The impact of virtual reality in the motion picture industry regarding brand coolness, emotional responses, and WOM

The main goal of the present dissertation is to understand how virtual reality impacts the motion picture industry regarding the constructs of brand coolness, empathy, sympathy, and word-ofmouth in comparison with the traditional 2D screens, while also considering the importance of the movie content. Thus, the study consists of a quantitative research which is based on a factorial research design, considering the interactions between the two technological formats (2D and VR) and the two movies (“Crow: The Legend” and “Is Anna Ok?”). The chosen methodology allows us to determine that a movie experienced in VR has more positive scores regarding brand coolness, emotional responses (empathy and sympathy), and WOM, than when the same movie is presented in 2D screens. However, the Two-Way ANOVA analysis also determines that the movie content itself affects brand coolness perceptions and sympathy responses more than the technological format. Meaning that the story content has a higher influential power on how the movie is perceived by the audience when considering these constructs than the technological format. On the other hand, regarding empathy responses and WOM, the technological format proved to have a higher impact than the story content. Additionally, further analysis allowed us to understand how brand coolness is perceived regarding movies and how emotional responses to movies influence the audience’s attitudes and coolness perceptions. The theoretical and managerial implications of these findings are also explained.O principal objetivo da presente dissertação é compreender como a realidade virtual tem impacto na indústria cinematográfica no que diz respeito à construção de brand coolness, empatia, simpatia e word-of-mouth em comparação com os tradicionais ecrãs 2D, considerando também a importância do conteúdo do filme. Assim, o estudo consiste numa pesquisa quantitativa que se baseia numa pesquisa factorial, considerando as interações entre os dois formatos tecnológicos (2D e VR) e os dois filmes ("Crow: The Legend" e "Is Anna Ok?"). A metodologia escolhida permite-nos determinar que um filme experienciado em RV tem pontuações mais positivas em relação a brand coolness, respostas emocionais (empatia e simpatia), e WOM, do que quando o mesmo filme é apresentado em 2D. Contudo, a análise ANOVA bidirecional determina também que o próprio conteúdo do filme afeta mais as perceções de brand coolness e as respostas de simpatia do que o formato tecnológico. O que significa que o conteúdo da história tem um poder de influência maior na forma como o filme é percecionado pelo público relativamente a estes conceitos do que o formato tecnológico. Contrariamente, considerando as respostas de empatia e WOM, o formato tecnológico provou ter um maior impacto do que o conteúdo da história. Adicionalmente, uma análise mais aprofundada permitiu-nos compreender como brand coolness é percecionado em relação aos filmes e como as respostas emocionais aos mesmos influenciam as atitudes e perceções de brand coolness do público. As implicações teóricas e de gestão destas descobertas são também explicadas

Beyond virtual cultural tourism: history-living experiences with cinematic virtual reality

Virtual reality offers unprecedented opportunities for creating cultural tourism experiences that tell visitors emotionally engaging stories about the past.  This paper focuses onthe latest frontier of immersive storytelling rivalling feature films, cinematic virtual reality, which can immerse users into 360-degree films making them feel like living the story. Through a qualitative analysis of five projects, this paper explores how this new media form has been applied for cultural heritage storytelling and analyses the reactions of users to the historyliving experiences with an emphasis on their emotional responses. Based on the findings of the analysis, implications are discussed for the design of VR experiences in cultural tourism

Cinematic virtual reality as a new narrative form

Over the past three decades, digital information technologies have rapidly transformed our means of communication and introduced new media forms. Some of the most recent developments in this respect are the emergence of 360-degree video cameras (both at the consumer level and for industrial production), the introduction of computer applications to process 360-degree video images, and wide-scale adoption of head-mounted displays (HMD). These technologies, all working together, seem to provide us with a new form of filmmaking, new potentials for cinematic storytelling, and in fact, a new form of cinematic experience. Although 360-degrees films that are produced to be watched on HMDs have immensely evolved in the past decade, the creative projects produced in this field remains relatively experimental. Cultivating the widespread adoption of VR headsets towards developing new narrative forms and exploiting the potentials of this new medium towards storytelling remains as challenging yet promising task. This paper will examine the narrative potentials of a new media form, which is called Cinematic Virtual Reality (CVR).Publisher's Versio

A Palette of Deepened Emotions: Exploring Emotional Challenge in Virtual Reality Games

Recent work introduced the notion of ‘emotional challenge’promising for understanding more unique and diverse player experiences (PX). Although emotional challenge has immediately attracted HCI researchers’ attention, the concept has not been experimentally explored, especially in virtual reality (VR), one of the latest gaming environments. We conducted two experiments to investigate how emotional challenge affects PX when separately from or jointly with conventional challenge in VR and PC conditions. We found that relatively exclusive emotional challenge induced a wider range of different emotions in both conditions, while the adding of emotional challenge broadened emotional responses only in VR. In both experiments, VR significantly enhanced the measured PX of emotional responses, appreciation, immersion and presence. Our findings indicate that VR may be an ideal medium to present emotional challenge and also extend the understanding of emotional (and conventional) challenge in video games

Analysis of the narrative communication characteristics of virtual reality experiences: meaning-making components of the immersive story

Virtual reality is a technology and media that has evolved dramatically in the last decades. Undoubtedly, the medium has developed its own dynamics and narrative characteristics, due to the possibility of interaction and the ability to allow the viewer/user to focus on different levels of action. In this research, the relevant narrative characteristics in virtual reality are described based on a literature review. Secondly, a sample of online experiences of 360º virtual reality, or cinematic virtual reality (CVR), are analyzed to determine the characters and possibilities of narrative features presented. This analysis can help establish parameters and guidelines for the creation of virtual reality and 360º immersive contents in heterogeneous audiovisual and multimedia fields. The results show both the narrative and aesthetic possibilities of the analyzed videos and their technical and expressive possibilities, in terms of the ability to integrate narrative structures, as well as content in the use of innovative formal resources. In this sense, 360º immersive video becomes an added value of considerable dimensions

Quais as potencialidades da criação de um videoclip em Realidade Virtual?

The focus of this dissertation is in the potentiality of the creation of a music video in Virtual Reality (VR). As such, it was analyzed in the theoretical framework what are music videos, what is VR and, more specifically, what are music videos in VR, which is a unresearched topic in the academic field, to which this dissertation provides some basis for feature research in this area. A music video for VR was made for this dissertation as to better understand the potentialities of the medium. The music video was made under the conventional phases of audiovisual production. Then user tests were made for this music video in order to evaluate its characteristics. The tests were made with 3 independent samples because the music video was shown in desktop 360-2D, mobile-360-2D, and VR on a Head Mounted Display (HMD). This was done as to better understand the potentialities of VR by comparing it to other mediums. Each participant had to answer to a pre-test questionnaire, and to a post-test questionnaire. The analysis of the results showed that although VR offers the added benefit of immersion it also poses its own challenges and a completely new approach to music video making.O foco desta dissertação é na potencialidade de criação de videoclips em Realidade Virtual. Como tal, foi analisado no enquadramento teórico o que são videoclips, o que é a Realidade Virtual e, mais especificamente, o que são videoclips em Realidade Virtual, tópico sobre o qual não existe muita investigação no meio académico, de maneira a que esta dissertação serve como base para investigações futuras. Um videoclip foi feito para Realidade Virtual para a investigação da qual esta dissertação faz parte, a fim de perceber as potencialidades do meio. O videoclip foi criado com base nas fases convencionais de produção audiovisual. Feito isto foram feitos testes de utilizador para avaliar as características do videoclip. Estes testes foram feitos em 3 amostras independentes cada uma para um formato diferente de visualização de videoclips em Realidade Virtual, desktop-360-2D, mobile-360-2D e em Realidade Virtual com um Head Mounted Display. Isto foi feito de modo a perceber melhor as potencialidades da Realidade Virtual comparativamente com os outros meios. Cada participante teve de responder a um questionário pré-teste e a um questionário pós-teste. A análise dos resultados mostrou que apesar da Realidade Virtual oferecer o benefício da imersão, ela tem os seus desafios, e requere uma abordagem completamente nova para a realização de videoclips.Mestrado em Comunicação Multimédi

Interactive Fiction in Cinematic Virtual Reality: Epistemology, Creation and Evaluation

This dissertation presents the Interactive Fiction in Cinematic Virtual Reality (IFcVR), an interactive digital narrative (IDN) that brings together the cinematic virtual reality (cVR) and the creation of virtual environments through 360\ub0 video within an interactive fiction (IF) structure. This work is structured in three components: an epistemological approach to this kind of narrative and media hybrid; the creation process of IFcVR, from development to postproduction; and user evaluation of IFcVR. In order to set the foundations for the creation of interactive VR fiction films, I dissect the IFcVR by investigating the aesthetics, narratological and interactive notions that converge and diverge in it, proposing a medium-conscious narratology for this kind of artefact. This analysis led to the production of an IFcVR functional prototype: \u201cZENA\u201d, the first interactive VR film shot in Genoa. ZENA\u2019s creation process is reported proposing some guidelines for interactive and immersive film-makers. In order to evaluate the effectiveness of the IFcVR as an entertaining narrative form and a vehicle for diverse types of messages, this study also proposes a methodology to measure User Experience (UX) on IFcVR. The full evaluation protocol gathers both qualitative and quantitative data through ad hoc instruments. The proposed protocol is illustrated through its pilot application on ZENA. Findings show interactors' positive acceptance of IFcVR as an entertaining experience

VR Storytelling

The question of cinematic VR production has been on the table for several years. This is due to the peculiarity of VR language which, even if it is de ned by an image that surrounds and immerses the viewer rather than placing them, as in the classic cinematic situation, in front of a screen, relies decisively on an audiovisual basis that cannot help but refer to cinematic practices of constructing visual and auditory experience. Despite this, it would be extremely reductive to consider VR as the mere transposition of elements of cinematic language. The VR medium is endowed with its own speci city, which inevitably impacts its forms of narration. We thus need to investigate the narrative forms it uses that are probably related to cinematic language, and draw their strength from the same basis, drink from the same well, but develop according to di erent trajectories, thus displaying di erent links and a nities