With giant, cinema-like 4K TVs in more homes, getting people to go to movie theaters is becoming a challenge for studios. But thanks to new haptic technology, film trailer ads are about to get a lot more exciting — at least on smartphones. Here’s how Universal Pictures has taken a lead in using haptic technology to boost excitement and ticket sales.
Even with giant TVs around, more people are also watching content on their mobile devices. Knowing that, Universal Pictures wanted to make a huge splash on small screens with the release of the Latin America trailer for its 2016 summer blockbuster Jason Bourne. And since Android is the dominant mobile OS in Latin America, the studio wanted to engage Android users in Latin America via a strategic mobile advertising campaign. 바카라사이트
The challenge for Universal was developing a trailer that could really bring audiences into the explosive action — even on a four-inch mobile screen. Until recently, the flat, glass screen of a smartphone or tablet was void of any meaningful tactile experiences — a stark contrast to the explosive action in Jason Bourne. This trailer needed to move beyond the flat screen to create excitement and emotion.
How haptic technology increases excitement
Enter haptic technology, which enables your smartphone to vibrate when it rings or when you type on it. But today, haptic technology is more than that — the latest haptic creative tools enable a more nuanced form of the technology — one that can inspire and seduce you in ways a still screen never could.
Since people who watch mobile content are often physically holding their devices in their hands, Universal saw a unique opportunity to leverage smartphones’ vibration capabilities to provide viewers with a movie trailer experience they would actually feel. The company also knew that according to recent studies, appealing to consumers’ sense of touch has been proven to drive deeper engagement and increase brand awareness and favorability.
Based on this, Universal decided to add the sense of touch to its Jason Bourne trailer. The studio’s challenge? It needed to maintain the big-screen integrity of the trailer, while also creating a unique immersive experience for the small screen.
The studio hired a team of entertainment technologists from Silicon Valley based Immersion to create tactile effects that matched both the visual and audio content of the trailer. The team designed these tactile effects to both capture the nuances of the action and also maintain the content’s quality. Their goal was to enhance the trailer to create a more memorable impression of the content — not to distract from it.