Technicolor Group Prepares for a New Century of Innovation with Experiential Entertainment Expansion
Paris, July 30, 2024 - As Technicolor Group prepares to celebrate its 110th anniversary next year, we are excited to announce the strategic expansion into the realm of Experiential Entertainment, spearheaded by The Mill, our renowned advertising and experience studio. This move reinforces our legacy of innovation and sets the stage for a new century of pioneering immersive storytelling.
Building Anticipation for 110 Years of Technicolor
Technicolor Group's history is marked by groundbreaking advancements in film, television, and visual effects. As we gear up for our 110th year, we are committed to shaping the future with ongoing innovations in experiential entertainment. This sector, which extends beyond traditional media to include theme parks, museums, retail, marketing, travel, sports, and destination, is rapidly growing. We are leveraging our unmatched expertise in storytelling, real-time, AI, and creative technology to meet this demand and transform how stories are told.
Our upcoming 110th anniversary is not just a milestone, but a launchpad for the future of storytelling, said Caroline Parot, CEO of Technicolor Group. We are dedicated to pioneering new frontiers in experiential entertainment, ensuring that our legacy of innovation continues to inspire and captivate audiences worldwide. Our recent partnership with Layered Reality exemplifies this commitment, as we digitally revive Elvis by collecting and processing images and film archive clips to train AI models on his face, enabling us to recreate his iconic live performances. The Mill's exceptional creative and technical talent will once again push the boundaries of what is possible, delivering an extraordinary, authentic, and thrilling theatrical event.
Unveiling a New Era of Storytelling
The Mill has a solid track record of delivering visionary and memorable consumer experiences. From immersive experiences for Corona and AT&T to 3D billboards for Samsung, Jeep, Amazon, and HBO's House of Dragon, and over 20 projects for the MSG Sphere in Las Vegas, including Marco Brambilla's epic vision for the U2 opening concert.
The Mill continues to push creative boundaries. Our work reshapes museums, orchestrates live events like the Balenciaga Fashion Runway, and organises virtual concerts with Riot Games, setting new standards in experiential entertainment.
New Frontier Recent Developments
To further bolster our expansion, Sanjay Das our Los Angeles based Strategic Executive Partner has been making significant strides since his appointment in May. With extensive experience in business leadership and global media production at companies such as DreamWorks Animation and Tippett Studio, Sanjay has been driving innovation within Technicolor Group and facilitating our planned growth. His leadership and expertise are focused on enhancing our capabilities across the film, advertising, animation, and games divisions, solidifying Technicolor Group's leadership in immersive storytelling.
Technicolor Group's diverse brands are ideally suited to capitalise on the burgeoning demand for immersive experiences. I am thrilled to partner with the Technicolor Group and The Mill as we witness and drive the convergence of media culture fuelled by techno-creative innovations and the widespread distribution of content across regions, platforms, and mediums in the Experiential Entertainment space. Together, we are in an enviable position to shape the arc of experiential entertainment history working with our clients, partners, and collaborators. said Sanjay Das.
Mark Benson, President of The Mill, Comments: Technicolor Group is committed to innovation in immersive storytelling across all touchpoints. Our expansion, alongside Sanjay Das's impactful contributions, underscores this strategic development. Sanjay has been collaborating closely with The Mill's Head of Business Development, Annabelle Penloup, to explore new business opportunities in this exciting market. This move aligns with The Mill's vision to reshape the entertainment landscape and significantly expand our legacy of innovation.
Annabelle Penloup, Head of Business Development adds: We have arrived at the anticipated moment, where the convergence of media is exemplified by the growth of experiential entertainment. The Technicolor group has long been involved in the immersive sector but had not previously organised itself to fully capitalise on these opportunities. Leveraging The Mill's remarkable accomplishments and talent in the immersive sector, we've made significant strides. We ready to respond to the world's invitation and set new industry standards.
Celebrating 110 Years of Innovation
Technicolor Group's journey began in 1915, and our commitment to excellence remains unwavering. Today, we provide world-class production expertise through our award-winning studios, MPC, The Mill, Mikros Animation, and Technicolor Games. Our global teams of artists and technologists' partner with the creative community across film, television, animation, gaming, brand experience, and advertising to bring the universal art of storytelling to audiences everywhere.
Looking Forward
As we prepare to celebrate our 110th anniversary next year, we are not just reflecting on our storied past but also looking ahead to a future where we continue to innovate and inspire. Our vision for the next century is to shift the market perception from visual effects to visual experiences, embracing augmented, virtual, and mixed reality technologies. We are investing in cutting-edge technology like 3D mapping projections, ambient interactivity, and artificial intelligence to create unforgettable experiences that engage and captivate audie
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Technicolor Group Prepares for a New Century of Innovation with Experiential Entertainment Expansion
