Technicolor Group Prepares for a New Century of Innovation with Experiential Entertainment Expansion
Paris, July 30, 2024 – As Technicolor Group prepares to celebrate its 110th anniversary next year, we are excited to announce the strategic expansion into the realm of Experiential Entertainment, spearheaded by The Mill, our renowned advertising and experience studio. This move reinforces our legacy of innovation and sets the stage for a new century of pioneering immersive storytelling.
Building Anticipation for 110 Years of Technicolor
Technicolor Group’s history is marked by groundbreaking advancements in film, television, and visual effects. As we gear up for our 110th year, we are committed to shaping the future with ongoing innovations in experiential entertainment. This sector, which extends beyond traditional media to include theme parks, museums, retail, marketing, travel, sports, and destination, is rapidly growing. We are leveraging our unmatched expertise in storytelling, real-time, AI, and creative technology to meet this demand and transform how stories are told.
“Our upcoming 110th anniversary is not just a milestone, but a launchpad for the future of storytelling,” said Caroline Parot, CEO of Technicolor Group. “We are dedicated to pioneering new frontiers in experiential entertainment, ensuring that our legacy of innovation continues to inspire and captivate audiences worldwide. Our recent partnership with Layered Reality exemplifies this commitment, as we digitally revive Elvis by collecting and processing images and film archive clips to train AI models on his face, enabling us to recreate his iconic live performances. The Mill’s exceptional creative and technical talent will once again push the boundaries of what is possible, delivering an extraordinary, authentic, and thrilling theatrical event.”
Unveiling a New Era of Storytelling
The Mill has a solid track record of delivering visionary and memorable consumer experiences. From immersive experiences for Corona and AT&T to 3D billboards for Samsung, Jeep, Amazon, and HBO’s “House of Dragon,” and over 20 projects for the MSG Sphere in Las Vegas, including Marco Brambilla’s epic vision for the U2 opening concert.
The Mill continues to push creative boundaries. Our work reshapes museums, orchestrates live events like the Balenciaga Fashion Runway, and organises virtual concerts with Riot Games, setting new standards in experiential entertainment.
New Frontier – Recent Developments
To further bolster our expansion, Sanjay Das – our Los Angeles based Strategic Executive Partner has been making significant strides since his appointment in May. With extensive experience in business leadership and global media production at companies such as DreamWorks Animation and Tippett Studio, Sanjay has been driving innovation within Technicolor Group and facilitating our planned growth. His leadership and expertise are focused on enhancing our capabilities across the film, advertising, animation, and games divisions, solidifying Technicolor Group’s leadership in immersive storytelling.
“Technicolor Group’s diverse brands are ideally suited to capitalise on the burgeoning demand for immersive experiences. I am thrilled to partner with the Technicolor Group and The Mill as we witness and drive the convergence of media culture fuelled by techno-creative innovations and the widespread distribution of content across regions, platforms, and mediums in the Experiential Entertainment space. Together, we are in an enviable position to shape the arc of experiential entertainment history working with our clients, partners, and collaborators.” said Sanjay Das.
Mark Benson, President of The Mill, Comments: “Technicolor Group is committed to innovation in immersive storytelling across all touchpoints. Our expansion, alongside Sanjay Das’s impactful contributions, underscores this strategic development. Sanjay has been collaborating closely with The Mill’s Head of Business Development, Annabelle Penloup, to explore new business opportunities in this exciting market. This move aligns with The Mill’s vision to reshape the entertainment landscape and significantly expand our legacy of innovation.”
Annabelle Penloup, Head of Business Development adds: “We have arrived at the anticipated moment, where the convergence of media is exemplified by the growth of experiential entertainment. The Technicolor group has long been involved in the immersive sector but had not previously organised itself to fully capitalise on these opportunities. Leveraging The Mill’s remarkable accomplishments and talent in the immersive sector, we’ve made significant strides. We ready to respond to the world’s invitation and set new industry standards.”
Celebrating 110 Years of Innovation
Technicolor Group’s journey began in 1915, and our commitment to excellence remains unwavering. Today, we provide world-class production expertise through our award-winning studios, MPC, The Mill, Mikros Animation, and Technicolor Games. 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.
Looking Forward
As we prepare to celebrate our 110th anniversary next year, we are not just reflecting on our storied past but also looking ahead to a future where we continue to innovate and inspire. Our vision for the next century is to shift the market perception from visual effects to visual experiences, embracing augmented, virtual, and mixed reality technologies. We are investing in cutting-edge technology like 3D mapping projections, ambient interactivity, and artificial intelligence to create unforgettable experiences that engage and captivate audiences worldwide.
Key Highlights and Unique Angles
110 Years of Technicolor: A Century of Innovation and Excellence
Since its inception in 1915, Technicolor Group has been at the forefront of technological advancements in the film and entertainment industry. From introducing colour to cinema with classics like “The Wizard of Oz” and “Gone with the Wind,” to pioneering visual effects in blockbuster hits like “The Lion King” and “1917,” Technicolor has continually set the standard for excellence. Our journey through the decades has been marked by relentless innovation, pushing the boundaries of what’s possible and creating iconic moments that have shaped the industry.
Immersive Storytelling Leadership: Pioneering the Next Era
As we embark on celebrating our 110th anniversary, Technicolor Group is leading the charge into the future of immersive storytelling. Through our subsidiary, The Mill, we are redefining audience experiences with groundbreaking projects that blend the physical and digital worlds. From augmented reality (AR) and virtual reality (VR) to interactive installations and multi-sensory experiences, we are creating new dimensions of storytelling that engage audiences in unprecedented ways. Our commitment to immersive technologies ensures that we remain at the cutting edge of entertainment.
High-Profile Projects: Setting Industry Standards
Technicolor Group’s portfolio boasts recent high-profile projects that underscore our impact and leadership in the industry. Our work on immersive experiences for the likes of Corona and AT&T, brand activations and installations for Netflix, Michelob ULTRA along with 3D billboards for Samsung, Jeep, Amazon, and HBO’s “House of Dragon,” showcases our ability to bring visionary ideas to life. Notably, our contributions to the MSG Sphere in Las Vegas, including Marco Brambilla’s vision for the U2 opening concert, highlight our expertise in creating large-scale, immersive spectacles. These projects not only captivate audiences but also set new benchmarks for innovation and creativity.
Innovative Technologies: Shaping the Future of Entertainment
At the heart of Technicolor Group’s success is our investment in cutting-edge technologies. We are pioneering advancements in real-time production, AI-driven creativity, and spatial computing to enhance our storytelling capabilities. Our focus on 3D mapping projections, ambient interactivity, and AI is transforming how stories are told, making them more engaging and interactive. By integrating these technologies into our projects, we are shaping the future of entertainment, ensuring that our clients and audiences experience the highest quality of visual storytelling.
Global Reach and Diversity: A Tapestry of Cultures and Talent
Technicolor Group’s global presence spans multiple continents, with offices in Los Angeles, Paris, London, New York, Toronto, Montreal, Chicago, Shanghai, Mumbai, Bangalore, Seoul, and Adelaide. This extensive reach allows us to tap into a rich tapestry of cultures and talents, fostering creativity and innovation. Our diverse teams of artists, technologists, and storytellers bring unique perspectives to every project, ensuring that our work resonates with audiences worldwide. This cultural diversity is a cornerstone of our success, enabling us to create universally appealing content that crosses borders and connects with people from all walks of life.
About the Technicolor Group
Technicolor Group is a creative technology company providing world-class production expertise driven by one purpose: The realisation 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.
For further information, please contact:
Sara Davies
Senior Director, Global Marketing & Communications
Email: sara.davies@technicolor.com
