Extended Reality Overview Paper

XR is already being used by Studios and Broadcasters as an effective way to generate PR and augment marketing programs related to motion picture releases and television series, but as XR evolves, producers are beginning to extend the creative boundaries by producing full length XR content and adding a live audience experiences. XR is also moving beyond the content delivery experience and adding value at multiple points throughout the video production pipeline. XR functionality “On The Stage” allows performers to be inserted into any location and interact with an array of physical or virtual objects within that location during the production process. Particularly important during the COVID pandemic. Live content (sports and concerts) is one such example. Even prior to COVID, premium sporting events were only accessible by the lucky few that had access to tickets and while many people are happy to watch these games on TV or through social media, there is a growing audience for XR sporting content. As more and more early adopters are “signing in” and the technology improves to the point where the resolution is good enough to capture the excitement of live sports, many sports leagues are betting on an XR experience becoming the new normal, bringing fans closer to the game, even if they’re physically distant. Gaming is another entertainment vertical that is being truly revolutionized through XR.