Movie Theater Lobbies Just Got More Exciting Thanks to This Technology
The future of moviegoing is here.
I have always been a big fan of holograms since seeing them in movies. I don't know exactly what it is about a person made of pixels and light talking to you or performing for you as if they were real that's so exciting and awe-inspiring.
I know I am not the only one who feels this way either. Holograms are something we rarely see in real life. It's a special technology usually reserved for sci-fi, but ARHT Media is trying to bring it to reality, and one cinema operator is ready to fully embrace it.
A Thai cinema is the first to sign on to the new hologram technology that promises to upgrade the moviegoing experience. Using ARHT Media’s Capsule hologram display technology, moviegoers can now plug into the metaverse using Capsule’s “plug-and-play, fully interactive 4K display system.”
Variety reports that Thailand’s largest exhibition chain, Major Cineplex, has bought the Capsule hologram display technology, marking this as the first tech sale into APAC. The company has already rolled out across North America and Europe earlier this year after debuting at CinemaCon Las Vegas in April.
So how does Major Cineplex plan to merge cinema into the metaverse?
How Does Capsule Work?
The cinema operator plans to allow audience members to use Capsule to “meet and greet” with life-size 3D holograms in real time. Talent will also be beamed live to screens from anywhere in the world, which means you could talk to your favorite actors through Capsule about their performance in their latest film.
Using technology that provides interactive functionality, including motion sensors, touch screens, and a two-way camera, Capsule is offering an immersive way to “gamify” the lobby experience at your local theater.
This technology becomes a fantastic way to market movies to moviegoers by allowing the studios to engage with the audience in new and exciting ways.
“We are delighted to be the first cinema operator in the world to bring this exciting new technology to our customers,” said Vicha Poolvaraluk, CEO of Major Cineplex. “Hologram technology was once the realm of science fiction, but with Capsule, we will be able to make this a reality for our audiences and look forward to creating some truly unforgettable cinema experiences.”
Larry O’Reilly, CEO of ARHT Media, added, “Now more than ever we are seeing brick-and-mortar cinemas needing to come up with new and innovative ways to attract audiences through their doors. We cannot wait to begin working with Major Cineplex to give their audiences amazing experiences that they just cannot get at home.”
While hologram technology has been seen before in the U.S. for live performances from late-and-great performers that still have music in the mainstream, U.S. movie theaters have not made the leap into hologram technology.
It would be interesting to see if we will inch closer to those cool hologram advertisements we saw as kids in Back to the Future Part II, but we will have to wait to see if the investment in Capsule will be worth it.
Let us know in the comments what you think about hologram technology at your local movie theater!
Source: Variety
