{"id":20373,"date":"2022-03-16T10:04:19","date_gmt":"2022-03-16T10:04:19","guid":{"rendered":"https:\/\/vr-room.ch\/?p=20373"},"modified":"2022-03-08T08:41:02","modified_gmt":"2022-03-08T08:41:02","slug":"augmented-reality-kinowerbung","status":"publish","type":"post","link":"https:\/\/vr-room.ch\/fr\/2022\/03\/16\/augmented-reality-kinowerbung\/","title":{"rendered":"Publicit\u00e9 au cin\u00e9ma en r\u00e9alit\u00e9 augment\u00e9e"},"content":{"rendered":"
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La r\u00e9alit\u00e9 augment\u00e9e (RA) va-t-elle attirer davantage de spectateurs dans les salles de cin\u00e9ma ? En Allemagne, une exp\u00e9rience \u00e0 grande \u00e9chelle est en cours sur le march\u00e9 publicitaire.<\/h3>\n<\/div>\n<\/div>\n
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C'est au plus mauvais moment que Weischer.Cinema a lanc\u00e9 une tentative en collaboration avec le Cinedom de Cologne et le d\u00e9veloppeur de logiciels CinemaTaztic de Copenhague. Et pourtant, malgr\u00e9 la pand\u00e9mie, ils ont r\u00e9ussi : Apr\u00e8s une phase pilote d'un an et trois mois d'impl\u00e9mentation, le format publicitaire interactif est d\u00e9sormais disponible sur l'ensemble du territoire dans 21 cin\u00e9mas du groupe UCI. 188 salles sont connect\u00e9es et transforment l'\u00e9cran de cin\u00e9ma en jeu multijoueur avant m\u00eame que le film ne commence.<\/p>\n

Comment fonctionne le cin\u00e9ma AR<\/strong><\/h3>\n

Les spectateurs de cin\u00e9ma t\u00e9l\u00e9chargent l'application de CinemaTaztic appel\u00e9e REDyPLAY et s'inscrivent. Lors de l'avant-programme du film, un spot publicitaire appara\u00eet \u00e0 l'\u00e9cran et fait la promotion du jeu \u00e0 l'aide d'un code. Si les utilisateurs saisissent ce code dans leur application, un avatar d'eux-m\u00eames et leur nom d'utilisateur apparaissent \u00e0 l'\u00e9cran. Gr\u00e2ce \u00e0 des gestes ou \u00e0 des touches, les joueurs peuvent participer au jeu et gagner de petits prix, comme par exemple une portion de pop-corn gratuite. L'accent est mis sur les chasses au tr\u00e9sor et les petits jeux de plateforme.<\/p>\n

Pour l'utilisateur, l'application est facile \u00e0 utiliser et l'id\u00e9e de faire s'affronter dans une salle de cin\u00e9ma plusieurs joueurs qui ne se connaissent pas pourrait effectivement enrichir quelque peu l'exp\u00e9rience cin\u00e9matographique. Ce qui est passionnant, c'est que le d\u00e9roulement du jeu est \u00e9galement visible pour tous les autres spectateurs. Ainsi, le message publicitaire est \u00e9galement per\u00e7u par les spectateurs qui ne participent pas au jeu.<\/p>\n

Ce format a une dur\u00e9e plus longue qu'un spot normal. Par exemple, le Valley Game de Ben & Jerry's dure cinq bonnes minutes.<\/p>\n

\"Kino<\/p>\n

Ce que les marques offrent<\/h3>\n

Le fournisseur de boissons \u00e9nerg\u00e9tiques Battery mise sur une optique 2D facile \u00e0 mettre en \u0153uvre.<\/p>\n

Dans le jeu, Coke fait \u00e9clater des bulles de savon \u00e0 la mani\u00e8re classique de FruitSlice. Le th\u00e8me de la campagne est Coke Light, c'est pourquoi il faut attraper les bulles l\u00e9g\u00e8res avec des nuances de couleurs claires.<\/p>\n

HBO joue \u00e9galement \u00e0 un jeu classique, \u00e0 savoir un quiz. Dans Viking's Fight, des questions sont pos\u00e9es sur la s\u00e9rie et les utilisateurs choisissent des variantes de r\u00e9ponse sur leur smartphone.<\/p>\n

Le clone de PacMan est \u00e9galement facile \u00e0 adapter aux marques. Les gros points d'\u00e9nergie qui permettent au personnage d'\u00eatre bri\u00e8vement immunis\u00e9 contre les attaques de monstres sont bien s\u00fbr des bouchons de Coca-Cola.<\/p>\n

Lego part \u00e0 la chasse aux fant\u00f4mes dans une chasse au tr\u00e9sor interactive. Les s\u00e9quences de jeu plut\u00f4t profanes alternent avec des animations joliment con\u00e7ues. Entre-temps, le joueur doit scanner des \u00e9l\u00e9ments d'image de l'\u00e9cran pour collecter des points.<\/p>\n

Le potentiel<\/strong><\/h3>\n

Le reciblage des cin\u00e9mas est \u00e9galement tr\u00e8s int\u00e9ressant. Bien s\u00fbr, l'application lit les films qu'un utilisateur a vus, d\u00e8s que ce dernier joue le jeu. Le g\u00e9ociblage ne devrait pas poser de probl\u00e8me, pas plus que la r\u00e9f\u00e9rence \u00e0 des films ou \u00e0 des publicit\u00e9s qu'un utilisateur a d\u00e9j\u00e0 vus auparavant. La combinaison intelligente de la publicit\u00e9 ext\u00e9rieure et du smartphone permet ici de jeter un pont entre le m\u00e9dia de masse et la communication individuelle possible.<\/p>\n

Le syst\u00e8me de CinemaTaztic est d\u00e9j\u00e0 utilis\u00e9 en Europe du Nord depuis 2013 et peut. Chez CinematazTic, on est optimiste. Mikkel Hagedorn, CEO et cofondateur, d\u00e9clare<\/p>\n

\"Nous pensons que bient\u00f4t, davantage de cin\u00e9mas en Allemagne proposeront, en collaboration avec Weischer.Cinema, le nouveau format de jeu et de publicit\u00e9\".<\/p><\/blockquote>\n

Source : meedia<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"La r\u00e9alit\u00e9 augment\u00e9e (RA) va-t-elle attirer davantage de spectateurs dans les salles de cin\u00e9ma ? Un projet de grande envergure est en cours en Allemagne....","protected":false},"author":12,"featured_media":20374,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[67],"tags":[],"class_list":{"0":"post-20373","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-virtual-reality-gesellschaft","8":"cs-entry","9":"cs-video-wrap"},"yoast_head":"\nAugmented Reality Kinowerbung - Schweizer Virtual Reality News<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/vr-room.ch\/fr\/2022\/03\/16\/augmented-reality-kinowerbung\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Augmented Reality Kinowerbung - Schweizer Virtual Reality News\" \/>\n<meta property=\"og:description\" content=\"Wird Augmented Reality (AR) die Zuschauer vermehrt in die Kinos\u00e4le locken? 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