Technicolor, a worldwide technology leader in media and entertainment is opening its new Technicolor Experience Center in Culver City, California. The center will house projects that push the boundaries of immersive media applications, from utilizing virtual reality devices to enhancing experiences throughout entertainment and advertising. According to Marcie Jastrow, Senior Vice President of Immersive Media for Technicolor and head exec of TEC, the goal of the center is to gather both artists and technologists within the company and task them with developing high-concept content for the newest tech platforms.
Technicolor has an already booming inventory of VR initiatives. The parent company to media corporations MPC, The Mill, and Mr. X, Technicolor has worked on VR projects such as 20th Century Fox’s The Martian, Felix and Paul Studio’s Introduction to VR, and Turkey 360, Nike’s 60 second advertising video of a Turkish football team’s locker room in fully immersive, 360 degree VR film. Technicolor resolves to work on campaigns and videos similar to these, hoping to connect humans with international events through virtual first-hand experiences.
MPC is currently partnering with Samsung to contribute to Warner Bros’ Suicide Squad virtual reality project. Suicide Squad, a DC villain movie to hit theaters next week, is allowing fans who own VR headgear to get a closer look into the anti-heroes schemes. Once the headset is in place and running, users will be able to view certain scenes of the movie in 360 degree third person perspective, but will also have the option to get inside the characters’ heads in a first-person viewing function.
Tim Sarnoff, Technicolor deputy CEO and president of product services, said the VR projects will allow the company’s creative teams to find new ways to reach out to the public.
“The Technicolor Experience Center creates a vibrant ecosystem that enables our teams, partners and customers to advance the state-of-the-art in this new form of storytelling,” Sarnoff said.
With the rise of VR products such as Oculus Rift and the HTC Vive, a plethora of digital media companies–including Google, Facebook and Samsung–are competing to most efficiently and realistically combine real life with the tech world. Virtual reality has already hit the classrooms to drop elementary schoolers in fully immersive scenes from historical events. It’s used in therapy sessions to help treat patients with PTSD. Automobile racing video games are one of the biggest in the gaming industry utilize virtual reality tech, allowing its players to feel like they are operating the vehicle themselves instead of watching pixelated characters on the screen in front of them compete for first place. VR is gaining momentum as it’s beginning to cover the film industry, not just games or realistically depicted events and locations.
Technicolor initially revolutionized the world of movies 100 years ago with the birth of saturated film for musicals like The Wizard of Oz and Down Argentine Way. Now, the company is taking advantage of the newest and most innovative technology to enhance the film industry even further.