporated AR technology. Viewers could use their phones to scan particular objects in the video, which would trigger the appearance of additional AR elements. This technology in the music video helped create a more captivating viewing experience.

AR in TV: A New Era of Interactive Programming

AR in entertainment also touches upon and transforms the television industry, letting viewers become more than passive content consumers. This technology can connect people directly to the stories unfolding on their screens. 

That is, AR can broadcast virtual 3D content on top of existing 2D footage, making TV shows and movies more visually striking and engaging. It can also unlock new storytelling possibilities and allow enchanting experiences that encourage viewers to become part of the narrative.

Moreover, AR provides additional information about the content shown on television. You can look at your TV screen and be presented with other contextual information about characters, settings, and plot points. It could increase engagement with storylines while making the experience more informative. 

Here are two examples of how AR has spruced up the television industry:

  • Game shows: In 2020, “The Circle” used AR technology to create an interactive viewing experience for audiences. During the show, viewers could use their phones to scan specific objects and see the bigger picture, thanks to AR.
  • Virtual sets: In 2021, the television show “The Mandalorian” used AR to create a virtual set for one of its episodes. The use of AR technology allowed the producers to develop a realistic and immersive set at a lower cost, and it also allowed for more creative and innovative stage designs.

Innovating Sports with AR Technology

ar in sport
Source: laliga.es

The sports industry is another venue where AR has been implemented to good effect. By providing fans with an ultra-realistic experience, athletes with enhanced performance, and teams with efficient analysis, AR has begun refashioning how sports are enjoyed and evaluated.

On the fan side of things, AR is changing the way enthusiasts communicate with their favorite teams. People can now attend virtual matches, explore interactive stadiums, and customize their digital avatars to represent themselves in the stands. For example, Microsoft recently teamed up with LaLiga to use its HoloLens 2 glasses for a fully-immersive sports experience.

In addition to enhancing the viewing experience, AR technologies provide athletes with innovative training solutions. For instance, by combining wearables and AR displays, teams can track their players’ performance in real time while they practice. It also enables coaches to adjust their athletes’ technique instantly and facilitates an effective training process.

AR is quickly modernizing the sports industry and will continue for years. Enabling more efficient training methods for athletes, improved viewing experiences for fans, and better team analysis, this technology is ushering in a new era of sports that will benefit everyone involved.

Here are two examples of how AR has been used in the sports industry:

  • Training and coaching: The NFL’s Kansas City Chiefs used AR technology to create a virtual training environment for their players. AR technology allowed the team to design a realistic and immersive training environment that allowed players to practice and improve their skills more efficiently.
  • Interactive broadcasts: The NBA used AR technology to create an interactive broadcast of the All-Star Game. AR technology projected real-time stats, graphics, and interactive features and enabled people to see different angles or perspectives of the game. It helped create a richer viewing experience for fans.

AR and the Theater

ar in theater
Source: nytimes.com

Theater directors, designers, and actors can now create a truly mesmerizing experience for their audiences thanks to Augmented Reality. The technology can design beautiful backgrounds, using visuals, soundscapes, and interactive elements to create an entirely new world for the audience to explore. AR also allows theatergoers to discover the set and characters in real time, bringing them to life with lifelike movements and facial expressions. It creates an entirely new layer of connection between the audience and the actors. 

Through this technology, theaters can bring the magic of their performances to wider audiences than ever before. Augmented Reality has already given a boost for restructuring theatrical shows, promising to bring the art form into the 21st century and beyond.

  • Interactive stage performances: The theater company Punchdrunk used AR technology to create an immersive stage performance called “The Invited.” This approach allowed the company to build a spectacular performance, letting audience members interact with the content in real time.
  • Virtual sets: The National Theater has used AR technology to create virtual sets for their productions (including a well-known “Hamlet”) for years. AR empowered the theater to come up with a remarkable performance, which left visitors with a lasting and, importantly, positive impression.

AR in Art Galleries: Enhanced Interactive Exhibitions

ar for art galleries
Source: unitear.com

An application of AR in entertainment is also reshaping the art gallery experience, invigorating the artwork in exciting new ways. With the simple scan of a smartphone or tablet device, visitors can be transported into a world of interactive 3D visuals that can impress even the pickiest aesthete.

Artists are leveraging AR technology to let people explore and discover the layers of meaning behind each piece. They use Augmented Reality to add movement and sound to pieces, adding a whole new dimension to the traditional gallery experience. The audience, in turn, can get close to the artwork and become enveloped in the environment. People can appreciate the subtleties of composition and color that may have been missed. 

The technology also has potential applications outside of gallery walls. By embedding AR content into social media and marketing campaigns, artists can reach broader audiences and inspire people to pilgrimage to see the artwork in person. 

The possibilities of Augmented Reality in galleries are only just beginning to be explored, and with new advancements happening every day, it is sure that this technology will soon modify how we experience art.

Here are two examples of how AR has been utilized in the art gallery world:

  • Interactive experiences: The Tate Modern art gallery used AR technology to create an exciting exhibition called “The Dream Makers.” It helped craft an unforgettable experience for its viewers, allowing them to interact with art in ways that would have been impossible with traditional techniques.
  • Virtual art installations: The Metropolitan Museum of Art utilized AR to create a digital exhibition called “The Virtual Gallery.” The gallery managed to create a realistic, immersive experience for its viewers, giving them the feeling they were indeed part of the exhibit.

AR in Travel: The Possibilities are Endless

Location Based AR in Tourism
Source: shutterstock.com

The integration of AR into the travel industry has changed how people explore, discover, and interact with the world. With AR, travelers can now access information about their destinations before ever setting foot in the country. People can use AR-enabled apps to explore cities and attractions from their homes. As they do, they can receive personalized recommendations, directions, and other information that they need to make the most of their journey.

AR has brought unprecedented convenience to the travel experience. It has given wanderers the ability to explore their destinations more deeply and confidently while giving them access to a wealth of helpful information. It makes it easier and more enjoyable for them to have an incredible experience no matter where they may roam.

  • Interactive travel guides: The travel company Lonely Planet released an AR app called “Lonely Planet AR.” It allows users to scan landmarks or points of interest and see additional AR elements, such as historical information or interactive graphics.
  • Digital tours: Viator is another travel company that launched a virtual tour service that uses AR technology. The service lets users take digital tours of popular tourist destinations while staying home.

AR in Other Industries: A Game-Changer for Business and Consumers

The potential of AR has become increasingly apparent in recent years, particularly as technology has become more accessible and widespread. As a result, the application of AR in other industries beyond the mentioned ones is rapidly on the rise. From marketing and advertising to retail and hospitality, Augmented Reality applications in entertainment have altered how we interact with products and services, creating an entirely new level of immersive customer experience. 

Take the fashion industry, for instance. You can now say goodbye to physical clothing stores and say hello to the future, thanks to the Apparel app! Consumers can access fashion apparel with the touch of a button, making shopping hassle-free. With the increase of such apps, buyers can browse through hundreds of designer clothes and virtual dressing rooms, allowing a more enveloping and convenient shopping experience for anyone who wants to stay ahead of trends.

Assume out-of-space explorations are your cup of coffee. In that case, you can take a chance, embark on the ultimate outdoor adventure, and explore the world beyond with Sternglas Alpha Astronomy Binoculars! The advanced digital technology of this device provides an astounding crystal-clear view of distant sights and scenes. Super lightweight and immensely powerful, you can even experience a close-up view of objects as if you were looking at them from arm’s reach.

How AR Metaverse Will Transform Entertainment

Augmented Reality will reform entertainment as we know it today. Merging the fictitious and physical worlds will create an entirely new realm of all-encompassing experiences where users can interact with, change, and influence their entertainment surroundings in ways never imagined.

For example, movie-goers can visit a simulated world inside the theater that transports them to their favorite films. Rather than passively watching a movie, viewers can explore detailed 3D sets, communicate with characters and objects, and experience the environment as if they were actually in the film. 

Other events and music festivals will take on an entirely new form, with concert-goers immersed in dazzling visuals and special effects as they wander through a magical landscape. Virtual worlds could also offer interactive gaming experiences, allowing users to devise custom avatars to join real-time tournaments, competitions, and social events.

Conclusion

AR used in entertainment is the next multi-concept and wide-ranging paradigm, offering dynamic and exciting experiences for many industries, including games, sports, movies, and theatrical performances. By utilizing cutting-edge technology, this type of experience can create new and innovative ways for people to be amused and reform the entertainment industry. 

Furthermore, with continued investments and development, the technology can surely bring unprecedented levels of enjoyment and engagement to consumers. AR brings us closer to an age of immersive entertainment and provides a glimpse of what the future holds – a future where real and digital worlds merge seamlessly to bring us new, exciting, and more all-encompassing emotions.

The potential of AR to enhance entertainment is undeniable; however, you need the right team to make it work. When creating a powerful experience through Augmented Reality, WE/AR Studio is the partner you can count on. Contact our team today to get started unlocking the power of Augmented Reality in entertainment!