LIVE Spring 2024 – Web



CJP’s virtual production project at Southampton Solent University is training the next generation of filmmakers

W e love an umbrella term when it comes to media technology, and extended reality (XR) is one of them. It covers off all immersive technologies, including augmented reality (AR), virtual reality (VR) and mixed reality (MR) – and of course those yet to be created. XR technologies extend the reality we experience, through merging virtual and real worlds together – or creating a fully immersive experience. The global XR market is expected to grow considerably in the coming years, with XR innovation expected to be strong in the US, Asia and Europe. Many of the major players in the AV space have stepped up to the task of the development of XR experiences – be it for advertising and signage, or at gallery exhibits and theme parks. As a result of its growing presence, XR studios are on the up – at a global scale.

Extended reality has transformed storytelling as we know it. We discover the depth of its impact, and the studios that are facilitating that growth

Words Verity Butler

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