StoryFutures has published a new report which analysed the success of offering Virtual Reality (VR) experiences in leading independent cinemas and arts centres across the UK.
A review of StoryFutures Xperience, a year-long initiative supported by the British Film Industry (BFI) awarding National Lottery funding, reveals that cinemas are viable and enjoyable spaces for audiences to experience VR content.
They can successfully deliver a socially engaging experience that aligns with audiences’ cinema-going habits, offering a scalable model for VR distributors.
Cinema partners held nearly 300 events with more than 5,000 people taking part, and attendees spanned all ages.
Data from StoryFutures Xperience audiences demonstrated a clear demand for VR in cultural spaces, with 87% of respondents stating they were likely or very likely to attend a similar event again.
Notably, 70% of audiences had never experienced narrative VR content before, highlighting the programme’s success in expanding access to new forms of storytelling.
Launched in July 2023, StoryFutures Xperience was spearheaded by StoryFutures, the UK’s National Centre for Immersive Storytelling at Royal Holloway, University of London, in collaboration with the BFI.
The initiative’s aim was to investigate and test how cultural spaces can present cutting-edge digital experiences and explore what is needed to embed VR into their programming, bringing narrative VR to new and returning visitors long into the future.
Over the space of a year, StoryFutures Xperience took place in venues including Showroom in Sheffield, Chapter in Cardiff, Depot in Lewes, Dundee Contemporary Arts Centre, Queen’s Film Theatre in Belfast, Wales Millennium Centre in Cardiff, Nerve Centre in Derry, and Leeds Young Film to showcase over 20 engaging VR experiences.
These experiences covered diverse themes such as music, sport and climate change, ranging from beautifully animated 360-degree films to fully interactive immersive narratives. The programme has not only enhanced audience access to cutting-edge immersive storytelling but has also laid the groundwork for sustainable VR exhibition networks across the UK.
Beyond bringing immersive storytelling to audiences, the legacy of the Xperience programme has played a pivotal role in better equipping partner venues so they can continue to engage with new and existing audiences. Venues were provided with Meta Quest 2 VR headsets, made available through Meta’s donation to StoryFutures for education and research purposes.
Many had limited prior experience, but as the initiative supported training and encouraged experimenting with different programming scenarios, staff now have the skills necessary to successfully exhibit immersive content with their communities.
The impact of the programme extends beyond its official conclusion last year, with many participating venues continuing to showcase VR experiences, integrating them into their regular programming, and ensuring audiences across the UK can engage with and enjoying immersive storytelling.
Wales Millennium Centre are currently showcasing a 40-minute mixed reality experience by Anagram, narrated by Tilda Swinton called ‘Impulse: Playing with Reality’ and Leeds Young Film Festival recently showed ‘Drop in the Ocean’ by Vision3, allowing audiences the opportunity to explore the ocean in stunning VR.
Dr Laryssa Whittaker, Royal Holloway lecturer in Anthropology of Audiences and StoryFutures User Research Lead, said: “Despite VR becoming increasingly well-known, about half of our audiences had never tried any kind of VR before.
“Bringing narrative VR to local cinemas can not only help create more distribution opportunities for VR makers, but it can also present these opportunities to audiences still developing; a cinema is a trusted, safe space to try VR for the first time.
“Working with the BFI on this research, our statistical and qualitative data suggest that making use of the cinema theatre does present opportunities to scale up exhibition of certain kinds of VR content.”
Ben Luxford, Director of UK Audiences at the BFI, added: “It is gratifying to see yet more evidence that demonstrates the unique cultural and social value of independent cinemas to audiences and communities up and down the UK.
“Distributing XR is still in its infancy and can be very challenging, so I hope the sector can capitalise on the learnings in this report.
"From the way people so eagerly engaged with StoryFutures Xperience, it is clear there is certainly an audience for XR work, and I believe cinemas can play a vital role in connecting with them.”
