Star Wars goes virtual reality – ILMxLAB mixes traditional imagineering with VR

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In this Aug 17, 2015 file photo, Ben Lovett (from left), Marcus Mumford and Winston Marshall of Mumford & Sons perform in Inglewood, California. (AP)
In this Aug 17, 2015 file photo, Ben Lovett (from left), Marcus Mumford and Winston Marshall of Mumford & Sons perform in Inglewood, California. (AP)

LOS ANGELES, March 16, (Agencies): Get ready to practice your virtual lightsaber skills: Lucasfilm and its visual effects unit Industrial Light and Magic took a first step toward bringing the “Star Wars” universe to virtual reality (VR) this week with the unveiling of the “Star Wars: Trials on Tatooine” VR experience.

“Star Wars: Trials on Tatooine” is a room-scale VR experience that makes use of the HTC Vive headset to let users walk around within a 15×15 foot space to explore the surface of a planet, and do some basic maintenance on an out-of-shape Millennium Falcon. R2-D2 also makes an appearance, and at the end, the user has to fight off a bunch of attacking Stormtroopers with a lightsaber.

Lucasfilm’s R& D unit ILMxLab showed off “Star Wars: Trials on Tatooine” to a small group of journalists in San Francisco on Monday, and the company may eventually bring it to other select audiences as well — but the whole project is still an experiment, explained Lucasfilm CTO Rob Bredow during an interview after a hands-on demo of the experience. “This is great for learning from,” he said. The ultimate goal, however, is to build much larger and longer-lasting experiences to ship to consumers.

Possible

That focus on learning also makes it possible to experiment with aspects that aren’t immediately available to consumers once they get their hands on high-end VR headsets in the coming months. VR games and experiences typically require users to wear headphones, but “Star Wars: Trials on Tatooine” was shown in a room with a surround-sound system. And when the Millennium Falcon landed, one could feel a sudden gust of wind.

Appealing to all senses this way — be it the wind or the bass that you feel all around you — is almost a throwback to traditional imagineering, as it has been used in theme parks for decades. “It’s a simple trick — blow some wind at people,” Bredow said.

ILMxLab purposely decided to mix traditional imagineering with VR to take immersion one step further, and Bredow hinted at possibilities to one day use this for what he called “location-based entertainment,” which could combine touch and other senses with visual immersion through VR headsets. “It seems like haptics are kind of a superpower for VR,” he said.

ILMxLab has been experimenting with different forms of VR and augmented reality for some time, as well as shown off “Star Wars: Trials on Tatooine” to a bunch of insiders. The latter taught Bredow and his team to not overburden users with gimmicky mini games or a too complicated backstory. “The simpler the better is one of the things we learned,” he said.

Giving users a chance to relax and immerse themselves is especially important while they’re still getting used to virtual reality as a medium, argued Bredow. “Maybe our vocabulary can expand over time,” he said.

Virtual reality is big at South by Southwest Interactive, the annual Austin, Texas, tech festival that wraps up Tuesday. It’s a big technological development, a business opportunity — and also just a big experiment, as everyone tries to figure out how to use it.

All around Austin, companies like Samsung, Google, The New York Times and even McDonald’s were showing off their virtual reality efforts. Because it basically immerses viewers in an artificial world, VR can reach an audience in more direct and fundamental ways than other media. Companies and creators are still feeling their way with the new technology.

“Part of what’s so exciting about it is that there are no rules and no best practices, it’s still really unclear what this is for and how best to use it,” said New York Times editor Sam Dolnick. “We’re shaping that at once in real time.”

Facebook’s long-awaited Oculus Rift begins shipping to the public later this month, while HTC’s Vive is coming in early April. On Tuesday, Sony said its PlayStation VR will come out in October for $399, not including a companion game console. Google even has a VR headset called Cardboard — which is pretty much exactly what it sounds like — for $15. All that is creating a tidal rush of enthusiasm and hype for the new technology.

The opportunity could be big: Deloitte Global predicts that virtual reality will have its first billion dollar year in 2016, with about $700 million in hardware sales and the remainder from games and other VR “experiences.” It estimates headset sales of 2.5 million units this year.

And audiences appear to find VR especially engaging, at least so far. Take, for instance, 360 degree videos, which are typically shot by multicamera setups that capture images in every direction. Viewers can then choose to look at anything in their field of view, as if they were standing where the camera is.

People are 7.5 times more likely to share such videos compared to fixed-frame video, VR journalist Sarah Hill said during a packed SXSW panel discussion on VR storytelling.

At the moment, it’s a challenge to walk around Austin without stumbling across a VR presentation. The New York Times took over the Easy Tiger bar on Austin’s main drag, 6th Street, to host panels and parties that promoted its VR efforts.

Google threw a VR party to showcase its Tilt Brush 3D VR painting app. At its Google Fiber Space in Austin, animator Chris Prynoski created a painting wearing a VR headset while the image itself appeared on a large screen above him. And there was a 360 degree photo booth, where party goers created 360 images of themselves viewable via Google’s Cardboard headset.

Samsung’s showcase used moving chairs and Gear VR headsets to let festival goers take a bumpy VR ride on a roller coaster via a video it developed with Six Flags. The company also brought virtual reality headsets for festival goers to try out, assuming they were willing to tweet the hashtag “VRondemand” and then send Samsung their location.

At McDonald’s Loft near the Austin Convention Center, the fast-food giant offered festival goers snacks, live music, and VR. Specifically, that is, the chance to use an HTC Vive and its controllers, due out later this year, to paint a colorful mural on a Happy Meal box and throw paintballs in a virtual world. “It’s an emerging technology that has interesting potential applications,” said DeLu Jackson, a McDonald’s vice president of global digital engagement.

Gary Banks, executive producer at digital content studio Groove Jones in Dallas, created the VR game for McDonald’s and says interest in VR has jumped over the past year. “It’s not mainstream yet, so there’s the coolness factor and cachet that brands want to attach to themselves,” Banks said.

Still, creating virtual reality pieces remains rife with challenges. Andrey Doronichev, a product manager for VR apps at Google, said one of them simply involves teaching audiences what to expect from VR pieces. Would-be creators of VR pieces need better tools, too.

The industry also needs new ways to measure how people interact with VR videos. The common metric of “views” may not suffice, particularly if people watch fewer VR videos but spend more time with them, said Mehrshad Mansouri, director of business development for GoPro. But he added that it wasn’t clear what should replace views.

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