The Los Angeles Theatre was the last and most extravagant of the ornate theaters built on Broadway in downtown Los Angeles between 1911 and 1931. Designed by architect S. Charles Lee with a French Baroque-inspired décor, its majestic six-story main lobby and 2,200-seat auditorium of carved plaster ornamentation, mirrors, and cove-lit murals recall the glamorous days of 1930s Hollywood.
It turned out to be an ideal venue to showcase the latest in bleeding-edge technology and experiential design. To do so, the team at VTProDesign worked with Mr. Munkowitz (aka GMUNK) to craft a 4 minute immersive experience to promote the new Oculus Quest headset to an unsuspecting audience at the beginning of a Cinespia Movie Screening.
Our collaborators at AKQA San Francisco presented us with the challenge of creating a fully immersive VR experience without the headset –– essentially applying technologies that would ignite every sense –– and as a result produce a profound impact by going beyond what the captive audience thought was possible in a real-world space.
Akiko lead the creative team of VTProDesign to create animation template and assisted content creators such as Industrial Light & Magic and Possible Productions. The imagery was projection mapped complex architectural details seamlessly creating immersive environment of Star Wars and more. Furthermore, she created 3D animation system for lasers to trace the interior details along the projections.
Credits:
Experience Design
Directors: Michael Fullman, Bradley G Munkowitz
Executive Producer: Matt Mojo
Creative Producer: Cory FitzGerald
Technical Director: Hayk Khanjian
Production Design: VTProDesign
Technical Production: VTProDesign
Content Creation: Possible Productions
Content Creation: Industrial Light & Magic
Sound Design: Keith Ruggiero, Skywalker Sound, Canopy LA
Live-Action
Director: GMUNK
Executive Producer: Lars Ruch
Producer: Arthur Micah Ross II
Production Manager: Kristen Brancaccio
1st AD: Derek Jaeschke
DoP: Jason Hargreaves
1st AC: Ryan O’Hara
1st AC B-Cam: Yev Zhuk
Steadicam: Grant Adams
Jib Operator: Charles Chan
DIT: Jack Schaefer
VTR: Per Ignacio
BTS: Hitchhiker
Gaffer: Skott Khu
BB Electric: Amber Jones
Key Grip: Chris Rauch
BB Grip: Bill Bridges
Grip: Shaun Rivera
Wardrobe: Jess Colman
Script Supervisor: Talia Brahms
November 2019