From January 25 to 26, 2024, the 15th anniversary International Festival of Promotion and Advertising Technologies, ProMediaTech, was held at Crocus Expo — the leading exhibition event for professionals in the EXPO, EVENT, and PROMO industries, as well as the MICE, e-commerce, and digital marketing sectors.
Modern technologies are constantly evolving and permeating every aspect of our lives. Cinematography is one of those fields where new achievements allow audiences to immerse themselves in a fascinating world of fantasy and adventure. Immersive multimedia 5D cinemas and presentations represent a new stage in the development of cinematography, adding even more realism and emotional depth to the viewing experience.
Surprisingly, despite the wealth and advancement of multimedia technologies, a special place among presentation solutions is still occupied by the traditional architectural model. Of course, technology has changed it a lot. Windows light up in houses, streetlights shine on avenues, trains move, and wind turbines spin, but the question of obtaining additional information about a particular object remains open. This is where multimedia technologies, led by augmented reality, come to the rescue.
We arrived at VDNH bleary-eyed, weary tourists weighed down by the melancholy of a train journey, just in time for the opening. As it happened, all the hotels closest to the exhibition center were packed to capacity, which meant there was practically no chance of early check-in. So, drowsy and unaccustomed to the snow and the vast distances between Moscow neighborhoods, we set off for VDNH not out of an irresistible desire to see what was there, but simply because there was nowhere else to go.
The simplest way to create intelligence has been known to humans since their very appearance. We are wired to produce it, constantly giving birth to new intelligences — our children. But that’s just how humans are — it’s never enough. Children are wonderful, but they grow up rather quickly and become autonomous; parental instructions and guidance stop being their unquestioned rules and way of life.
Multimedia presentations and video production have become an integral part of the educational process at all levels of learning. They allow students and teachers to create interactive and visual materials that promote effective learning and knowledge retention.
Exhibitions are an important event in the business world, and for companies participating in them, it is crucial to attract visitors' attention and create a memorable experience. In this context, interactive presentations become an integral part of exhibition content, allowing information to be presented more effectively and attractively.
Ta-daaam! The time has come! Your company, service, or—let’s not be afraid to say it—Brand is ready to step into the spotlight of a wide audience. And here always arises the question: should you ignore Henry Ford’s famous phrase and try to save money? Now imagine a huge hall filled with representatives of your target audience, potential partners from all over the world, of all ages and races. You have to step forward and announce yourself to this audience. But do it in such a way that you are remembered, and they buy, invest, or at least form a positive opinion about you and your product.
One can debate endlessly about the pros and cons of various gadgets and interactive multimedia devices, but the fact remains: in today’s world, you simply cannot do without them. The future is already here, and all we can do is adapt to the digital age by making the most of its possibilities. That is why multimedia interactive devices and installations are increasingly being used across a wide range of fields every day.
It is interesting to wonder how many people of the younger generation are familiar with the phrase “Study, study, and study.” It is doubtful that today's youth know who uttered this unbearable wisdom. So, let us lift the veil of this seemingly pointless mystery. Dear young people, this aphorism belongs to Vladimir Ilyich Lenin. Usually, it ended with the clarification — “as the great Lenin bequeathed.”
The most viewed (but not the most interesting) video in the entire history of video hosting is the clip featuring the song Baby Shark by the South Korean company Pinkfong. It has garnered more than 10 billion views. TEN BILLION!!! There are only about 8 billion people on Earth. Which means that every single person living on our planet has watched this video at least once.
To make it clearer what distinguishes cinematic shooting, let’s compare a few video scenes that everyone can easily picture. Take, for example, the scene of Tony Stark giving a public speech on stage (remember the famous meme?) and the typical movie portrayal of an American president addressing the press. In the first case, it’s something dazzling. Right away you notice the play of light — spotlights and directed beams, flares, backlighting — in short, everything that turns the inventor Tony Stark into a superstar and his public speech into a spectacular show.
No matter how bright the minds, how grand the ideas, or how skilled the hands, true miracles begin when modern technical means are added to all of the above. Our professional eagerness for the latest filming equipment and relentless desire to create truly outstanding video content prompted us to make a new acquisition! Now our equipment fleet includes a new tool — the DJI Ronin 4D.
How often do we go to museums? What comes to mind when we hear the word “museum”?
Something fundamental, scientific? Interesting and educational? A modern building of glass and concrete? Dusty and boring halls? Golden and blue lace-like corridors of the Hermitage? The eternally dozing attendants in warm shawls by the doors of the exhibition rooms? Bright and impressive exhibits? A solitary visitor sitting on a bench before a masterpiece of world painting?
To understand how good sound affects a viewer’s experience of a film, try eating a strawberry while pinching your nose. Without its alluring aroma, the berry seems far less tasty. So it is with sound in cinema — a misty, wild, howling blizzard turns into a dull meteorological phenomenon. A bright sunny day in a thawing spring forest becomes an unremarkable landscape on a flip calendar page. One could go on with examples endlessly, but the point is the same — without sound, any picture is just a picture, unable to convey the emotions, sensations, and thoughts it might otherwise awaken even in a casual viewer.
It’s safe to say that anyone commissioning a video project experiences stress comparable to buying real estate. The bigger and more ambitious the project, the scarier it feels: there’s responsibility, and agonizing choices to make. And it doesn’t matter what exactly the client needs — a short commercial, a presentation film, or a corporate training video — everyone always hopes the final product will be exceptional: creative, striking, stylish, and functional.
How easy it used to be to amaze people. A piece of clay petrified in fire would provoke wonder. A train “come to life” on a screen inspired delight. A flight into space gave a feeling of omnipotence. Today’s inhabitants of our planet are not so easily impressed. This “happiness inflation” has led to a demanding and impatient attitude toward everything around us. The insatiable thirst for ever-new devices and gadgets is commonly attributed to laziness and lack of time. In the name of saving precious minutes, so many devices and mechanisms are being created that the world around us is becoming ever more self-sufficient: robots drive vehicles, cook meals, entertain our children, do the laundry, clean, repair things, and even remember for us.
“We urgently need a commercial; it airs the day after tomorrow, let’s just shoot it quickly.” NO! NO! AND NO! — any reasonable production studio specialist will tell you this. A quality commercial, even if it’s only 25 seconds long, is not something you create “in a hurry.” Producing commercials is a complex process with its own structure and algorithms, developed through decades of work by hundreds of thousands of professionals. So, what exactly makes up the budget of a commercial, who is involved in its production, and “who are all these strange people in your production studio?” — we will try to explain in this article.
"Simply, spoons do not exist..."
The Matrix
Virtual museums are a completely universal, fascinating, highly informative, and simply awesome tool with an inexhaustible range of uses.
First, let’s understand what virtual museums are, and then we will explain why they captivate us so much.
Filming is a complex and painstaking process, where every little detail can play a decisive role and affect the final result. One of the most capricious and unpredictable factors directly influencing the production process is natural phenomena.