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Immersive entertainment creators Layered Reality have secured an investment deal worth £1.75m with Channel 4’s consumer investment arm, Channel 4 Ventures
Tom Anstey | Planet Attractions | 29 Aug 2024
Layered Reality is the creator of some of London’s longest-running and most highly-rated immersive experiences Credit: Layered Reality
Layered Reality, creators of the forthcoming immersive experience ‘Elvis Evolution’, have announced an investment deal worth £1.75m (US$2.3m, €2.8m) with Channel 4's consumer investment arm, Channel 4 Ventures.
A media for equity deal means that Layered Reality will be able to reach a TV audience for the first time, with the company’s immersive experiences all set to receive advertising airtime around a range of Channel 4 programming.
Production of a TV spot highlighting The Gunpowder Plot, Jeff Wayne’s The War of the Worlds: The Immersive Experience, and the forthcoming Elvis Evolution, is currently in the works, with Bristol-based creative agency ‘Hey! What?’ creating the piece.
“Layered Reality is determined to be best in class at what we do,” said Andrew McGuinness, founder and CEO of Layered Reality.
“This means seeking out similarly minded partners and Channel 4 is certainly one of those. We are delighted to be working with them to help bring high-quality immersive entertainment to ever-wider audiences.”
According to a release, the deal supports Channel 4’s goal of diversifying its revenue streams as it transitions to becoming a digital-first public service streamer, as laid out in its Fast Forward Strategy.
“We’re leading the way in showcasing the potential of media-for-equity for brands, and we’re proud to invest in another business which is a leader in its field,” said Vinay Solanki, head of Channel 4 Ventures.
“We think live events might be the best use case for AR and VR, and we believe there is a fit using globally recognised brands and IP, like Elvis. This deal is another example of how we can deliver commercial impact for businesses that team up with us.”
Now opening in London in spring 2025, will feature a life-sized, state-of-the-art holographic projection of Elvis, created from thousands of personal photos and archive home videos.
Created as a celebration of the artist’s life and musical legacy, Elvis Evolution will also combine augmented reality with multi-sensory effects and live performances to create a never-before-seen Elvis experience.
Elvis Evolution will feature a life-sized, state-of-the-art holographic projection of Elvis, created from thousands of personal photos and archive home videos. Created as a celebration of the artist’s life and musical legacy, Elvis Evolution will also combine augmented reality with multi-sensory effects and live performances to create a never-before-seen Elvis experience.
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