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Kacey Musgraves’ impressive levitating moment is the culmination of a series of carefully choreographed beats
It could be anything from an exhibition to a theatre show – but where you are still an active part of it and you have agency over the journey. We did Batman Unmasked last year, which we were very careful to call a ‘themed exhibition’, as it wasn’t just an exhibition. Because it’s being used a lot, the meaning gets diluted and is starting to lose its power. I’m developing a big intellectual property (IP) at the moment, which I unfortunately can’t name, but is based on a very well-known franchise of movies – and we’ve been having a discussion about what we can call it. It’s theatrical and immersive, where you are split into groups going from room to room and experiencing things happening to you – led by actors. Some of the team say they don’t want the name immersive because it’s used too much. The use of the word is not very black and white – but I think the whole immersive world is like that. That’s why it’s so tricky, but also so fascinating. If you think about it, the immersive ‘boom’ had probably been going on for about ten years, whereas concerts and theatre shows have all been going on for centuries. So the immersive world is still a baby, and we’re still just figuring out what it really means. What AV trends have you noticed in your line of work?
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