Technicolor Group's The Mill will first be
tasked to create the most realistic & authentic Elvis using AI
under Layered Reality Studio head Simon
Reveley
- The Mill was one of the earliest pioneers of VFX for icon
replacements, winning a BAFTA & Oscar for their work on the
movie 'Gladiator' and most recently winning 3 Cannes Gold Lions
with FCB NY and Michelob for the virtual Williams Formula 1 race
"Lap of Legends"
- Layered Reality also announce the expansion of their in-house
studio team with world class production talent from Harry Potter, Royal
Albert Hall, Eurovision, Royal National Theatre and
Commonwealth Games
LONDON, July 1, 2024 /PRNewswire/ -- Layered Reality, the
UK's leading immersive entertainment company, has penned a
strategic partnership agreement with Technicolor Group, famed for
its global network of BAFTA and Academy Award-winning visual
effects studios. The partnership will be executed via Technicolor's
advertising and experience studio, The Mill, which is headquartered
in London and has offices in
Paris, New York, LA, Seoul, Shanghai and Bangalore.
The agreement will see The Mill partner on multiple projects
with Layered Reality, including using AI technology to create the
most realistic and authentic version of Elvis, led by Layered
Reality's newly expanded in-house studio team. Layered Reality
Studios has recently welcomed world-class talent to bring back the
King of Rock 'n' Roll, including Executive Producer Oran Doyle
(Harry Potter: A Forbidden Forest
Experience, Stranger Things: The Experience); Digital Producer
Catherine Hayward (Commonwealth Games); Production Manager
Al Parkinson (Royal National
Theatre, Cameron Mackintosh);
Technical Director Ollie Jeffrey
(Royal Albert Hall) and Producer
Sophie Scotchford (Eurovision 2023).
Simon Reveley, Head of Layered
Reality Studio says "The Mill has a history of being pioneers,
innovators and world class artists. We're thrilled to work with
them, utilising the latest in Artificial Intelligence to deliver
more for our audiences. The integration of AI into The Mill's
arsenal of world class VFX tools, in the hands of their global
network of award-winning artists, will help us deliver truly
magical moments; the kind of moments that take your breath
away."
Mark Benson, President, The
Mill says "We are very excited about the potential for our
partnership with Layered Reality and helping to put Elvis back in
the building. We are tasked with bringing Elvis back digitally by
collecting and ingesting images and film archive clips to train AI
models on Elvis's face so we can recreate famous Elvis live
performances. The Mill's outstanding creative and tech talent will
once again push the boundaries of what is possible, to deliver an
extraordinary, authentic and thrilling theatrical event."
In January this year Layered Reality announced they had secured
the global licensing rights to create 'Elvis Evolution' from the
owners of Elvis' estate Authentic Brands Group. The immersive
experience will bring the global musical icon back through the
power of AI, augmented reality, live theatre and multi-sensory
effects in a celebration of his life and legacy. Tickets go on sale
later this year and 'Elvis Evolution' is due to open in Spring
2025.
Andrew McGuinness, Founder and
CEO of Layered Reality comments
"Securing the best talent and partners is crucial for us to
deliver outstanding immersive experiences. The Mill has an
unrivaled pedigree in creating extraordinary digital effects
spanning back to one of the earliest examples of icon replacement
which won them a BAFTA for their work on Gladiator. They are at the
forefront of utilising new technologies for creative innovative
entertainment and we are delighted to have secured their
partnership. Their support, and our talented new in-house team,
means we are confident of delivering a superlative immersive
experience for Elvis fans everywhere."
Layered Reality is the creator of London's longest running and most highly rated
immersive experiences, with Jeff
Wayne's The War of the Worlds celebrating its fifth year and
being placed in the top 10% of attractions globally by TripAdvisor
reviewers. They also have a pipeline of global IP's which will be
announced over the coming months.
NOTES TO EDITORS
Layered Reality
Layered Reality's multi-award-winning experience Jeff Wayne's The War of the Worlds: The
Immersive Experience, has over 10,000 five-star customer reviews,
and has won Tripadvisor's Travellers choice, ranking top 10% of all
attractions globally. In addition, it is London's no. 1 immersive night out and top
rated 5/5 on Tripadvisor. Other experiences by Layered Reality
include the highly successful The Gunpowder
Plot https://gunpowderimmersive.com, currently running in
London, and ELVIS EVOLUTION
https://elvis.layeredreality.com/, a new immersive experience
celebrating the world's biggest star of stage and screen, launching
in 2025. For more information about Layered Reality,
visit https://www.layeredreality.com/
Layered Reality (www.layeredreality.com), the UK's leading
immersive experience specialist, has secured the global rights to
celebrate Elvis Presley in a digital
form. The rights provide Layered Reality with global exclusivity
for the creation of immersive experiences based upon Presley's life
story and music. *The global rights were secured from Authentic
Brands Group (Authentic) (https://corporate.authentic.com/) who
obtained ownership of the rights to ELVIS™' estate in November 2013.
About The Mill
We create and deliver world-class content & visual
experiences. We do this by leveraging creative technology to
deliver famous, trail blazing work, across any screen, app,
theatrical, art, ride, event, fashion, sport, and immersive
experience with an unwavering commitment to creative excellence in
all that we do, across every stage of the process. Our content
creators and experience makers, directors, artists, animators,
technologists and producers partner our clients to bring their
vision to life and delight consumers world-wide.
About the Technicolor Group
Technicolor Group is a
creative technology company providing world-class production
expertise driven by one purpose: The realization of ambitious
and extraordinary ideas. Home to a network of award-winning
studios, MPC, The Mill, Mikros Animation and Technicolor
Games, we inspire creative companies across the world to
produce their most iconic work. Our global teams of artists and
technologists partner with the creative community across film,
television, animation, gaming, brand experience and
advertising to bring the universal art of storytelling to
audiences everywhere.
About Elvis
Presley
Elvis Presley
is one of the most influential pop culture figures of the 20th
century. Often referred to as the "King of Rock 'n' Roll," Elvis'
commanding voice and charismatic stage presence unleashed a musical
and cultural revolution that changed the world. Over the course of
his extraordinary career, Elvis was nominated for 14 Grammy Awards
(3 wins), sold over 1 billion records worldwide, received the
Grammy Lifetime Achievement Award, and was named "One of the Ten
Outstanding Young Men of the Nation" by the United States Jaycees,
as well as the 2018 recipient of the Presidential Medal of Freedom.
In addition to his musical accolades, Elvis starred in 33 films and
made numerous television appearances. More than 60 years after his
global debut, Elvis' legacy is stronger than ever. His life and
music have inspired countless hit musicals, movies and TV series',
fiction and non-fiction books, musical covers, and commercial
endorsements, as well as a robust merchandise program spanning
collectibles and fashion collaborations. An enduring symbol of "The
King of Rock 'n' Roll's" stardom, Graceland, Elvis' Memphis home, is the second most-visited home
in the United States after the
White House, drawing over 600,000 visitors annually and tens of
thousands of fans for its Elvis Week celebration. With more than 17
million fans across social media and a growing multimedia presence,
the "King of Rock 'n' Roll" continues to inspire today's most
influential musicians, designers, entertainers, and social
influencers and captivate audiences around the world.
About Authentic Brands Group
Authentic Brands Group
(Authentic) is a global brand development, marketing and
entertainment platform, which owns a portfolio of more than 50
iconic and world-renowned Lifestyle, Entertainment and Media
brands. Headquartered in New York
City, with offices around the world, Authentic connects
strong brands with best-in-class partners and a global network of
operators, distributors and retailers to build long-term value in
the marketplace. Its brands generate more than $29 billion in global annual retail sales and
have an expansive retail footprint in 150 countries, including
13,100-plus freestanding stores and shop-in-shops and 370,000
points of sale. Authentic is committed to transforming brands by
delivering powerful storytelling, compelling content, innovative
business models and immersive experiences. It creates and activates
original marketing strategies to drive the success of its brands
across all consumer touchpoints, platforms and emerging media.
Authentic's brand portfolio includes Marilyn Monroe®, ELVIS™
Presley®, Muhammad
Ali®, Shaquille
O'Neal®, David
Beckham®, Dr. J®, Greg Norman®, Neil Lane®, Thalia®,
Sports Illustrated®, Reebok®, Brooks
Brothers®, Barneys New York®, Judith Leiber®, Ted Baker®, Hunter®,
Vince®, Hervé Léger®, Hickey
Freeman®, Frye®, Nautica®, Juicy
Couture®, Vince
Camuto®, Lucky Brand®,
Aéropostale®, Forever 21®, Nine
West®, Rockport®, Eddie Bauer®,
Boardriders®, Quiksilver®,
Billabong®, Roxy®, DC Shoes®,
RVCA®, Element®, VonZipper®,
Honolua®, Spyder®, Volcom®,
Shark®, Tretorn®, Prince®,
Airwalk®, Izod®, Jones New York®,
Van Heusen®, Hart
Schaffner Marx®, Arrow® and
Thomasville®.
For more information, visit corporate.authentic.com.
Follow Authentic on LinkedIn, Instagram and X.
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SOURCE The Mill