Cover Story
Incorporating high-end video game technology and cutting edge graphics, Pure Imagination Studios is
pushing the envelope of the park experience with
interactive features and special effects. It even managed to turn The
Simpsons into Lego. Ronnie
Dungan spoke to the PI team to hear how they do it…
Movie magic
Pure Imagination Studios’ groundbreaking development work was showcased in Movie World Australia’s new Villains Unleashed zone
T
here was a time, maybe 20 years ago, before Lara Croft even owned a pair of hot pants, when the video games industry dreamed of being as big as
Hollywood. Jealously eyeing the multi-million dollar box office
revenues and film’s status as a more serious art form, it was as desperate to make it as any novice actor hoping to break into the big time. And it lead to quite a few crossover films and many more games based on films that, with the benefit of hindsight, might have served us better if they hadn’t crossed over. But that was then and this is now and games industry
revenues long ago surpassed those of the movie industry. And so it is that Hollywood, like a man of a certain age still
attempting to squeeze into skinny jeans, is now desperate to appear as cool as its younger cousin. But, while it may be having to suck it in a bit, the industry still commands big money and still influences popular culture as much as ever. What plays big at your local multiplex plays big in your local supermarket, fast-food restaurant, in the media and of course in parks and attractions. Movies still matter. But that tussle with the video games market has had a lasting influence, because interactivity is everything in entertainment these days and the expectation is that attractions should deliver movie-like experiences with great graphics and gameplay at the same time. Not easy to do. Which is where a specialist like Pure Imagination Studios comes into the equation, using game engines and other technology to build movie-like theme park experiences.
24
APRIL 2017
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