How immersive entertainment is driving innovation in arts and culture

By Katie Crosta, Platform’s new Head of Arts, Culture & Entertainment.

My earliest immersive entertainment experience was the Space Mountain ride at Disneyland Paris. I was 12 years old and on holiday with my best friend and her family, and I remember her dad’s white whoosh of hair in front of me as he bravely sat in the front row, shouting out every time a planet shot through the sky towards him. Then in the mid-noughties, we had 4D screenings, a cinema experience that went beyond 3D to incorporate moving seats, bursts of air and jets of water. It was exciting and different, yet it felt clunky and strange.

But immersive experiences have come a long way since then, and that’s especially true for arts, culture, and entertainment. COVID restrictions forced attractions, institutions, and venues to quickly find new ways to connect with their audiences, and for many, this meant looking to technology.

Now, we’re spoilt for choice. In 2022 David Byrne debuted his new immersive production Theater of the Mind, a journey through different stages in his life using VR. Gorillaz revolutionised the concept of a music video with a world-scale immersive performance where fans could experience them in larger-than-life AR. And Exotopia has been taking passengers on an NFT space voyage experience, where they can join imaginary voyages to study alien life on actual exoplanets in our galaxy.

Looking ahead, Manchester’s new cultural hub Factory International is set to open, with a large-scale immersive adaption of The Matrix directed by Danny Boyle planned for October. The BBC Earth Experience launches in London, an immersive audio-visual journey through the natural world with narration from David Attenborough. And if you’re a fan of Van Gogh, several different immersive experiences are currently taking place in cities worldwide.

The opportunities for media storytelling are huge – across the creative industries, music, film, art, gaming, attractions, cultural institutions and even heritage. The brands and studios making these experiences happen are set for growth. The best way to support that growth is by leveraging strategic communications to help attract new business, investment, and talent.

At Platform, we’re ideally positioned to help. Our team has extensive experience working with leading tech, media, and entertainment brands, including Sony Pictures Entertainment, ITV Studios and Electronic Arts. As well as with creative studios and in partnership with cultural institutions like Carnegie Hall and MoMA.

We understand the value of a compelling thought leadership strategy and how impactful storytelling can significantly elevate industry presence. We can help ensure projects get recognition in the media and align with any relevant project, tech, and creative partners to maximise opportunities for publicity.

Exciting things are happening in the space where tech and culture collide, and we’re thrilled to be partnering with brands and studios in 2023. If that sounds like you, let’s connect.

You can reach me here: katie@platformcomms.com