INTEGRATED SYSTEMS EUROPE – AV TRENDS IN LIVE EVENTS
From fine pitch LED to projection tracking , AV technology in events is evolving fast . The biggest challenge is making sure you take a measured approach to using the best of what ’ s on offer . Ahead of Integration Systems Europe 2018 , Europe ’ s premier show for integrated audio-visual systems sector , we explore the latest technology likely to impact upon the live events industry .
Live event clients have always sought something different , exciting or cool to impress their audience and with today ’ s dynamic mix of technology , producers are empowered not only to satisfy but exceed expectations .
“ The biggest challenge is creating new and unique experiences that have an instant wow factor and audience impact ,” says Mike Ross , Attractions Development Manager , Holovis . “ With the rise in experiential events and the encouragement from brands for people to share the content online , people have seen it all and are becoming harder to impress .”
Available technologies range from the almost like-for-like replacement of projection systems with LED , to live streaming from drones and emerging tools like Augmented Reality ( AR ) with barely explored potential .
Form and function
LED screens , in general , have become so affordable that ‘ live scenery ’ is a viable option for many events and shows but it is fine pitch displays where advances are strident .
With worldwide demand set to increase by 2021 by an average of 46 % year on year ( Source : LEDinside ), producers are wise to fine pitch LED advantages over projection . The category is “ pushing out large projectors ,” according to Tim Brooksbank , CEO at image processing developer Calibre .
“ The resolution of LED has gone from rubbish to revolutionary and is now as good as , if not better than , projection ,” adds Colin Parnell , producer at Fonix screen hire . “ You can throw as much light as you want onto the screen without impacting the picture , and there ’ s no throw distance so your presenting talent can actually touch it . The only reason to use projection now is to maximise an existing investment .”
Using HD resolutions isn ’ t the expectation in live events filming , it ’ s a necessity . The same is true with content for both projection and LED screen content production as well .
“ Showing video beyond 10m wide – a frequent occurrence at live concerts and conferences – requires a 4K image , otherwise you ’ re just wasting pixels ,” says Nick Dew , managing director of Really Creative Media .
Nonetheless 4K / UHD content is not yet universal and is being driven by the consumer .
“ 4K filming can make a dramatic difference for a live stage show , but when you ’ re commissioned to film a conference , is 4K really necessary ?” poses Dew . “ Yes , it ’ s a great picture , but there ’ s no point in doing flash for the sake of it .”
“ Designers and specifiers think they need 4K / UHD because we all hear about it from TV manufacturers ' advertising ,” agrees Brooksbank . “ The reality at live events with long viewing distances is that 4K / UHD isn ' t about higher visible resolutions but about covering a larger display surface area without the image appearing unduly pixelated .”
Where high resolution has even greater value is in special attractions , such as theme parks . Austrian developer AV Stumpfl ’ s Wings Engine Raw 8K media server is capable of processing four simultaneous streams of 4K or handling extreme frame rates up to 120fps for dark rides , large-scale theatres , immersive dome theatres and projects requiring stereoscopic 3D imaging .
Holovis created the 360-degree panoramic projection for live streaming action from the Euro 2016 soccer tournament inside a 20 x 40 metre immersive experience Hyundai FanDome .
“ Atmosphere screens featured real time content mixed live in 8K resolution that changed in line with the mood of the fans , surrounding their peripheral vision and making them an inescapable part of the drama ,” Ross explains .
AR for live
As Virtual Reality has galvanised the film and TV community into all manner of content experimentation , the format shows great potential for live events . ISE 2018 also sees the launch of the XR Summit , a one-day conference focused on exploring the B2B applications of Virtual , Augmented and Mixed Reality products and solutions . This will cover vertical market sectors such as healthcare and education alongside the applications applicable for sales and marketing purposes .
AR is an especially intriguing prospect . People can share their experience not only with each other but also with live capture to spread on social media sites .
For example , Holovis developed the Battle For Cedar Point , a bespoke app for an Ohio-based theme park which integrates AR into the wider guest experience .
“ This can be triggered from the moment downloaded to ‘ gamify ’ the visit to the park with hidden AR treasure to discover ,” says Ross . “ This has increased social media reach with people wanting to share the secret content that they are accessing . We ’ re taking this concept through to live experiential events so they also see these uplifts .”
Microsoft ’ s hologram viewer Hololens and mixed reality retinal display Magic Leap are two breakthrough technologies to watch for . But let ’ s not close the door on VR just yet . Development is underway to enable viewers to share the experience of someone wearing a VR vizor .
The Score Magazine
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