The creative industry in the UK has been at the forefront of the world. With the VR boom, the British government has begun to develop this industry.
The UK is the first country in the world to propose the concept of “creative industries†and the first country to use public policies to promote the development of cultural and creative industries. In his book The Creative Economy, John Hawkins pointed out that creativity around the world creates $22 billion in value per day and is growing at a rate of 5%, with the UK growing at a rate of 12%.
At present, the British government invests 750 million yuan each year to directly invest in small and medium-sized enterprises, including life sciences and VR industries, to invest in research and development, and also to develop indirect financing, including supporting venture capital investment in VR, helping emerging companies to reduce initial financing risks. .
Recently, at the UK-China Creative Innovator Forum, Titanium Media reporters saw VR innovators from the UK: Magic Special Effects Company won the Emmy Awards, they are making VR films related to museum exploration, providing viewers with the origin of life, The experience of diving on the Great Barrier Reef; the foundry studio provides software support for the VR experience, and reduces the dizziness and uncomfortable experience of the audience through technology. It also launches the simplified Chinese version; Chelsea Football Club develops AR games to please the 500 million fans of the world. .
In the UK, VR technology is mainly used in marketing.Domestic VR commercialization exploration begins with public space. Since the beginning of this year, more and more VR/AR physical experience facilities have appeared in shopping malls, shopping centers, cafes, and theater front halls. Users pay 30 yuan each time. Can experience VR technology. The latest statistics for such a venue is 3000, which is rare in other countries.
Titanium media reporters found that British innovators, more through VR to stimulate people's empathy, use in marketing activities, marketing activities, making it an important medium between products and consumers.
“VR can put people in interesting scenes, let the target customers experience the emotional experience of the patients in the charity industry. In marketing, in the UK, some museums introduce VR experience, bringing the audience to the point where it no longer exists. Or attractions that are difficult to get, for the purpose of explanation and education," said Emily Smith from Magic Special Effects.
From a sports perspective, David Rose, digital strategist at Chelsea Football Club, said that VR and AR immerse fans in the atmosphere of interacting with the stars is also a new social way. In addition, through the experience of the fans, the club will conduct Learn, research user responses, and feed this information back into other, more complex experiences.
In addition, in promoting movies or products, British staff use VR devices in public to attract traffic, attract people through VR, and after a short experience, decide whether to watch movies or buy a certain product. In the UK, VR is more used in the free experience, users do not have to pay for VR advertising.
VR technology is at the forefront and content is still scarceThe development of technology far exceeds the speed of content development, which is the status quo of the global VR industry.
Founding studio CEO Alex Mahone told Titan Media: Many times, capital investment in the capital market has entered the hardware development field. As producers will see, there is not much capital for software and content production, which leads most people now. When making content, it is all from a technical perspective.
Although there is a wealth of technical support, but the content is not creative enough, many British directors and producers are facing challenges, hoping to create immersive dramas, allowing actors to have a cross-platform performance model to better carry out Non-traditional performances.
This situation is inevitable, because the funds for early VR development come from advertising. The capital injection of advertisers means that it is difficult for creators to create from the perspective of production. It is difficult to have space to create ideas, more like external people advertising. Working.
As a big country in the creative industry, the UK is also trying to make a breakthrough in the production of VR content. Tony Hughes, creative industry specialist at the UK Department of International Trade, said:
Chinese partners value the opportunity to directly invest or acquire VR companies. They hope to use mature and proven technologies directly in the VR industry, but the VR field is relatively new and there is no mature technology. Other countries are more eager to use the UK. Creative talents for VR development.
Alex Mahone predicts that the gap between content creativity and technology will take one to two years to fill. First, VR content creators need to learn the language of the narrative to better express the content. The fastest way is to develop a VR story based on the narrative perspective of the game.
The story is a one-way expression. VR can interact with the VR content through non-linear narrative, and develop into an immersive drama form. The audience can explore and even change the direction of the story. Immersion is The greatest value of VR content.
What is immersion? This is not a 360-degree transformation of traditional film and television shooting techniques, but to provide viewers with a sense of immersion and the possibility to interact with the content. For example, in some works, the viewer's perspective changes as the head turns, seeing different scenes, but the audience will have additional needs, including opening the door and communicating and interacting with the people in the picture.
This is not the logic of the traditional industry for the linearity of the story, more nonlinear. The audience's requirements for this series make the production of VR content more complex than the traditional linear narrative, more like a game or interactive experience.
Tom Lewis from Creat AdverTIsing said: VR content creators want to design more suitable environments and atmospheres, let users join movies and games, and even share ideas with friends. Now VR is showing very short movie content, only In a few minutes, in the future, we hope to make a 90-minute video that allows users to watch the VR helmet comfortably. The helmet can be made lighter and better.
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