Disney has always been at the forefront of amusement parks. Of course, the company is a purveyor of entertainment first and foremost, and they have proven to stand the test of time by utilizing new technologies in ways that could bring fun to people of all ages. Now, in the age of screens, mobile internet,and virtual reality, how does Disney take its entertainment business into the future?
What is immersive entertainment?
Earlier this year, Disney introduced people to "The World of Avatar." It is an attraction that is meant to take participants into the world of Pandora, the fictional planet that is the setting for James Cameron's 3D epic, "Avatar." It does this by a combination of immersive elements aided by the latest technology.
Bioluminescence, lively and diverse flora and fauna, and "audioanimatronics" bring this world to life with one and only one purpose: total audience immersion.
"The World of Avatar" is the first step towards what people are now calling "immersive entertainment." The Verge describes total audience immersion as the future of entertainment. Just as how we like to be engrossed in the books we read, the movies we watch, and the video games we play, this kind of entertainment could give us a chance to step into a world feel like we are actually in it.
Of course, when explained this way, VR technology is the first thing that comes to mind. But immersive entertainment is apparently broader than that.
According to an article by The Verge, this entertainment medium could span experiences from Google Daydream, to "escape rooms" and "haunted houses." To be fair, not all of these are entirely new, but modern technology will help improve on existing ones to a point where there's little doubt whether what people seeing is simulated or "real."
A naming problem
However, the same article refers to a problem with the development, albeit a little one: we don't know what to actually call it.
Sure, the term "immersive entertainment" may be passable for developers, but for the general audience, it's unwieldy. Unlike "movies," "music," or "tv," the term doesn't quite have a ring to it.
Take, for example, the "Friday night test." You would call your friend on a Friday night and tell them that "Hey, let's go watch movies on a Friday night." But saying "Hey, let's go for some immersive entertainment Friday night" wouldn't probably be as appealing.
Regardless of the marketing problem, immersive entertainment sure is the future. We can trust Disney and other purveyors of amusement to come up with clever names. Disney came up with "Storyverse" and "Cinemagic," and more ideas may come in the future.
