This is where it is going folks: Augmented reality.

As usual in the film-making world, the innovations are being led by the gaming industry. What it is doing to the film-making industry is very disruptive.

Here’s why:

Filmmakers of old made a movie for hundreds in a cinema. The new augmented reality is designed for an individual experience. Which means the cinema distribution model is well and truly challenged.

In the cases the video below demonstrates, it’s for an individual. The difference being that the images and ‘story’ the individual sees at a bus shelter are often experiential with no ‘story’ and they often are tagged into a preconceived ‘story’ like ‘the monster’ or ‘the angel’.

The challenge here is to make more of a story line. Perhaps with a series of screens around the city, or on a bus route, or a series of cities.


Fascinating. This has been brought to my attention by Raindance Postgraduate Film Degree student Phil Smy. Thanks Phil!

Please watch this video below. You’ll either get it. Or not. And if you get it, you won’t be able to sleep for a fortnight you’ll be so excited.

What are your ideas?


Photo Credit Jay Brooks / BIFA 2015

Elliot Grove is the founder of Raindance Film Festival and the British Independent Film Awards. He has produced over 700 hundred short films and also five feature films, including the multi-award-winning The Living and the Dead in 2006, Deadly Virtues in 2013 and AMBER in 2017. He teaches screenwriting and producing in the UK, Europe, Asia and America.

Raindance trailer 2017

Elliot has written three books which have become industry standards: Raindance Writers’ Lab: Write + Sell the Hot Screenplay, now in its second edition, Raindance Producers’ Lab: Lo-To-No Budget Filmmaking and Beginning Filmmaking: 100 Easy Steps from Script to Screen (Professional Media Practice).

In 2009 he was awarded a PhD for services to film education.

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