Layered Reality Sign Strategic Partnership with Technicolor Group

The agreement will see The Mill partner on multiple projects with Layered Reality, creators of the immersive experience, “Elvis Evolution,” sign strategic partnership with Technicolor Group, home of The Mill.

License Global

July 5, 2024

2 Min Read
Authentic Brands Group logo
Authentic Brands Group logoAuthentic Brands Group

Layered Reality, an immersive entertainment company based in the U.K., has signed a strategic partnership agreement with Technicolor Group, known for its global network of BAFTA and Academy Award-winning visual effects studios. The partnership will be executed via Technicolor's advertising and experience studio, The Mill, which is headquartered in London and has offices in Paris, New York, LA, Seoul, Shanghai and Bangalore.

The agreement will see The Mill partner on multiple projects with Layered Reality, including using AI technology to create the most realistic and authentic version of Elvis, led by Layered Reality's newly expanded in-house studio team.

"The Mill has a history of being pioneers, innovators and world class artists,” says Simon Reveley, head, Layered Reality Studio. “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."

"We are very excited about the potential for our partnership with Layered Reality and helping to put Elvis back in the building,” says Mark Benson, president, 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."

In January, Layered Reality announced they had secured the global licensing rights to create 'Elvis Evolution' from the owners of Elvis' estate Authentic Brands Group. 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,” says Andrew McGuinness, founder, chief executive officer, Layered Reality. “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."

About the Author(s)

License Global

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