From art museums to amusement parks, fewer economic sectors pose more opportunity for projection mapping than in entertainment. In many ways, projection mapping was made for the entertainment sector.
This technology meshes well with live events because it achieves everything that entertainment events aim for — engagement, excitement and enthusiasm. These are things that projection mapping can foster long after the event is over.
In short, entertainment is all about creating experiences. This is what projection mapping technology is intended to do. Read on to learn why this equipment is being used to create exciting entertainment experiences.
Creating Unparalleled Experiences
“Projection mapping is truly the new frontier for creative corporate designers,” says Jonathan Welzel at Blue Water Tech.
Why is this technology particularly exciting for the entertainment industry? A large part of its appeal lies in just how viscerally it engages audiences.
“When done right, the end result is a dynamic projection installation that transcends ordinary video projection and leaves a lasting impact on the audience,” notes Immersive Experiential.
When creating an entertainment experience, you want to give the audience something new to experience. At the same time, you want to create an experience they’ll remember long after the event has ended. In some cases, you want them to continue engaging with the experience a second or even third time.
While video screens are a wonderful tool for captivating audiences, their two-dimensional nature prevents them from breaking through to a higher level of engagement. In contrast, projection mapping puts the viewer right in the center of the action.
“In skilled hands, projection mapping will paint entire visual stories, fantastical illusions and immersive environments - delivering additional impact combined with stagecraft lighting effects,” says Adrian Pennington, a journalist who focuses on moving image media.
Projection mapping technology combines the entertainment factor of a good story with the experience factor of giving the audience something new. That said, it’s worth underscoring Pennington’s point that the technology requires skilled hands. Working with a skilled vendor can ensure that the projection mapping equipment is up to the standards needed to create a memorable and engaging entertainment experience.
Practical Benefits of Projection Mapping
Projection mapping can be applied to events of all sizes.“It’s completely scalable, from a city block all the way down to the size of a smaller product, like an athletic shoe,” says DWP president, Danny Whetstone.
This scalability provides major value, especially since many other technologies are limited by the size of a space. Projection mapping doesn’t have this weakness. For smaller, more intimate experiences, projection mapping can add multi-dimensional layers of engagement. For large arenas, the limits are endless.
Further, projection mapping also changes the way audiences perceive an event, making it easier to portray complex ideas, says Chicago Projection Mapping. “At its core, projection mapping is an element of visual pizzaz that takes any live event to the next level. It can take simple branding and make it look exceptional, or take complex elements and break them down spatially.”
Why Projection Mapping Makes Events Memorable
Projection mapping has the power to wow audiences long after the fact. This is in part due to the fact that it taps into the imagination in a way that has always fostered delight.
“From perspective tricks in murals to the fake windows on blank building walls of the trompe l'oeil tradition, we delight in deceiving our senses. Now, in the 21st century, 2D and 3D projection mapping are the latest tools of this grand tradition, and are available to you to transform your events in ways that are only limited by your imagination,” says Encore Event Technologies.
People like when the magic of an event isn't easy to dissect. Video screens are an everyday part of life that people understand and accept as normal. With projection mapping, people can engage with unexpected stimuli and feel like they're entering another world of mystery and wonder.
Epson explains how projection mapping elevates entertainment experiences. “One of the benefits of projection mapping is that it's easy to create an ambient environment to excite your audience. Lights and sound are used to turn audiences into raving fans during sports events, and they are used to turn up the heat in today's hottest clubs getting club goers to hit the dance floor.”
The same psychology that excites people in clubs and concerts is what projection mapping uses to excite audiences at sporting events, art museums and more.
Finally, projection mapping is so flexible that no two events are alike. As Freeman Audio Visual community manager Rebecca Hill says, “With projection mapping the sky is literally the limit.”
Examples of Projection Mapping in Entertainment
Wondering how you can use projection mapping at your next entertainment event? Here are some applications of the technology worth looking into for inspiration.
Watching Wear the Rose at The Rugby World Cup
Used to celebrate the Rugby World Cup in 2015, The O2 Arena in London projected Wear the Rose, then considered the world's largest projection mapping event. This event featured 68 projectors and more than 144 moving light fixtures. It is said that this show was so bright, it could even be seen from space. In addition to its sheer size, the rose projection itself was mesmerizing, encouraging fan participation with the #weartherose hashtag campaign.
Experiencing Anime at an Amusement Park
The Fuji-Q Highland amusement park in Japan released a very special ride in 2015. Named the Evangelion Projection Mapping event, this ride placed audiences in the center of the popular anime show “Neon Genesis Evangelion.” This event allows guests to interact with characters and join in on a simulated adventure. Moreover, it combines the thrill of a ride with the excitement of watching the show in a way that fans could never have predicted or experienced before.
Journeying Inside Vincent Van Gogh's Paintings
At this very special exhibit at the Atelier des Lumières, the works of Vincent Van Gogh were given new life as a special digital exhibit. By projecting paintings directly onto every surface in the museum, guests were able to experience famous works like Starry Night in a completely new context. In addition to showing off the paintings, this exciting technology was able to take guests through the life of the painter himself.
Creating a Borderless World in Japan
In this art exhibit from the Japanese art collective TeamLab, different concepts and scenes were combined into a borderless world. With a space of 10,000 square meters, this installation required 520 computers and 470 projectors. Waterfalls, forests, oceans and flowers seamlessly interacted with each other, helping guests become immersed in a one-of-a-kind exhibit at the Digital Art Museum i, Tokyo.
Images by: Vasilis Ververidis/©123RF.com, Michael Simons/©123RF.com, tktktk/©123RF.com
