Collaboration
Unleashing the Power of IP to Reimagine Experiences
[Part 01] Unlocking Potential Through Powerful IP and Technologies
Jun 28, 2024
Sony is making significant advances to boost its intellectual property (IP) business, leveraging its diverse range of IP to drive innovation and reach new audiences. We spoke with Guy Wilday, VP, Interactive Technology, Sony Pictures Entertainment, to hear more about how immersion can enhance storytelling. This is part one of a two-part series.
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Guy Wilday
Sony Pictures Entertainment
The power of content IP
──Let's start with the basics. What kind of IP does Sony hold, and how does it contribute to the company's overall strategy?
Sony holds a wide array of IP across its various divisions. Sony Pictures Entertainment creates new IP for film and television while Sony Interactive Entertainment creates new IP for video games. Additionally, Sony Music works on generating new IP for music opportunities. Together, these IPs form an extensive portfolio that allows us to explore new avenues for growth and innovation.
Our mission at Sony is to empower creators through technology, which drives us to find new and exciting ways to utilize our IP.
──Why is IP utilization so important for Sony?
From a Sony Pictures perspective, we are interested in exploring transmedia opportunities. This involves using film and television IP in other areas such as gaming, virtual reality, and location-based entertainment (LBE). By broadening the reach of our IP, we can offer audiences new and immersive experiences that enhance their engagement with our content.
Innovation with IP and Technology
──How does Sony utilize technology to enhance its content IP?
By leveraging real-time technology, we can explore new use cases and push the boundaries of storytelling and content creation. For example, our recent project with director and filmmaker, Jason Reitman and Ghost Corps started as a proof-of-concept within Sony to explore the latest developments in real-time technology. Is it possible to create content in real-time that would traditionally have taken a long time to render offline? Would it be possible for us to produce film visual effects shots in real time? If so, could we use this technology in the creation of a short film.
──How about the demand side? Do you see the demand for this kind of content increase in the future?
The demand for real-time technology is increasing, driven by advancements in quality and the merging of gaming and film technologies. Sony is well-positioned to capitalize on this trend, given our expertise in both game and film. The crossover between game and film presents exciting new opportunities for us to explore.
Looking ahead, we see VR and AR as key technologies for consuming content. We have a strong history in virtual reality, with projects like PlayStation VR. Technologies like the Sony Spatial Reality Display are indicative of our commitment to pushing the boundaries of immersive experiences.
Ghostbusters TM & © 2023 Columbia Pictures Industries, Inc. All rights Reserved.
Inspiring Emotions Through the Power of Technology
──Tell us more about Sony's exhibition of interactive technologies at CES.
The Sony booth was divided into four different areas, each focusing on a specific use case. One area was dedicated to virtual production and its impact on creators, another to gaming and supporting gaming activities. There was also a section focused on sensors and mobility, and an area dedicated to IP utilization for new entertainment experiences, which I was involved in.
Our goal was to immerse visitors in emotional experiences. Using the Ghostbusters short film as the theme we gave visitors the opportunity to be surrounded by and immersed in the story, creating an emotional engagement that goes beyond passive viewing. By leveraging various Sony technologies, such as Haptic Floor Technologies, markerless motion capture, and mobile motion capture called mocopi, we aimed to evoke emotional responses and engage visitors in a deeper, more meaningful way.
Emotion has always been and will always be important. It is fundamental to who we are and how we connect with each other. Storytelling, in particular, is all about taking people on an emotional journey, creating connections, and evoking emotions.
It was great to see people's reactions when you build an experience like this. The moment the show opens and people line up to go through the experience is when you understand you have done something that really is exciting. It was great to see people really engage with the experience that we created. I would wait by the exit and watch everyone leave with a smile on their face, which was definitely very rewarding.
Ghostbusters TM & © 2023 Columbia Pictures Industries, Inc. All rights Reserved.
Future Outlook: Leveraging Collaboration and Innovation
──How do you see the potential for Sony's content IP business and how are the group companies collaborating to realize that potential?
At Sony, we are committed to pushing the boundaries of what is possible, and we believe that the fusion of technology and IP will continue to drive innovation in entertainment for years to come.
For example, one of these exciting areas of development is location-based entertainment (LBE), and Sony is uniquely positioned to excel in this space. We have all the necessary components – from content IP to interactive experiences and cutting-edge technologies such as display technologies, haptic technologies, and motion capture technologies. What sets Sony apart is our experience and expertise in each of these areas and combining all these elements to create new immersive location-based experiences.
Collaboration is absolutely essential. While having the technologies is important, the success of any project lies in how effectively these different groups can collaborate. The LBE Technology Showcase at CES2024 is a great example of this. We were only able to deliver this experience by collaborating with our colleagues from Pixomondo, Sony Europe, Sony R&D team. and Sony PCL. Moving forward, collaborating within the Sony Group and with our external partners will be crucial for our future success.
This article is the 1st part of a two-part series delving into Sony Group's content IP business. To learn more about the potential of content IP from Johan Hansson, Sony Europe B.V., and Ryo Yokoyama, Sony Corporation, check out part two of this blog series here.
