In less than a decade, the NewImages Festival’s Xr market has become a key international rendezvous, emerging as both the immersive industry’s largest single-purpose event and a foundation of NewImages’ identity. Programing and positioning went hand in hand at this year’s festival, which brought immersive works designed for cultural spaces to the wider public, while inviting curators and museum delegates to feel more welcome and at-home as industry delegates.
Many professional panels focused on inclusion, gaming out ways to integrate new media technologies onto august stages and old world artistic practices, with the Lincoln Center commissioned dance piece “Collective Body” cited as one illustrative example. Other talks picked the new participants’ brains about integrating immersive tech onto World Heritage Sites and developing methods to preserve Xr works for posterity.
Conceptually, museums offer a kind of permanence, with the promise to isolate and enshrine selected artifacts outside the normal passage of time.
Many professional panels focused on inclusion, gaming out ways to integrate new media technologies onto august stages and old world artistic practices, with the Lincoln Center commissioned dance piece “Collective Body” cited as one illustrative example. Other talks picked the new participants’ brains about integrating immersive tech onto World Heritage Sites and developing methods to preserve Xr works for posterity.
Conceptually, museums offer a kind of permanence, with the promise to isolate and enshrine selected artifacts outside the normal passage of time.
- 4/27/2024
- by Ben Croll
- Variety Film + TV
Running concurrent with the wider festival, NewImages’ mercantile section has become an event unto itself, hosting a global who’s who from the Xr scene while helping in no small part to reshape the field. As it stands to welcome nearly 250 participants – roughly half divided between market participants and heavyweight decision makers – this year’s fully in-person event should do little to reverse that trend.
“We’re very international,” says Xr market head Ellen Kuo. “With more than half of our participants coming from outside Europe, and with several coming from the U.K., Italy, Denmark, Germany, Switzerland and Poland, I call [our network] Paris beyond Paris.”
Driving this year’s robust turnout are the Xr Development Market for projects at earlier phases and the Xr Art Fair for those winding down a festival run and looking for distribution – though, as it accounts for 70% of NewImages’ market activity, the development expo is clearly the bigger draw.
“We’re very international,” says Xr market head Ellen Kuo. “With more than half of our participants coming from outside Europe, and with several coming from the U.K., Italy, Denmark, Germany, Switzerland and Poland, I call [our network] Paris beyond Paris.”
Driving this year’s robust turnout are the Xr Development Market for projects at earlier phases and the Xr Art Fair for those winding down a festival run and looking for distribution – though, as it accounts for 70% of NewImages’ market activity, the development expo is clearly the bigger draw.
- 4/5/2023
- by Ben Croll
- Variety Film + TV
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