Now is the
time for xR

Inspire your audiences
with immersive xR experiences

What does extended reality
really mean

Extended Reality (xR) is a collective term in live production, combining Augmented (AR), Virtual (VR) and Mixed Reality (MR) elements to extend the reality we experience by either blending the virtual and “real” worlds or by creating a fully immersive experience.

Extended Reality (xR) is a collective term in live production, combining Augmented (AR), Virtual (VR) and Mixed Reality (MR) elements to extend the reality we experience by either blending the virtual and “real” worlds or by creating a fully immersive experience.

Augmented Reality 

AR is a widely used term to describe the addition of 3D generated content, composited over a live background view, providing the appearance of content sitting in (or augmenting) the real world.

Mixed Reality

MR goes beyond composited AR, placing real-time rendered content on screens around and under actors and real objects, creating rich virtual environments that immerse the actors in the space.

Virtual Reality

VR is the use of computer technology to create a simulated environment, and places the user inside an experience. Instead of viewing a screen in front of them, users are immersed and able to simulate and preview the production environment from within the VR headset.

There are many practical applications of xR. Here are a few:

Corporate Events
Companies are increasingly turning to xR as a new way to address problems around distance. Virtual meetings, conventions and even product launches can create a much more engaging experience for the participants, immersing them into the brand and ethos of the organiser

Education
xR can immerse students into realistic scenarios, enabling a more hands-on learning in a stimulating virtual environment.

Film
xR provides opportunity for less crew, less travel and less time on set. In post-production, LED screens provide a quicker, easier and higher-quality alternative to green screens, reducing the production cycle and allowing more creative visual decisions to be made on set in real time.

Broadcast
In a studio setting, LED screens deliver crisp, high-res content and lighting in real-time, all captured in-camera, creating an environment presenters can visually interact with, making them feel more confident on camera.

Live music
Artists can use xR to perform a live music video, using generative content engines to create and render limitless possibilities for the video narrative in real-time, transporting viewers to a world beyond the physical LED walls.

esports
LED screens produce real reflections and shadows of the subjects in front of them, otherwise difficult and expensive to recreate in post-production. Performers and presenters can see the CG content so they can interact with it more naturally.

the xR opportunity

the xR opportunity

xR has already revolutionised the world of entertainment and education, allowing brands, artists and organisations to connect with their audiences remotely.

xR has already revolutionised the world of entertainment and education, allowing brands, artists and organisations to connect with their audiences remotely.

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