Bertrand Riviere from MUSION Canada explains how India is ready for Holographic Technology – An Interview
Q What inspired the inception of Musion?
Musion was created based on one technology named “pepper ghost”. At the beginning Musion was created by someone in the north of Europe. This person had imagined that it could be doable to create something only with projection and tricky things in order to give a 3D holographic sensation. Doctor Pepper used to use this method to create FX in theater pieces. With all the materials and solution we have in our modern world, this trick part is reused to create better effect and better render, in order to produce the best hologram we could have today.
Q What are the products you offer your clients?
We offer a range of technical solutions in our company. As a reminder, each solution proposed by MUSION CANADA must take into account three elements necessary for their realization:
– The technical solution
– The content of the hologram
– The environment to be controlled
The chosen solution will always be according to what the customer wants, and this choice will always be accompanied by advices or prerogatives as to the implementation of this one. In addition, Musion Canada will always provide an experienced view of the choice of solution based on client parameters.
Q Which products would be most relevant to retail venues?
As you will see, there are a lot of technical solutions. To create a hologram, you will need three things:
– A technical solution chosen by the client based on our suggestion
– A scenario, which is the soul of the hologram
– A controlled environment
For a retail venue, there are solution we can provide, and it works like a plug and play device. But to be sure that it works, it is necessary to work on photos and plan in order to give the best advice to come up with a technical solution. As a plug and play device, we could propose Freefloating solutions (different sizes), or autostereoscopic solutions. But with more information about each venue, more focus would be put on the environment and the scenario, based on which products would be chosen. This is completely situational.
Q How was it working in India for the Modi campaign?
For the Modi campaign, there was a lot of information needed to execute the plan flawlessly:
– Environment for each location
– Screen control from each signal for different locations, to Mr. Modi’s place.
– One Eyeliner system at each location, and a specific setup at Mr. Modi’s place
– Codecs to transmit all videos and pictures signals
– Video projectors
– And more over everything, a specific web connection between Modi’s place and the 26 other places.
Q Do you see holographic entertainment flourishing in India as widely as in the west? why/why not?
I sincerely feel it could be larger and bigger in India than in other countries. India is flourishing in video, cinema, IT, engineering, science and so forth. Western countries like FX and have experienced this technology, but I think that the public in India should be more sensitive to this technology due to India’s society and culture. That’s the reason why we have been targeting India for about two years now. We feel that it could be a really good opportunity to democratize this technology here. Moreover, India is a powerful country, with a number of people, and a rising graph when it comes to education. With higher standards of living, thanks to better income, this is a great market for us to explore.
Q How does it assist in engaging customers in retail stores?
Most of the time, holographic displays in stores are there to attract people in, using the curiosity tactic. Inside the store, it’s easier for the staff to take care of the potential client and persuade them to make a purchase. But an holographic display is only a tool, it doesn’t guarantee a sale. It has to be used in a 360° marketing plan. By itself, using only a holographic display in hopes that it will increase ROI is a common fallacy. The display has to be used like a cherish on a cake.
Q Are marketing campaigns which involve holographic technology more effective than regular ones? Elaborate.
As I mentioned earlier, holographic technology is a tool that clients must use integrated in their marketing strategies. So we can say that it’s more efficient if it’s not used alone. I have a client who had used a holographic display for his store. It created quite a buzz on the web, which was great. But incomes and traffic wasn’t there because they didn’t think of ceating a 360° marketing campaign. Using a holographic display for a brand, a shop or a firm has always to be thought with a strategy, because it is an expensive affair, but also stands out. That’s why we are always advising our customers on their strategy.