Category: Industry

  • Knott’s Berry Farm; Showdown in Ghost Town

    Knott’s Berry Farm; Showdown in Ghost Town

    I love Knott’s Berry Farm. When living in Southern California I looked forward to every opportunity to visit the nation’s first theme park. Although the rides were definitely geared for smaller kids and were not as high-adrenalin as what could be found at Cedar Point or Six Flags, they park always had a low keyed, pleasant atmosphere around it.

    Knott’s Berry Farm, as part of thew Cedar Fair conglomerate, has take its own step into the location based, immersive experience market. Its VR Showdown In Ghost Town is a multiplayer VR experience that costs $6 in addition to the cost of your ticket. It pays homage to the park’s  19th century western theme but with a 21st century twist. IN a nutshell the experience is three minutes long where the participant plays a law keeper in an old west town trying to stop time traveling robots. Luckily the bad guys are not Zombies but there are similarities to other shot-em ups such as Zero Latency.

    The experience is wireless as the participant is equipped with only a toy gun and an head mounted display device. The tracking is done with Optitrack cameras which track the headsets and the toy guns.

    The refresh rate is only 60 frames per second which will be noticeably slower than the 90 frames per second experienced with the HTC Vive or Oculus Rift. I have not goner through the experience myself but initial experiences report blurring and thick black lines outside the display area in different headsets.

    Many amusement parks are venturing into virtual reality to beef up their existing rides. Similar to the Void and Zero Latency, this is an early attempt to get the public involved with larger than life experiences that can not be found in the home. While I am dismayed the experience developers chose yet another “Shoot-em-Up” experience, I am encouraged with the acceptance of this new form of media by location based venues such as amusement parks.

  • Introducing Dreamscape Immersive

    Introducing Dreamscape Immersive

    I just discovered today there is a new player in town, Dreamscape Immersive. Dreamscape is a new Los Angeles-based startup for location-based virtual reality planning to open their first VR Multiplex in Los Angeles this coming September. The facility will use untehered VR headsets to allow consumers to move freely through a space and interact with real and virtual objects as well as with each other. This is very similar to the iMyth experience.

    Dreamscape has an impressive list of investors and supporters. Co-chairman Kevin Wall is an Emmy award winning producer. The company’s CEO is Bruce Vaughn, who until last year was Chief Creative Executive at Walt Disney Imagineering. Imagineering has been hinting at this new medium for the last ten years. Maybe Vaughn’s exodus signals Disney’s apathy or unwillingness to participate in this new field. Dreamscape has raised $11 million in funding in a round led by Bold Capital, with contributions from Warner Bros. 21st Century Fox, Metro-Goldwyn-Mayer (MGM), IMAX Corporation, Westfield Corporation, and Steven Spielberg. Advisors include star designer Yves Behar and legendary film music composer Hans Zimmer.

    Just as iMyth has its sights on shopping malls, the first location for a Dreamscape Multiplex will be the Westfield’s Century City Mall, which is undergoing remodeling and expansion. iMyth will need to establish its empire in central Florida.

    Dreamscape has said that its multiplex will be powered by technology from Swiss tech and arts foundation Artanim. These folks have probably been doing immersive experiences longer than anyone else. I first learned about them before Siggraph 2015.  Artanim co-founders CaeciliaCharbonnier and Sylvain Chagué will serve as co-CTOs of the company. Artanim had been a non-profit foundation in Switzerland. it will be interesting discovering their ambitions over the next few months.

    One interesting thing to note is that they will be using the Vicon tracking system mixed with the OCculus Rift. A basic installation of the Vican cameras probably starts around $160K. This is a hefty price to pay. However, the Vicon system can track multiple objects at the same time including multiple participants and props without additional cost. At this moment in time that inital tracking cost is a bit expensive. iMyth will probably stick with the Steam VR tracking system in the near future.

  • Mixed Reality Arcades

    Mixed Reality Arcades

    I just encountered an interesting article written last week while I was at GDC. The article was written by Sunny Dhillon of Tech Crunch who wrote, “Mixed Realty Arcades are the next big market Opportunity – but not for VCs”. The author is still ultimately bullish for VR Technology but is concerned about the lack of content and investment opportunities for non-megacompany investment opportunities.

    What really excites me about this article is he is very bullish on a  new media he calls, “Mixed Reality Arcades.” This is exactly what iMyth is trying to capitalize on. He describes a little about the Void in Utah which is , at the moment, one of the leaders in the Mixed Reality front. Interesting enough he compares these ventures to the old Disney-Quest in Orlando. While he loved the idea and concept of Disney-Quest, he believes that lack of variety hurt the operation. There were not enough new, fresh experiences. This is one of the major issues which iMyth addresses. So far the major players are The Void, Zero Latency, Nomadic Labs and Dreamscape Immersive. I have not yet gone through any of The Voids experiences. My review of the Zero Latency can be found here, “Zero Latency Review.” I do not know anything aboiut Nomadic Labs or Dreamscape Immersive yet.

    The writer identifies three factors which would make Mixed Reality ventures unattractive to VCs but very interested the Mega-Corporations.

    The first of these factors is Intellectual Property. Only the largest of Mega-Corporations will be able to pay the hefty licensing fees associated with today’s most popular IP. While I believe this to be a valid point, we are taking iMyth in a different Direction. Just as iMyth’s name implies, we create immersive theme worlds. This means we create world which already have somewhat of a proven following. Of course this implies the most recent and popular theme worlds. However, which is more interesting, especially at iMyth’s beginning, is the myriad of pre-existing theme worlds which have already proven themselves and have demonstrated timeless shelf life. iMyth has already established theme worlds based on Lovecraft and the mythology of Santa Clause. Just as Disney built an empire on the shoulders of classic IP, so will iMyth.

    The next factor is Real Estate. This is a very important as the price of real estate can make or break an opperation. The only factor of any real importance is being located in areas of high traffic and exposure. However, I feel accessable locations will be just as important. Quite often areas of high traffic are challenging to access forcing visitors to participate only on special occasions. Imyth wishes to make the immersive experience a regular activity. iMyth’s theme worlds will be broken into multiple episodes. The average time of an iMyth experience is around twenty minutes. In order to experience a full length experience, participants will be invited to participate multiple times.

    The final factor is maintenance. This is a very real factor that has to be considered. Having multiple participant consistently moving through the experience will cause great wear and tear on the physical components. Not much can be done immediately in this area. However, as the medium develops, iMyth can work with manufactures to design its own take on the equipment which will be simple but sturdy variations of existing hardware. It is not iMyth’s intention to be in the component manufacturing business. However, if necessity demands that more sturdy, crowd proof solutions are required then that is an avenue that must be explored.

    I am very encouraged by the author’s optimistic view of the potential of Mixed Reality Arcades, or Immersive Experiences. However, with enough out of the box and practical thinking, I believe this can be turned into a very successful market.

  • Immersive Entertainment Market Building Attention

    Immersive Entertainment Market Building Attention

    I posted an article yesterday, Immersive Market Heating Up,  about the on-coming impact immersive experiences will make in the world of entertainment. Almost as providence, Forbes posted a similar article, Imax Opens New Virtual Reality Site,  not about The Void but about Imax’s contribution to this new industry. In a nutshell it would seem the folks at Forbes would agree with my rants.

    Early this year in Los Angeles, with little fanfare but huge implications for the future of entertainment, virtual reality took its first big leap toward finally becoming a permanent part of mainstream gaming, cinema, and media in general as IMAX opened their first public VR Centre.

    Not Unlike other VR Arcades that are starting to open around the world, Imax gives the users plenty of options to select their desired experiences and then leads them to staging areas where they are immersed in the gaming/ride experience. While I have not had the opportunity to experience the facility first hand, it definitely seems Imax spared nothing when creating futuristic, space-age like entertainment chambers. One thing I really like about this layout is that it encourages third person participation or rather “observation”. Folks can observe the action either behind barrier half walls or through observation monitors.

    All of the experiences available to the facility were produced by third-party production studios. Includes tiles are Star Wars: Trials On Tatooine, John Wick Chronicles, Eagle Flight, Raw Data, The Walk, Rabbids VR Ride, Knockout League, Archangle and Star Trek: Bridge Crew.

    The article’s author, Mark Hughes, observes how this will easily catch on to the mass market and be used not only for games but for live sporting events, concerts and other events participants are not able or will to participate in directly. Another interesting application I had not thought about is these VR experiences could compliment cinematic movies. By releasing at the same time as the film, the experience could empower the participant to become part of the action in the film and either re-act the moments of key excite or even re-create their own outcomes.

    Rob Lister, Chief Development Officer at IMAX foresees not installing these experiences inside IMAX theaters but in-conjunction with them. They realize there is plenty of available and unused retail space available for the taking. People want external, social experiences. IMAX intends to create a very stylized brand that consumers will learn to recognize.

    IMAX has big plans for expanding their VR facilities around the world. They have raised a $50M fund with industry partners to build 25-30 facilities over the next 3 years. The emphasis will be on AAA content, including prominent Hollywood studio content. However, they are not going to focus solely on film content. They anticipate that gaming will be huge in this space and that is another major category they will be pursuing with companies such as Skydance and Ubisoft.

    It would definitely appear the race for Immersive Experiences is heating up. Will the front runners grow to be market giants or will they be pioneers who get shot from the back? From now it’s too hard to guess. For now all I can advise is get your VR headset, go off to your favorite VR Arcade center and have a good time.

  • Immersive Experience Market Heating Up

    Immersive Experience Market Heating Up

    I just read an article from the New York times, “With New Invention, VR’s Potential for Magic Gets Real“. It is an interesting article that gives a little background information about The Void, in Lindon Utah , and it gives a quick introduction of what else is going on in this new industry.

    The article goes on to expose some financial data that I have not seen elsewhere. The article claims The Void’s Ghostbuster Experience at Madame Tussauds New York has sold more than 43,000 tickets since July, which translates to nearly $900,000 in revenue. Up until this point, The Void has been funded by Ken Bretschneider who has already invested millions of his own into the endeavor; (Rumored $12-$15 Million). The Void is now working with the Raine Group, a merchant bank known for its investment in Vice and ties to the William Morris Endeavor talent agency, to raise expansion funding. There are also rumors about mall owners and theme park operators.

    The Void also sees itself as a new draw for dying malls, where anchor stores have been closing. Multiplexes, many of which are overbuilt, could convert auditoriums into stages. Film companies, eager for new ways to market movies and keep franchises alive between chapters, could turn to the Void as well.

    The competition in this arena is building as well. Last week, Imax said it planned to open six V.R. centers this year, some in partnership with AMC Theaters and Regal Entertainment, at a cost of up to $400,000 each, not including real estate. Last December, her in good old Orlando, Zero Latency opened its first installation. I have yet to encounter numbers associated with this arrangement.

    The competition in this new arena is building.  Last week, Imax said it planned to open six V.R. centers this year, some in partnership with AMC Theaters and Regal Entertainment, at a cost of up to $400,000 each, not including real estate. “Virtual reality is a complex ecosystem that’s in need of a jump-start, and we’re here to provide the spark,” said Rich Gelfond, Imax’s chief executive. Also announced last week was Dreamscape Immersive, which hopes to open its first center dedicated to virtual reality experiences in the fall. It has cobbled together $11 million in funding from companies like 21st Century Fox, Westfield Corporation and Warner Bros. Mr. Spielberg is also involved.

    The Void is fairly confident it will be able to stay a leader in this medium due to its three year lead exploring this new technology. I think they may have a point. This is a brand new medium in the realm of trans-media storytelling. All the rules are different and must be explored. The Void has a talented team of form VFX people and stage magicians. Luckily, iMyth is also endowed with talented individuals with considerable experience. With its first prototype, “The Courier”, iMyth now has a foundation with which it can start learning and mastering the nuances of this new field.

  • Body Presence in VR

    Body presence in VR has been one of those topics that folks knew could be achieved but really “had not gotten” around to working on. Steve Bowler at Cloud Gate Studio seems to be making strides towards this direction. He recently posted on tweeter a video with himself with hand and feet controllers as demonstrated in this video.

    What’s cool about Steve’s implementation is that he is using two Vive’s on Two Computers to track the participant. Based on the amount of control he had I would say he is holding the controllers in his hands; as shown in the videos. But he also has pretty good control of his ankles which means he has mounted the controllers on each of his feet. This means he is approximating waist position and probably using simple IK for Knee and elbow position. He admits on the video that he doesn’t have good control over the waist. By the looks of the video his wrists are detached from his arm. He probably is approximating the pole vectors for the elbows and knees as well.

    The iMyth experience used two Vive’s in tandem to track the participant as well as the interactor. It’s great seeing someone hook up two Vives on the participant to see what happens. In the future, iMyth will need to use multiple trackers on one character. If combined with some IMU hand tracking device such as the Manus Glove then I think all that would be necessary would be trackers at each wrist. Trackers would then need to be added for each foot and waist. I Think in order to get the leg rotation correct, trackers would be necessary for the knees. I’m not sure about the elbows at first. Somewhere down the liner they will be a necessity. However, since elbows are not a particularly popular point on the body to touch, I think their priority can be dropped.

    It will be exciting to see how much the Vive tracking pucks cost. Either iMyth will need to incorporate those pucks or create its own, home brewed version.

     

  • Zero Latency In Orlando

    Just when I thought I was going to write off Zero Latency as an iMyth competitor, it seems they have brought the battle to the iMyth on their own home town of Orlando. Zero Latency is the outfit from Melbourne Australia who are creating ware-house scale Zombie shootem-ups. They evidently have been going like gang-busters in Australia, China and Japan. Now they plan to open a facility in Orlando.

    I can’t say I blame them since this is where we were planning. Oh well, If you like running around and shooting zombies. This will be the place to be! You have to give them credit. After a conversation with Sensics’ Yuval Boger, Zero Latency has created a home brewed solution for warehouse scaled tracking and it’s pretty good! I look forward giving this Zero Latency experience a try. It will be housed, no doubt some where near iDrive at the Main Event Entertainment facility.

    The Zero Latency system will be based on the OSVR HDK 2.0 platform with Alienware PC backpacks. This also means they will not be using top of the line NVidea VR cards. As of this writing I am not aware of a PC Backpack sporting an nVidea 1080 card as of yet. iMyth will be improving their experience by implementing Wireless HTC Vive using Steam Tracking. While we may not have warehouse scale tracking as of yet, this will sure to be coming. Otherwise, we’ll just have to implement our technology!

    As mentioned before, Zero Latency has done a great job capturing the Zombie market. iMyth has always and will continually be focused on generating the highest quality, physically immersive experiences which are collaborative and reconfigurable. iMyth may no longer be the only VR experience in town. However, it will always have the best, high quality experiences.

  • Wireless Vive

    I don’t normally write about improvements in technology. I would rather focus on Story and experience related topics. However this is groundbreaking and will have a significant impact on the HTC Vive.

    A Chinese company called TPCast has created a device add-on for the HTC Vive making it wireless. While some folks may balk at the $220 price tag on top of the $800 they already plunked down for the Vive, this may just be one of the key components needed to help get the VR Cade concept of the ground This is especially true with iMyth.

    [embedyt] http://www.youtube.com/watch?v=vYMzuvjBbN4[/embedyt]

    One of the distractions for iMyth is we have created a 20’x20′ play space area. Regretfully this is longer than the actual cable is able to reach. We were planning to look into expanding the cable. However, for the new year, this wireless solution will be much better. Since the cable would have been very expensive, this more expensive alternative will be a welcome addition to the iMyth arsenal.

    Folks may not want to pay extra to have this wireless luxury at home. However, peripherals and accessories such as this may be just the hook to entice people to get out of their homes and have an iMyth experience!

  • Universal’s The Respository Review

    First of all, I would like to call out and congratulate Universal Orlando for putting out the money to create The Repository. The Repository represents an entirely new form of transmedia story telling which is now only in its infancy. To go out on a limb, shell out what looks to be a phenomenal amount of money and subject guests to not only a very pricey ticket ($50) and entirely new experience really take guts. It must have been a logistical nightmare to put all of the components together. For the most part they did a great job. They pulled it off and got it done! The experience itself had its good points and bad. All the same the experience was complete and most of the people coming out of the experience were rewarded with a good time, which is really the ultimate goal.

    The staff and the presentation were outstanding. The folks at the beginning of the experience were kind and friendly and offered an almost pub-like waiting area. After the experience, we had the opportunity to talk with the person who was in charge of IT for the experience. (If any computer system went down during the experience, her job was to get it back up.) Sarah was extraordinarily accommodating for the barrage of questions we sent at her. The experience executed without flaw and flowed like clockwork. What is most impressive is that this is one of the first times Virtual Reality has been integrated with immersive theatre and they were able to make it work.

    As with everything in Universal Studios, the presentation of the overall experience was outstanding. The rooms were expertly dressed and detailed. The props and sets were taken right from a movie shoot. All of the costumed performers and all of the sets were professionally dressed.

    The quality of the VR experience was not outstanding. This could be one of two reasons. The first is that the Head Mounted displays(HMDs) were untethered. This of course means the headset could only produce as much GPU power as the small device could pump out. The HMDs did not appear to be of GearVR quality . This could mean they were using something a bit more primitive and a bit more military grade. The second reason is that the experience may have been assembled very quickly not utilizing a commercial game engine. Being very stable is very functional but at the cost of quality.

    The quality of the tracking was not inspiring. To someone unfamiliar with VR technology it may have been acceptable. However, once you become familiar with some of the more modern tracking devices, such as the Vive, you start to become very sensitive to a less than perfect tracking. The latency of tracking information could have contributed to this less that awesome VR experience.

    Inside the VR experience were three “rooms”. They did a very good job maintaining a consistency with all of the three rooms. As I mentioned before, while the quality was less than thrilling, it was consistent. Consistency through the experience is essential for maintaining immersion. This the Universal folks did very well.

    Regretfully, the VR experience did not maintain consistency with the overall attraction experience. The sets, props and interactors were of such a high production level it was almost a disappointment to be in the VR experience. To me this is the hardest attribute to achieve. I would almost have suggested to Universal to make the entire experience in VR in order to maintain the level of consistency. That would have made the VR portion infinitely more complicated. One would have to ask if the VR portion was even necessary and could it have been pulled off by just adding three more props room to the experience and ignoring the VR. That is something only the Universal folks can answer.

    I love the fact that the experience was so heavily integrated with interactors. The actors themselves provided wonderful performances. This really helped with the overall immersion. Regretfully all of the performances felt as if they were following tight scripts and would not improvise. Of course there were breaks to keep unruly participants in line. Other than those situations the interactivity was extremely one way. I feel this was a lost opportunity for the participant to collaboratively build the story from their own perspective. There seemed to be no interaction in the VR experience. I was lucky enough to go into the VR experience by myself and they sent an interactor to go with me. Other than seeing an avatar representation of his character (a simple mask) there was no opportunity for collaboration. My companions who went through the experience together remarked that while they could see each other’s avatars, there was no real opportunity for collaboration and co-participation. I think if Universal attempts to build Repository 2.0 this should be one of their early objectives. The collaborative experience either through co-participation or with an interactor is what will make this new media really succeed.

    The sound in the VR experience was a big disappointment. Very simply the sound was cacophonous and contributed to the overall confusion of the situation. I heard commands being sent to me but was really unsure if I was being heard back. ( I did try to communicate back :)). Maybe further investigation in binaural sound will help alleviate the overall confusion this created.

    I had problems with the overall story and theme. Honestly, I was overwhelmed and spent most of the time wondering just what was going on. I was lost in the story and ultimately the objective. There were some recognizable components but then they seemed to get lost in the blur of activity. (I never realized how cliché the iMyth experience was until I participated in The repository) I was overwhelmed. If the stories flowed a bit more consistently I feel the experience would have been much better.

    Reinforced by a military sub-element(I never really understood what or why) the entire story was extremely linear and felt as if it were on very tight rails. This killed the interactive storytelling aspect for me. I wanted time to take in the experience, converse with the interactors, explore the sets and the VR worlds and in general immerse myself into the story world. I suppose this would be too cost prohibitive and prevent the numerical throughput required for Universal to make a profit. I still can’t help feel I only received a small sampling of the ultimate potential. Maybe this is enough to make folks want to come back for more. However, the $50 admission price tagged on to the already expensive HHN admission left me feeling unsatisfied. I wanted to understand more about this story world but regretfully will never obtain.

    During the “play” and VR portions of the experience, the interactors could touch and physically interact with me but I could not touch them. I understand this limitation from the immersive theatre aspect. However, I really wanted to touch things in VR. My hands kept going through objects in the scene and this broke the immersive feeling for me. I personally had no problems being touched by the interactors within the VR experience. However, as we found out later, this upset other participants immensely. Regardless, I still wanted to touch objects while in VR.

    All in all, I am very happy to have gone through Universal’s Repository. This is the first venture into this new immersive transmedia storytelling format and they were successful in pulling it off. Great Job Universal! Of course I have my criticisms but they do not discount the fact they were able to combine the myriad of logistics to create a cohesive experience. I hope my criticisms may provide a better and more rewarding experience next year if they decide to do this again. I very much hope they do!

  • Universal’s “Repository” VR Halloween Experience

    It would seem Halloween is the perfect demonstration for creating VR experiences. Big guns like Universal are no exception. A review of their new experience, Universal’s VR Horror Experience can be found on the IGN website.

    At first perspective, it would seem that VR plays a complementary role in an experience that is part immersive theater and part escape game. With that said is would not seem the Repository is a direct competitor. However, they do have some common themes that are shared with the iMyth prototype.

    One of the themes that really stands out is having haptic feedback and interactors operating puppets that provide a more physical experience than just VR alone. I was told by a former Halloween Horror Nights employee that they had to tune down the VR experience with the interactors because it was too intense. What that looked and felt like I’ll never know. However, this does represent the emotional impact physical presence has in the immersive experience. The iMyth prototype does a good job testing some of these concepts.

    I’ll need to set a date with some of the iMyth crew to travel to Universal’s HHN and check out the repository. I’ll probably curse myself if I let this opportunity slide by.