7 September 2020
On 31 August, the promotion meeting for "intelligent immersive XR space research and industry demonstration ofcoordinated IPfor film and entertainment showcase and performance" was held in the Changlin Road Campus of Shanghai Theatre Academy (STA).
"Intelligent immersive XR space research and industry demonstration of coordinated IP for film and entertainment showcase and performance" is a project funded by the Shanghai Municipal Public Funding Support Program for Promoting the Development of Cultural and Creative Industries 2020. It is carried out by a cooperative team composed of Shanghai Theatre Academy, Shanghai West District Culture and Media Development Co Ltd, the University of Liverpool and Aardman Animation Co Ltd The project will establish a Sino-British experimental centre for intelligent immersion XR space studies in the Changlin Road Campus of STA, establish a joint stop-motion animation art center, and establish an XR theatre for intelligent immersive entertainment showcase and performance in the Chenhang Park of Minhang District, thus realizing the coordinated operation of "industry, education and research", and building a platform for film and entertainment showcase, performance and creation as well as social service.
Huang Changyong, President of Shanghai Theatre Academy, attended the meeting. Leaders and relevant teachers of STA College of Creative Studies, executives of Shanghai West District Culture and Media Development CoLtd, and relevant officials of Pujin Community Council, Minhang District also attended the meeting.
At the meeting, the participants listened to the introduction of the design scheme of "Dome-Screen Theatre" of the STA Art TechnologiesCenter and the design scheme of XR theatre for intelligent immersive entertainment showcase and performance in the Chenhang Park, and fully discussed the problems in the future implementation plan, and reached a consensus. This project continues from the research in recent years by the Ministry of Culture and Tourism’s Key Laboratory for Integrated Innovation and the Shanghai Multimedia Performing Arts Synthetic Virtual Space Laboratory. The Sino-British cooperation project "Shaun the Sheep: Immersive Entertainment Research" funded by the Arts and Humanities Research Council (AHRC) of the UK provides an important support for this project. XR technology covers such digital virtual immersion technologies as virtual reality, augmented reality and mixed reality. This project uses XR technology to research and develop immersive narrative contents re-created from film-entertainment interactive IP to provide more real sensory interaction for the audience, develop the business model for XR immersion experience, and make a demonstration for the development of related cultural and creative industries.
