Augmented reality (AR) has been a growing force in entertainment for years, transforming how audiences experience events, music, TV, and gaming. Whether it’s adding layers of interactivity to live shows or creating entirely new digital landscapes, AR opens up vast opportunities for innovation. At Corporation Pop, we’ve been at the forefront of AR development for over a decade, delivering experiences that captivate, inform, and engage.
If you’re in the entertainment industry and looking to extend your reach in a memorable way, AR could be the perfect tool. Let’s explore some practical applications—from cost-effective enhancements to high-end, immersive spectacles.
Reading Festival 2022 AR face filter.
Affordable & effective AR
Not every AR experience requires a massive budget. Simple applications can still create powerful audience connections. Face filters and interactive masks, for instance, encourage people to share their experiences on social media — there’s no better way to market your event than that.
Pop prototyped an AR face filter for Reading & Leeds Festival which projected either the Reading or Leeds core branding on to the faces of the users. We also created a Web-AR version for Download Festival using the Download Dog (festival mascot) as inspiration, the mask offered an effective way to increase brand visibility and engagement that was both fun and easy for users to interact with.
Similarly, AR treasure hunts for outdoor events provide an interactive way for visitors to explore venues, museums, or festivals, uncovering exclusive content, discounts, or rewards.
Television broadcasts can also benefit from AR enhancements, incorporating digital overlays into live shows or pre-recorded content, adding an extra layer of viewer interaction without disrupting the core experience. Couple that with a social media tool like Pop’s Twitter Tracker for Channel 4 and you have an incredibly powerful combination.
Corporation Pop’s spAR platform is an excellent example of using AR to enhance a live music experience. Here we’ve built a tiny band made up of Pop team members but they’re easily swapped out for a real life group. spAR offers an innovative way for groups of people to share AR as they join from separate devices. This offers unique perspectives and collaborative interactivity, all accessible via a QR code.
spAR
Mid-tier innovation: enhancing experiences with interactive AR
For those ready to invest more, AR can integrate with existing platforms to create deeper engagement. Augmented stage backdrops for live music performances, for example, can transform a concert into an immersive visual spectacle.
These backdrops, accessible through mobile apps or AR glasses, evolve dynamically with the music, adding another sensory layer to performances.
Interactive merchandising is another avenue for mid-tier AR investment — by embedding AR into posters or product packaging, brands can offer exclusive content, turning physical merchandise into interactive experiences.
AR storytelling also has immense potential in film and TV marketing, allowing audiences to unlock extra scenes or hidden messages by scanning promotional materials. These experiences extend beyond the screen, immersing viewers in the world of their favourite films and shows.
High-end AR: large-scale, immersive experiences
For brands and events aiming to make a lasting impression, AR can redefine entertainment on a large scale.
Location-based AR adventures and immersive games provide an opportunity to blend the physical and digital worlds. Our project Fantasia Express transformed a moving train into a magical AR journey, demonstrating how entire outdoor spaces can become interactive story-driven environments.
Similarly, AR art installations can bring history and culture to life. Our work on Dazzle It reimagined WW1 warships with vivid colour and movement, showing how technology can create deeply engaging narratives.
Another exciting frontier is holographic concerts and virtual performances, where artists can appear in multiple locations at once or collaborate with digital beings on stage, pushing the boundaries of live entertainment.
The future of AR in entertainment
AR is evolving beyond an optional extra; it’s becoming integral to entertainment. With AR glasses set to enhance live events, audiences will experience concerts, theatre, and festivals with real-time overlays, offering behind-the-scenes content, lyrics, translations, and personalised viewing options. AI-driven AR storytelling will further transform experiences, adapting dynamically to audience interactions and creating evolving narratives in theatre, games, and film marketing.
Persistent AR worlds will allow users to return to the same location and continue an unfolding digital experience, perfect for festivals, exhibitions, and city-wide storytelling. Holographic performances will make cross-reality collaborations an industry standard, enabling artists to perform alongside digital avatars or holograms in multiple locations at once. Meanwhile, hybrid events will allow remote audiences to interact with real-world festivals and concerts through AR, expanding accessibility like never before.
The future also promises more tactile interactions through wearable haptics, making AR feel more tangible in gaming, theme parks, and live performances. Entire cities will become interactive entertainment hubs, where AR layers transform urban spaces into immersive historical tours, digital performances, and large-scale interactive installations — all without the need for mobile apps.
Accessibility & inclusion in AR
Accessibility will remain, as always, a priority. While AR can create immersive experiences, it’s important that those without AR glasses or smartphones aren’t excluded.
Thoughtfully designed AR activations can enhance events without impairing the experience for those who prefer a more traditional engagement. At Corporation Pop, we’re committed to ensuring AR experiences are designed with UX and accessibility in mind, allowing audiences of all abilities to fully participate.
Let’s create something brilliant
AR is a powerful tool, but its real strength lies in how it is used to tell stories, connect with audiences, and create unforgettable experiences. Whether you’re looking for a small activation or a groundbreaking interactive adventure, we can help.
Get in touch with Corporation Pop to explore how AR can bring your next project to life.
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