Mixed Reality and Experiential Movie Trailers: Combining Emotions and Immersion to Innovate Entertainment Marketing

Abstract

This paper describes the process and the purpose of innovating Mixed Reality technology to create an Experiential Movie Trailer. We discuss the creative means by which we engage users in a multimodal, multi-sensory group experience that makes them feel a part of a movie’s upcoming experience. The key to the success of this endeavor lies in borrowing techniques from playgrounds, game play and theme park design to drive emotional branding in entertainment marketing. The paper also covers a methodology for media innovation to ease the process of adoption of emerging experiential media. 1.