Virtual Hollywood: What Are the Major Studios Doing to Embrace XR?
Franchises that have surged beyond the theater to generate billions of dollars in revenue from video games to action figures. Now, with the help of AR and VR, studios have reversed this dynamic by bringing the consumer into the worlds of keystone franchises. From in-store activations to social-driven campaigns, the limits of immersive technologies are still being defined. What roles will AR and VR will play in brand engagement and storytelling moving forward?