Collaboration is the future of experiential entertainment 

by Thomas Vertommen, Panasonic Connect Europe

Do you remember when you saw your first immersive entertainment experience? The visual impact was nothing short of mesmerising. Standing amidst projections that painted the air with light and colour. However, as the world has become more familiar with the scale and 360-degree projection of images, these immersive experiences are fast becoming the baseline for what’s now possible in LBE. The future is experiential entertainment.

This holistic engagement of all the senses requires entertainment venues, content creators and technology providers to work more collaboratively than ever before. Experiential entertainment will be a multi-dimensional approach with true immersion. It appeals to our full sensory spectrum—touch, hearing, smell, and, who knows, in the future, possibly even taste! 

Technology’s role in facilitating deep collaboration 

One of the keys to realising complex, multi-sensory experiential entertainment is technology—specifically, tech that allows for the seamless integration of new innovations. The Intel Smart Display Module (SDM), for example, represents the kind of technological advancement that underpins this new era of entertainment. It’s a tool that enables creative visions to become reality when previously it might have been too difficult or expensive.  

The BBC Earth Experience in Melbourne is one such example. Here, Panasonic, HIVE and Intel collaborated on the technology to create a new distributed architecture for immersive experiences. This revolutionises traditional set ups by decentralising the processing elements.

Using the Intel SDM slot in Panasonic projectors, HIVE created a compact media server solution on a board called the BeeBlade. This integrates directly into the Panasonic projector. Locating the media processing engine in the display device significantly reduces the need for extensive cabling and centralised control systems. 

The result is a more streamlined, cost-effective, and energy-efficient setup. This system also offers greater flexibility, allowing for easier transportation and quicker assembly, essential for touring immersive experiences. 

But in the same way that the Intel SDM slot can revolutionise the costs involved in touring experiences, it can also move experiential entertainment forward. Imagine AI-based Smart Display Modules that can turn projectors and audio systems into intelligent devices to create unique tailored experiences on the fly.

In essence, the development of Intel SDM enables anything that can be created on a PC to be integrated into AV. The ability to integrate the latest technology developments into AV devices unlocks an unlimited world of new creativity. 

In experiential entertainment, collaboration is the cornerstone of innovation 

But technology alone – even with the help of AI – is not enough to break new boundaries in experiential entertainment. The technology in the hands of the content creators, alongside the input of experts, will lead to incredible new breakthroughs. That’s where Panasonic engineers’ openness to collaboration is essential. 

At Panasonic, we realise that content creators are not interested in technology for its speeds and feeds. Instead, they are interested in how it can turn imagination into reality. That’s why our technical engineers are encouraged to collaborate closely with content creators and our partners. It’s an essential part of the creative mix. The creatives combine with our technical experts to inspire new possibilities.  

One fascinating example of this collaboration is the Lumina Cathedral of Toledo. This immersive experience combines the power of history, spirituality and art to bring to life the story of this magnificent Spanish cathedral. 

A multidisciplinary team of twenty-nine experts meticulously developed the immersive experience. This included historians and theologians, as well as audiovisual and scenography experts, professional scriptwriters, engineers, architects, designers, voice actors, musicians, and artists.  

Facilities to bring visions to life 

To help bring experiential entertainment to life, engineers often need to bring equipment and engineers to content studios to help develop and test the experience during its creation.

Alternatively, Panasonic can invite content creators to its European Customer Experience Centres to explore what’s possible. Because the company offers a complete range of projector and display technologies, content creators, partners, and potential customers have access to a range of technology options to suit their vision and budget.  

Experiential entertainment: the next chapter 

As we look towards the future, LBE’s trajectory is unmistakably toward more integrated, collaborative efforts. This isn’t just about using technology as a tool but as a platform for innovation, where diverse expertise and creative ambition can come together to create unparalleled experiences. 

Panasonic’s collaborative approach underscores a broader industry shift. It’s an essential element in creating experiences that fully immerse and engage the audience, marking an exciting new chapter in the story of entertainment. If you are involved in helping to create this new chapter, get in touch or find more information here.