Disney Eyes Digital Tech To Enhance Storytelling

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CEO, Bob Chapek, has laid out plans to enhance Disney’s storytelling for the numerous entertainment departments under its umbrella.

Chapek’s plan involves sourcing and utilizing data that has been acquired through consumers’ theme park experiences and streaming tendencies. The data would effectively be used to acutely personalize metaverse-type entertainment experiences. The company’s tentpole franchises such as Marvel and Star Wars will be included in this.

Talking to Reuters at the D23 Expo fan convention, Chapek said, “Disney is absolutely a lifestyle. The question is, how is our next-gen storytelling leveraging what we know about a guest uniquely in this Disney lifestyle, then serving up unique experiences.”

With a vision to deliver further experiences and content to people that rarely – if ever – go to the theme parks and the tangible elements that the company has to offer, Disney hired media and tech executive, Mike White, to helm the new Next Generation Storytelling and Consumer Experiences unit.

The rush to figure out how to enhance the concept of the metaverse has similarities to the space race with Meta CEO Mark Zuckerberg famously announcing his company’s name change and stating that their focus would be on creating and resourcing a 3D world where individuals’ digital avatars could experience next generation elements and ultimately live more of their lives in the digital sphere.

One area that Disney noted could be of influence and success is augmented reality movies, with one film as such premiering this month on Disney+.

Arfa Khatri, a professional digital creative and Founder of the Los Angeles-based Arfa Shoots Inc, sees several different opportunities and new areas opening up across her sector with the advent of more technological growth and Disney’s announcement.

“Alongside photography and videography, I currently offer full-service production to the brands I work with including high-quality editing, lighting, drone work, and even sound design. It’s exciting what extra possibilities there will be in the near future to add to this,” she said.

“Some of the challenges I’ve had included discovering my style of creativity and not knowing where to start. In the process of discovering my style of creativity, I learned that the best way to learn is just by doing. Everyone has their own perspective on creativity, art has no rules, there are many resources for creative knowledge, but the best way to learn and grow is by actually putting yourself out there and actively doing it.”

“I think this will also apply for when the metaverse takes off and brands look for different types of activations and content to make them stand out.”

On having the right mindset to adapt to new technologies, if you’re a creative and you’re working with established brands, Khatri noted that it is important to tell stories through art, but also incorporate how that story could be told better through modern tech.

She continued, “It’s important to adapt and consistently build your skillset. No matter how talented you are, there is always room for growth. I look at every client I work with as a blank canvas rather than having the same approach with every project. This allows me to incorporate new ideas and maximize the potential of what’s possible.”

“I want to continue making art, and inspiring those that cross paths with my art. I want to evoke emotion and leave an impact through the stories I tell using images and videos. If that can be done utilizing innovative methods then why would I not implement it in my creative process?’’

As mentioned, Disney is currently working on specific concepts to bring the metaverse and augmented reality to the mainstream so we may see the results from their investment sooner than we may think.