Technicolor Group-owned VFX house The Mill will use AI technology to create what’s being billed as ‘the most realistic and authentic version of Elvis’ alongside Layered Reality’s newly expanded in-house creative team.
UK immersive entertainment company Layered Reality has signed a strategic partnership agreement with Technicolor Group’s The Mill for multiple projects, including the forthcoming “Elvis Evolution.” Led by Layered Reality’s newly expanded in-house studio team, the project will employ AI technology to create what is billed as “the most realistic and authentic version of Elvis.”
The expansion of Layered Reality Studios includes executive producer Oran Doyle (Harry Potter: A Forbidden Forest Experience, Stranger Things: The Experience), digital producer Catherine Hayward (Commonwealth Games); production manager Al Parkinson (Royal National Theatre, Cameron Mackintosh), technical director Ollie Jeffrey (Royal Albert Hall) and producer Sophie Scotchford (Eurovision 2023).
“The Mill has a history of being pioneers, innovators and world class artists. We’re thrilled to work with them, utilizing the latest in Artificial Intelligence to deliver more for our audiences. The integration of AI into The Mill’s arsenal of world class VFX tools, in the hands of their global network of award-winning artists, will help us deliver truly magical moments; the kind of moments that take your breath away,” said Simon Reveley, head of Layered Reality Studio.
“We are very excited about the potential for our partnership with Layered Reality and helping to put Elvis back in the building,” added Mark Benson, president of The Mill. “We are tasked with bringing Elvis back digitally by collecting and ingesting images and film archive clips to train AI models on Elvis’s face so we can recreate famous Elvis live performances. The Mill’s outstanding creative and tech talent will once again push the boundaries of what is possible, to deliver an extraordinary, authentic and thrilling theatrical event.”
Earlier this year Layered Reality announced it had secured the global licensing rights to create “Elvis Evolution” from Authentic Brands Group, the owners of the Elvis Presley estate. The immersive experience will bring the global musical icon back through the power of AI, augmented reality, live theatre and multi-sensory effects in a celebration of his life and legacy. Tickets go on sale later this year and “Elvis Evolution” is due to open in Spring 2025.
“Securing the best talent and partners is crucial for us to deliver outstanding immersive experiences,” Layered Reality founder and CEO Andrew McGuinness commented. “The Mill has an unrivaled pedigree in creating extraordinary digital effects spanning back to one of the earliest examples of icon replacement which won them a BAFTA for their work on Gladiator. They are at the forefront of utilizing new technologies for creative innovative entertainment and we are delighted to have secured their partnership. Their support, and our talented new in-house team, means we are confident of delivering a superlative immersive experience for Elvis fans everywhere.”
Layered Reality is the creator of London’s longest running and most highly rated immersive experiences, with Jeff Wayne’s “The War of the Worlds” celebrating its fifth year and being placed in the top 10% of attractions globally by TripAdvisor reviewers. The company also has a pipeline of global IPs which will be announced over the coming months.
Source: Layered Reality
