How Augmented Reality entertainment is drawing visitors to the R City mall

How Augmented Reality entertainment is drawing visitors to the R City mall

How Augmented Reality entertainment is drawing visitors to the R City mall

You create a universe by perceiving it. ~ Douglas Adams

This Sunday, I was at the RCity Mall to watch ‘Tumhari Sulu‘. Just as we were about to enter the INOX cinema hall, I saw a small crowd in front of a huge screen which was playing the live recording of people standing in front of it. Most of them were looking at the screen and were clicking or recording pictures. I looked up at the screen to see what was going on. On the screen, I could see a person wearing a spacesuit standing among the crowd. When I looked around, there was no such character. I looked at the screen again. This time I saw a pool in front of the crowd. A large polar bear walked over its edge, and it started doing somersaults. This was funny! As the polar bear went out, dolphins popped their heads out of the pool.  The dolphins were followed by a huge dinosaur that stopped to bare its pointed teeth. Gosh! There were some flying Tyrannosauruses too.

Without wasting time, I also took out my phone and started recording the proceedings on the screen. Here, have a look.

Augmented Reality at INOX RCity

The children were going crazy to see all these photo-realistic 3D characters around themselves on the screen. It appeared like we were standing in the middle of the Jurassic Park. Obviously, a number of people stood glued to the screen at any point in time.

Welcome to the world of augmented reality.

INOX has unveiled Asia’s first-ever Augmented Reality (AR) experience in the multiplex at R City in Mumbai.

Augmented Reality

What is Augmented Reality?

Augmented reality (AR) is a technology that enhances our perception of reality by superimposing computer-generated images, video or graphics over our view of the real world. Elements from the virtual combine with the physical world to create an immersive experience that augments people’s perception of the real world. For example, the 3D simulated virtual dinosaurs appeared to be with us in the mall (real world)

Augmented Reality vs Virtual Reality

Augmented Reality is different from Virtual Reality. Whereas, in Virtual Reality, people interact with computer-generated environments that replace their real world, Augmented Reality adds to the present reality rather than replacing it.

Augmented Reality came into the mainstream with Pokemon Go, the game in which people went searching for virtual Pokemon that were placed in real locations.

Use of Augmented Reality technology by Lifestyle brands

With the use of Augmented Reality, furniture companies and other lifestyle brands are helping potential buyers make smarter decisions by allowing them to virtually try out their products at their home or in their own settings. People are more likely to buy something when they see it or try it, even if it is virtual.

Moviegoers can now capture their AR experience as photos or videos and share on social media, which is likely to attract others to the halls.

While going out, we saw a group of people standing at the centre of a podium facing a screen at a kiosk. They were being virtually transported back in time to 350 BC., where they found themselves receiving a warm welcome in the kingdom of Porus, and then saw his army preparing to defend them against Alexander’s army. You would have guessed that it was a promotion campaign for Sony TV’s upcoming magnum opus Porus. This was closer to Virtual Reality.

Such fascinating, immersive experiences in cinema-quality 3D animations through which the audience can get up-close and personal with magnificent characters and creatures are bound to pull them back to the cinema halls and the mall.

Reality is merely an illusion, albeit a very persistent one.” – Albert Einstein


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  • author's avatar

    By: Somali K Chakrabarti

    Hi there! Welcome to Scribble and Scrawl! Here, I delve into themes related to positive lifestyle – from making smart-living choices, savvy financial decisions to nurturing the mind, body and soul. I share my travel experiences, explore facets of art and culture and highlight inspiring stories. Hope you enjoy reading my posts.

  • author's avatar

Somali K Chakrabarti

Hi there! Welcome to Scribble and Scrawl! Here, I delve into themes related to positive lifestyle - from making smart-living choices, savvy financial decisions to nurturing the mind, body and soul. I share my travel experiences, explore facets of art and culture and highlight inspiring stories. Hope you enjoy reading my posts.

  • “Reality is merely an illusion” and this augmented reality. :-)
    Augmented reality is changing the way we view the world … I mean the users.

  • Thanks for your informative post on ‘ Augmented Reality ‘.Best wishes .

  • Thanks for sharing this Somali. Learnt something new today. I marvel at the wonders of science and where is it going to take us!!

  • Fascinating, and this is the way technology is heading. Our virtual realities will in a little while begin to overlap, and we will no longer know what is real in our world as we create robots and worlds where headphones and eyes are tuned into a dream like reality of screens before our eyes..

    I wonder at times is our waking world the dream world.. or is our dream world our reality?
    One thing is for sure that many are not aware of, is how our Thoughts manifest our creations. And with each creation comes responsibities..
    So we had better be careful of our creations, or indeed those ‘Monsters’ may just come and bite us in the butt.. LOL :-)
    Thank you Somali.. You know India is far more advanced in the techno world than the UK ..
    Sending LOVE and wishing you a great week.. :-)

  • This really is fantastic stuff. I would think the applications are endless, medical, meditative….just like the holodeck (exceuse spelling) on Star Trek (they were always ahed of our time)…take a vacation! I dread saying military applications also :(

    • True, true Graham. When used for entertainment, it sounds like fun. for medical or for meditative purposes it would be a boon but its use in military applications might lead to a lot of pain. Thank you very much for the insightful thought.

  • Hello Sue. Yes thoughts and creations are interlinked.. So what appears to be a fantasy at a particular moment has the potential to turn into reality. So, when you say that with each creation comes responsibilities, I take these as wonderful words of wisdom, which should be always kept in mind for our own good. Checks and balances must always be there so that the monsters of our creation do not play havoc with us.
    Thank you so much for sharing your valuable thoughts. How’s your eye now?

  • It does look like such a fun AR experience outside of the cinema! Never had an experience like that before, and I’m not sure if this is something that is very popular in Australia, yet. But I can see how it can be fun – it’s like parts of our imagination or parts of the past (like the dinosaurs) come to life right in front of you :D Like you said in the previous comment, what appears to fantasy turns to potential reality – and there’s some kind of magic in that..

    • Thanks, you Mabel. It is interesting indeed when used for entertainment or for teaching or marketing but as Sue and Grahan have pointed out the potential uses of this technology can be very vast, and so people have to be careful about that, Finally, Friday is here again. Have a wonderful weekend.

  • These indeed are amazing stuff, just showing signs of things to come. Just like internet and mobile changed the way we live in the last decade or so, in the coming years it will be AR/VR which will transform the way we look at life, reality and perception will seamlessly merge. There will be a new medium to look at life and it will be as you have so nicely differentiated the two evolving technologies, one that replaces the reality and the other that adds to the present reality. There is a world of dream we all move when we close our eyes and we all love to live in a world of fantasy even when our eyes are opened, reality is never easy and reality keep testing our mantle and we keep shifting into our own world and where we haunt for solace of life and a break from the monotony and mundane routine of reality.

    The virtual world has literally taken us for lovely ride and we get magnetically pulled and sometime get caught in the digital vortex and aspire to live a life in the virtual world, and precisely this aspiration is being captured by the fasting changing technology world where reality is getting a makeover through the technology lens and we are enjoying this middle ground. Both these technology are fantastic in their own ways and it has implications beyond the entertainment, there is so much learning through it and there so much value that it can add to our understanding.

    Life will never be the same in few years from now where we will be fully immersed in the digital technology…right from bots to robots, and from AR to VR, things around us will undergo a tectonic shift and we are yet to fathom its implications and the associated complications that it will bring along with it, we as human beings are excellent in adapting new ways of living life and we will soon mold ourselves in line with the new unfolding world. Though the entertainment industry is always a step ahead in translating those technologies into actions and into the daily life of people, movies to games are at the forefront of such surgical strike on human psychology.

    It has been all the way US, though now China is leading the way in many new technologies revolution, take the case of smart phones in India with all the advantage with India, India has lagged behind in converting those ideas into reality. Movie and IT remains strong identity with us and we need to quickly leverage those ocean of opportunities and jump start our presence in the global space…these AR/VR technologies where the Indians are so good at, we have have not invest enough to be leader.

    Thanks so much Somali, stopping by take a quick video while on your way to a movie and connecting with the way things are changing around us, and how malls and halls are moving behind the convention.
    Have a lovely Sunday!!!

    • Yes, Nihar I agree that 10 – 15 years down the line, the world will be very different from now, with technologies like AR. VR giving a makeover to our reality. I remember there was a platform called Second Life, where people could live and transact in a virtual world. Then there are bitcoins, which I do not understand much. Going forward such technologies will find many more applications than what we can fathom now and many more users.
      Let’s hope that India also leverages the expertise in some of these technologies to build world class capabilities and emerge as a world leader.
      Thank you for adding so much value to the discussion. Hope you had a good start to the week.

      • Somali, the more I think of the changing technologies and the way these technologies are rapidly invading our space, I keep wandering what will happen to us, the human being; there is an imminent bout between the man vs. the machine, and reality would undergo a metamorphosis. The thought that we would be living in space, literally speaking and already the agenda are being set to take the man to the other planets.
        Second Life, the online virtual world by Linden Lab, the 3D virtual world, yes where we can create, connect and chat using the voice. I agree, though I wrote a piece on bitcoins but still find it bit amorphous in comprehending the chain.

        India should capitalize on the initial; advantage of digital technology, and we are somehow good at quickly fetter away the advantages that we keep lavishly getting, just look at China, they are learning the power of digital space, and they have managed to create a captive companies from Baidu to Tencent give US IT biggies a taste of their medicine and we are confusingly caught in between and we need to be smarter and we need be the aggressor in our innovation and faster adoption of such innovations into our ecosystem.

        Always my pleasure Somali, to have such a deeply dissected discussion with you, I keep learning a lot from you. Yes, the start has been good and you too have a great week ahead.

  • I like the idea of virtual try-ins and augmented reality though I haven’t experienced either yet.

  • Haha! That was so much fun!! Now I can envision how the movie, “Jurassic Park” was made.

  • Great Post. I really enjoyed reading this!

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