Film is one of the most fast-paced industries, period. The more reliant it is on technology, the more complicated that need for speed becomes. Technology evolves at a breakneck speed, creating an even more havoc-inducing state for production sets. This is why it is critical for producers to stay in-the-know with the latest and greatest crossovers between technology and film.
Let’s take a look at a few pieces of technology that are gaining, or have already gained, significant relevance in advertising production. Keep in mind that, given the speed of both industries, this blog could be irrelevant not long after posting. But don’t worry, it’ll always be worth your time.
Virtual Reality (VR)
In advertising, VR is designed to boost user engagement, allowing users to experience stories with greater sensory stimulation than ever before. Currently, VR technology is still in the early stages (though it seems to be moving by leaps and bounds), but it has already begun to move into mainstream gaming and many believe it is heading to mainstream media. “The Mandalorian” used VR to scout locations they could recreate for the show. Whether it’s used for pre-production, or production itself, VR is something every filmmaker is keeping a close eye on.
Glasses-Free 3D
Another one of those emerging technologies is the development of 3D tech but without the need to wear glasses. Glasses-free 3D allows you to see a full 3D image up to three feet from the screen (and that distance is growing). It’s already being used successfully in the marketing world with large conference and trade-show applications. Many are predicting that this tech will be coming to a television near you soon.
Augmented Reality (AR)
AR is a booming technology that fuses virtual and real worlds, creating accurate 3D representations. It allows a viewer to witness superimposed images of real objects in real spaces. There are few industries that have not been impacted by AR in the past few years. We have been doing this in 2D space for decades, but the 3D evolution is becoming more personalized and interactive—everything from trying on clothes to taking an office tour across the globe is leveraging AR technology.
Internet of Things
Internet of Things are devices that contain sensors, processing ability, software, and other technologies that connect and exchange data with other devices and systems over the Internet or other communications networks. It is estimated that the number of Internet of Things devices will exceed 75 billion by 2025. A big trend in the movie industry is gathering huge quantities of data from such devices, which feed into movie production. Some movies will shift from creator-driven to audience-driven, contributing to a highly immersive and personalized movie experience. You can be sure advertising will follow.
Audio Artificial Intelligence (AI)
Using AI, audio computer systems are learning associations between actions, sounds, and contextual features, synthesizing voices and sounds in films. This technology is highly beneficial for productions, allowing for well-tailored and realistic sound effects easily, cheaply, and without much expertise. Voice cloning technology can also be used to widen the immense scope of sounds to train these AI systems. For better or worse, even voice actors who have passed away could be resurrected for new performances.
3D Printing
3D printing has arrived in film production, and it’s here to stay. This technology allows for fascinating props, designs and sets. The growing arena of 3D printing often allows for much cheaper prop acquisition, not to mention the ability to create props that are impossible to actually obtain. This emerging technology is set to become ever-increasingly accessible.
What new tech has you excited about the future of production? Reach out, and let’s talk about how Mad Genius can leverage all the technology at our fingertips to make you the greatest video in the history of the world, or at least something that’s neat.