Additional exciting technologies avail- able to those in the event world are pro- jection mapping and wide screen blend- ing. Cataldi notes that this type of tech- nology is viewed as being very high-end because it is often used by huge corpora- tions like Coca-Cola and Audi.
While it is true that this technology can be expensive, Cataldi says that
at IMS
Technology Services, “We have found ways to use this technology on a lower scale. The quality isn’t any less, but we have found ways to reduce the prep costs by
while still leaving opportunities for cus- tomization from one event to the next.”
“The audience is looking to be enter- tained,” he continues, “and this technolo- gy is a great way to capture their attention, as it is a digital canvas that is constantly changing. It helps maintain the attendees’ focus while at the same time providing unique branding and sponsorship oppor- tunities, creating a real ‘wow’ factor with
something as simple as a company logo. We can modify the logo in a way to make it change and become more visually inter- esting, such as alternating between mak- ing the logo appear to be ‘on fire’ and then ‘frozen in ice,’ as one example.”
pre-programming some elements
Essentially, projection mapping is like a giant blank canvas that can be filled with all kinds of content. Creating this cus- tomized content can take a lot of pre-pro- duction time, which is where the costs can really skyrocket. In the case of IMS, however, a dedicated content creator and software are used to quickly create and tweak content on site.
“For those who choose a wide screen pro- jection blend,” observes Cataldi, “we have added a floor-to-ceiling screen that can really change the look and feel of a func- tion space. The best thing about this is that there are no set pieces. There’s just a huge canvas that can fill the entire width of a room. So, for a holiday theme, there can be snow falling on the screen. The
setting can be changed by adding a pro- jection of a fireplace in a far corner, where the fire gradually dwindles down as the night goes on.”
Besides being great for setting the mood at a party, a wide screen blend also is per- fect for bringing the focus onto the stage and whoever might be speaking to the audience. “When the wide screen blend is centered on the stage, the presenter always remains the primary focus,” asserts Cataldi. “All the attendees’ eyes are on the speaker at center stage. The background remains compelling enough to provide a point of focus without being too distract- ing. Of course, to make it work, the venue needs to offer enough space to support this technology.”
Some technologies that are perhaps a bit underutilized at events these days include LCD monitors, which Cataldi says are actually a very good choice for kiosks and registration tables. They can be used to display sponsor logos and really drive
Mid-Atlantic EVENTS Magazine 49
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