Technicolor Group is ramping up its experiential entertainment efforts. This comes as demand for experiential entertainment grows, extending beyond theme parks to include museums, retail, marketing, travel, sports, and recreation.
Entertainment is transcending beyond the stage and screen to allow story franchises to invite audiences into transformative storytelling which includes all senses, in all dimensions, in all directions and all realities as one world. These experiences are being enabled by the growth of real-time, multi-sensory, perceptual, spatial computing.
Through its advertising and experience studio The Mill, Technicolor Group has already delivered consumer experiences for brands by harnessing real-time, AI and creative technology. These include immersive experiences for Corona, AT&T Exhibition Centre, 3D Billboards for Samsung, Jeep, Amazon and HBO House of Dragon, and over 20 projects for the MSG Sphere in Las Vegas, including Marco Brambilla’s vision for the U2 opening concert. The Mill has reshaped the world of museums with projects like The National Art Pass for The Tate Museum and Cité internationale de la langue française in Paris, created live events such as the Balenciaga Fashion Runway, and organised virtual concerts with Riot Games.
Technicolor Group intends to expand its simulation-based attractions and destination enhancement globally.
The group has welcomed Sanjay Das to support, as Los Angeles-based strategic partner, its Experiential Entertainment Team. Das brings with him experience and talent in business leadership and media production. He is known for delivering high-quality content and pushing creative boundaries, at companies such as Disney Star TV, in particular in the Middle East. Das will enhance the group’s capabilities, working across the film, advertising, animation, and games divisions in the immersive storytelling sector.
Das said, “With its different brands, Technicolor Group is ideally suited to capitalise on the burgeoning demand for immersive entertainment experiences. I am thrilled to leverage my professional expertise to assist the team and further our development.”
The Mill president Mark Benson said, “Technicolor Group is committed to innovation in immersive storytelling across all touchpoints and this stated determination to actively expand its offer, together with the appointment of Sanjay Das as strategic partner, testifies to this strategic development. Sanjay will work closely with The Mill head of business development, Annabelle Penloup, seeking out new business opportunities in this ever-growing and exciting market.”
