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The Rise of Feature-Length VR/AR Movies: Q&A with Omelet's Steven Amato

Steven Amato Headshot Ready for full-length augmented reality and virtual reality movies?

In recent weeks I've been thinking a lot about what we are currently calling VR—namely branded entertainment intitiatives such MINI USA's ambitious cinematic shorts "Backwater" and "Real Memories," AT&T's "It Can Wait" and Target's "How on Hallow Hill."

As I point out in a recent conversation with Charlie Kraus of Limelight networks, there's just one problem: None of these are actually VR. They're 360-degree videos.

True VR is (or will be) far immersive because these videos, while incredibly cool, are missing one key element: interactivity.

I'm not talking visual navigation. I'm talking about the ability to pick up an object. Crouch low or jump high. The ability to move in relation to the virtual environment.

True VR is more like a first-person video game, whether the environment is photo/video-realistic or clearly fantastical, as with video games.

While this current wave of "VR" is an important step in that direction, it's critical that we don't lose sight of the "Holodeck"-like vision on which VR is based.

The evolution of VR will bring us 360-movies and eventually, truly interactive VR—or even better, AR or "mixed reality," that brings fictitious dramas to life within real world environments—for the ultimate movie-going experience.

Dawn of Awesomeness

As blockbuster movie fans (myself included) gear up for this week's 3D IMAX release of "Batman vs. Superman: Dawn of Justice," I found myself thinking about a conversation I had a while back with Steven Amato, co-founder of Omelet LA.

In this short clip (from a source interview for my book,  THE ON-DEMAND BRAND), I ask Amato about the future of feature-length mixed reality experiences, and what it could also mean for brands using VR/AR to develop branded content in a world where you might not just sit inside that MINI in "Backwater"—but actually drive it. And where you don't just watch Batman & Superman clash with each other and their villains—you join them.

CLICK HERE TO LISTEN: OMELET'S STEVEN AMATO ON THE FUTURE OF FEATURE-LENGTHY 'MIXED REALITY' MOVIES

(Approx: 1:50 sec)

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“Through persuasive arguments and Q&A's with the major players in advertising, Mathieson makes an excellent case for greater creativity and outside-the-box thinking backed up with solid ideas."

Publisher's Weekly

 

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Author Rick Mathieson Talks 'Facebook Reactions' (Radio Interview)

 

What's not to Like about Facebook Reactions?

For some marketers, the answer may be plenty.

For consumers, Facebook's new Reactions feature is a fun way to go beyond the Like button, enabling them to express their feelings about posts with one of six icons: The Like or thumbs up icon; the Love or heart icon—and now, a choice of four emoji faces: HaHa or laughing; shock or surprise; sadness—and anger. (See Jimmy Fallon's take on the pros and cons in the YouTube clip above.)

There are even expansion packs that replace the official icons with images from Pokemon, Deadpool, Adventure Time—and even Donald Trump.

Reactions: HaHa—or Anything But?

While consumers may give Reactions a thumbs up, some brands may feel their relationship with Facebook has just become more ... complicated. After all, instead of just Liking a brand's post, consumers are now free to express emotions some marketers may not exactly heart.

In fact, early buzz indicates some marketers may have their own facial expressions (or hand gestures) for Reactions.

But is that the right away to react?

In a radio interview the other morning on the Blasingame Show on Forbes Radio, I talk about Reactions and what they may mean for marketers: the good, the bad—and the ugly. 

(Note: It sounds like there were some technical difficulties, so audio quality is not the best)

CLICK HERE TO LISTEN TO: RICK MATHIESON REACTS TO FACEBOOK REACTIONS (RADIO INTERVIEW)

(Approx: 4 min)

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Honey Beer Builds Buzz with Bee Drones—That Bring Booze to You (Video)

While the Amazon brain trust puzzles over how to deliver boxes of books via drone, this Taiwanese beer brand is already headed your way—with beer.  

In this marketing stunt promoting Honey Beer (yes, beer brewed with honey), Bee drones were dispatched to bring sample six-packs to office workers. Advertising enticed 15,000 people to register online for delivery in its first 10 days.

Meanwhile, sales were up 400% relative to other fruit-infused beers the brand had recently launched.

Now that's a special delivery.

Drink in the details, here.

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