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Arts & Communication Cinematic experience and emerging technologies of cinema

watching and the increasing demand for long-form, content platforms, such as YouTube and TikTok, have
serialized content that can be consumed over multiple already changed the way movies are made and shared,
episodes or seasons is a trend that will continue to shape providing a platform for creators to share their work with
[48]
[38]
the cinematic landscape . a global audience .
The pandemic and the emergence of Disney+ have Therefore, the rise of social virtual content is another
accelerated these trends, moving the conversation from significant trend in the literature regarding the impact
the future tense to the present. For instance, the Marvel of emerging technologies on cinema . The increasing
[49]
Cinematic Universe and Star Wars properties are navigating popularity of extended reality (XR) technologies in social
the space between episodic and theatrical releases, with media will lead to a shift in the way movies are watched
Disney+ serving as the platform for both serialized content and experienced. The rise of virtual movie theaters,
and exclusive film premieres . As such, the increasing where audiences can watch movies together in a virtual
[39]
availability of movies on multiple platforms, such as online environment, will create a more social and interactive
streaming services, DVD, and cable TV, is leading to a shift experience for viewers, changing the way movies are
in the way movies are marketed and released. The rise of consumed . In all, emerging technologies have the
[50]
multiplatform distribution is transforming the way movies potential to reshape the cinematic landscape, providing
[40]
are marketed and released . One notable trend in this new opportunities for filmmakers and audiences alike to
context is the move toward day-and-date releases, where engage with the art form in innovative and transformative
movies are released in theaters and on home video platforms ways.
on the same day. This approach allows for more flexible and
immediate access for audiences and is changing the way 2.2. The rise and fall of three-dimensional (3D) films
movies are marketed and distributed. As a result of these The popularity of 3D movies in the early 2000s was driven
trends, the traditional movie theater experience is being by the desire to provide moviegoers with more immersive
challenged by the convenience and accessibility of home and engaging experiences. Filmmakers and theater
entertainment options . The industry is now tasked with designers collaborated to create advanced technologies
[41]
finding ways to maintain the unique, immersive qualities that enabled 3D content to be displayed on screens in a
of the cinema experience while adapting to the evolving visually impressive and captivating way . However, 3D
[51]
landscape of content consumption. In this context, the films experienced a decline in popularity following their
integration of emerging technologies, such as virtual and initial success, due to considerations of cost, comfort,
AR, may offer opportunities to enhance the cinematic and overuse, as well as the potential for 3D films to make
experience and maintain its relevance in an increasingly a comeback in the future. The cost of producing and
digital world . distributing 3D films has been identified as a significant
[42]
[52]
Furthermore, the impact of emerging technologies on factor in their decline in popularity . The emergence of
cinema has been the subject of much scholarly inquiry, 3D cinema and its impact on film exhibitions demonstrated
with several arguments and assertions posited regarding that the technology requires specialized equipment and
the implications of these technologies. One of the key technologies to display content in theaters, which adds to
arguments in the literature is that emerging technologies the overall cost of film production and distribution. For
will result in a new form of cinema [43-45] . These technologies instance, in 2009, The Hollywood Reporter reported that
will allow for new storytelling techniques, including it cost $15,000 per screen to convert a traditional cinema
interactive experiences and personalized narratives. The into a 3D cinema. As a result, smaller films that could not
successes of interactive experiences, such as Netflix’s Black afford the additional costs associated with 3D production
Mirror: Bandersnatch (2018) and Minecraft: Story Mode and distribution were at a disadvantage in the marketplace.
(2018), demonstrate the potential for the creation of new Comfort is another issue that has been cited as contributing
[53]
forms of cinema that can leverage emerging technologies to the decline of 3D films . Studies have shown that 3D
to create more immersive and engaging experiences glasses can be uncomfortable to wear for extended periods
for viewers . Another argument is that emerging and that the 3D effects themselves may cause discomfort
[46]
[54]
technologies will lead to a democratization of movie or motion sickness for some viewers . As a result, some
production and distribution. The widespread availability moviegoers may have avoided 3D movies in favor of more
[55]
and affordability of new technologies will empower traditional cinema experiences .
more people to create and distribute their own movies, Overuse of 3D effects has also been identified as a
allowing for greater diversity in the types of content that factor in the decline of 3D films. The novelty of 3D effects
are produced and available to audiences . User-generated may have worn off with audiences due to overuse in some
[47]

Volume 1 Issue 2 (2023) 4 https://doi.org/10.36922/ac.0683