{"id":2156,"date":"2021-02-23T10:27:00","date_gmt":"2021-02-23T10:27:00","guid":{"rendered":"https:\/\/audienceofthefuture.live\/?p=2156"},"modified":"2021-02-26T10:32:21","modified_gmt":"2021-02-26T10:32:21","slug":"mativision-live-from-your-laptop","status":"publish","type":"post","link":"https:\/\/audienceofthefuture.live\/2021\/02\/mativision-live-from-your-laptop\/","title":{"rendered":"Mativision: Live from your laptop"},"content":{"rendered":"\n

Award-winning immersive media production company Mativision<\/a> conducted a wide-ranging feasibility study to learn more about the way in which audiences engage with live immersive music and entertainment experiences. Mativision\u2019s founder and chief executive Anthony Karydis and experience designer Athina Metridou explained to us what was involved and what they learned.<\/p>\n\n\n\n

What\u2019s the big idea?<\/h3>\n\n\n\n

Most live immersive entertainment events have to date followed broadcast television formats, using techniques like multiple camera angles to help audiences feel present within the experience. But despite making great technical leaps forward, live immersive experiences haven\u2019t gained the big audience numbers anticipated. There is likely to be untapped potential to really enhance the audience experience of these events.<\/p>\n\n\n\n

Having worked for more than a decade creating live immersive experiences for major entertainment shows (e.g. American Idol and the MTV European Music Awards), Mativision wanted to find out what users want from immersive experiences and how these needs can be met. So they created a feasibility study called Project LIME (short for live immersive music experiences) researching the ways in which live immersive performances are viewed and distributed. Project LIME also studied audience expectations, perceptions and behaviours when engaging with immersive technology.<\/p>\n\n\n\n

Who was the study aimed at?<\/h3>\n\n\n\n

As well as informing their own immersive entertainment work, Mativision\u2019s research aimed to find insights for creative companies and professionals working in immersive entertainment to help make more engaging content, and potentially find new revenue streams as well.<\/p>\n\n\n\n

How has Audience of the Future supported the project?<\/h3>\n\n\n\n

Project LIME cost just over \u00a359,000. Of that, Mativision funded 30% of the costs and Audience of the Future\u2019s Design Foundations Challenge provided the other 70% (\u00a341,374).<\/p>\n\n\n\n

How was the study run?<\/h3>\n\n\n\n

After carrying out a review of existing literature on immersive technology, Mativision created an online survey supported by several immersive content prototypes. These were VR-based but watchable via other devices, such as smartphones. The prototypes showcased a variety of ways to present content to audiences. For example, one allowed viewers the option to either switch between multiple cameras at different locations, or watch an edited stream from these cameras. Another prototype offered different levels of social networking.<\/p>\n\n\n\n

The team used these prototypes to evaluate the impact and preferences of those surveyed. The questionnaire tested everything from prior experience of immersive technologies to preferred viewpoints during live performances. It asked participants to rank preferences for additional features, such as performance close ups, lyrics on screen, virtual fireworks, and asked whether they wanted enhanced social interaction during the event. More than 200 people took part \u2013 some digitally, some during one-to-one meetings and informal workshops. Many participants were drawn from Mativision\u2019s network of partners and customers.<\/p>\n\n\n\n

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