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What New Audiences Want From Cultural & Entertainment VR

Calendar Tuesday, 31 March 2020
Calendar 10:00-13:00

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Demystify the VR audience journey & understand what makes projects successful with the public.

The seminar will be presented by Catherine Allen from Limina, in partnership with Cardiff University, School of Journalism, Media and Culture and the Creative Industries Evidence and Policy Centre.

Refreshments and networking opportunities provided!

What New Audiences Want From Cultural & Entertainment VR

Using three years of audience data and heaps of real life examples, this seminar will open your eyes to VR from a potential audience members’ perspective – with a focus on newer audiences who are not seasoned VR users.
Unlike other forms of media, creators have not grown up surrounded by an audience culture around this medium. As media consumers, we have all observed hundreds of people throughout our lives in the cinema, we have swapped views with dozens of colleagues on last night's telly and we have been to concerts and observed the reactions of hundreds of other music lovers.
However, most creators have not yet witnessed this level of audience feedback & culture with VR, simply because it is so new and not yet mainstream. The solution is to be proactive with understanding your end user & consciously close the feedback loop.

This seminar will share broad and deep audience insights from three years of VRscreenings to approximately 15,000 audience members.

We'll cover:

  • A UK market snapshot and SWOT analysis
  • What new VR audience members want from their first few VR experiences. We call this 'gateway' content
  • How to package and sell the experience to them (regardless if it is free or not)
  • What audience members' personal and societal barriers to entry are likely to be, and how to overcome those objections & concerns
  • How to encourage repeat visitors, great social media reviews and word-of-mouth recommendations

Expect to leave the seminar with genuine empathy and understanding of audience members who are newer to VR (77% of the population), as well as practical knowledge on how to build audiences for cultural and entertainment VR.

Limina’s mission

A new art form is emerging, and Limina is on a mission to nurture it to be a creative force for good by addressing a market segment that is both underserved and brimming with opportunity; mainstream arts and culture audiences. We do this through specialist consultancy and by working with cinemas, theatres, festivals, visitor attractions and arts venues to help them bring high quality, cultural VR experiences to their audiences in a specially developed inclusive exhibition format.

Read ‘Immersive media in the UK: reaching present-day audiences should not be an afterthought’ by Catherine Allen and Chris Sizemore of Limina Immersive.

View What New Audiences Want From Cultural & Entertainment VR on Google Maps
Cardiff University School of Journalism, Media and Cultural Studies
Two Central Square
Central Square
CF10 1FS

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