Q&A

Where does virtual-conventions fit into the entertainment industry's food chain?

Virtual-conventions, llc creates a new revenue stream for established brands with a unique pay-to-participate online entertainment experience: immersive 3D virtual conventions for IP delivery over the web and soon, the living room. An entertainment event with no physical limits™. Instead of traveling to a major city to attend a fan-based convention in person, you can, for the first time ever, attend the very same convention live over the web without ever having to leave your home. This combines the entertainment draw with what the web does best–worldwide customer aggregation delivering fan-related commerce and auctions. Each virtual convention coincides with a real-world mega-brand convention - Star Trek, Kiss, Farscape, Barbie, WWF and Everquest, to name a few. Our first event on August 2-4, 2002–The Official Star Trek 3D Virtual Convention–was a critical and technological success.

What separates virtual-conventions from other producers of online entertainment?

Experience and purpose. As an Experience Architect, I relish creating never-seen virtual experiences like the first immersive 3D math game, the first non-text marketing web site with live-action main character and Greek chorus, and now the first ever 3D virtual fan convention. I rely on my architectural training, original theatre, street theatre, news and reality-based television and my broadband interactive design background. The virtual web is a new frontier of digital entertainment. This is especially true as non-gaming entertainment is brought to the Playstation and XBox, and the next Holy Grail–the living room. Our home theatres will be filled with lean-back and lean-in experiences designed to take us anywhere we want–past, future, here or there–together no matter where we are. One day, the traditional real estate development model will rule virtual space. It may not be location, location, location but it will be landscape fueled by the same consumption-based revenue models we find in our real-life cities of today. The customer-accepted concept of virtual conventions is just one of many products that consumers will pay for in the same way they consume other entertainment experiences. We are not constrained by a single proprietary technology enabling us to adapt and partner with the best-of-breed with the widest distribution, much like traditional entertainment products of today. We are solely focused on the content that consumers desire.

Why would anyone want to participate in a virtual-conventions event?

Attendees have unique access to their affinity that can be shared with like-minded fans worldwide. They do this by inhabiting the body of an online alter–ego, a branded avatar. Imagine touring the Official 3D Virtual Star Trek Convention in the Paramount-approved body of a Klingon! They also explore every corridor of the multi-room virtual convention center, interacting, chatting and befriending other virtual attendees–building lasting relationships, viewing celebrity appearances streamed live from a real-life convention, shopping for official merchandise and memorabilia, even taking part in live staged adventures with virtual street-theatre actors. This rich inclusion evokes the "Cheers effect" - "a place where everybody knows your name" and shares the same appreciation. All this from the comfort of their homes. They loved it!

Why was the Star Trek convention such a success? What made it work?

Like any entertainment offering, fans accepting the product make it successful. While many didn't know what to expect, they all came away with an appreciation and desire to participate again. We took proven "old" technology: streaming video, 3D, chat, Pearl and JavaScript to make this new experience. We added 1+1 and got 10. A home run! The combination of the brand with the celebrities, the event program and the features, which led to the suspension of disbelief, and the attendees felt the experience of actually attending a fan convention. Groups of attendees were moving from room to room together, role playing, catching events, participating in contests then meeting up to the Lobby to catch everyone up on what happened. A fantastic group of 30 or so attendees, dubbing themselves the "Original Vir-Cons," virtually "partied" until 2 a.m. Monday after the convention closed at 6 p.m. Sunday. And with the unparalleled marketing synergy of Star Trek licensees lead by Viacom Consumer Products and Creation Entertainment we signed up fans from 95 countries.

When virtual-conventions decides to take on a project, what elements need to be there to make it a complete success? Is everything done in-house?

A loyal worldwide fan base, active celebrities, current real life conventions and astute co-marketing partners are the ingredients. And there are tens of brands that sport those attributes. Now that the home computing power is there (the Playstation and the XBox are fueling the next wave), the broadband penetration is there (53 MM worldwide and climbing), and the streaming and network service providers are there, the time has come for broadband content that reaches the world market.

We have all we need to deliver dozens of virtual conventions with an experienced group of professionals and partners. People with years of 3D virtual experience –from artistry, to production, to programming and community management. The Official 3D Virtual Star Trek Convention was delivered with individuals and companies stretched around the globe: Munich, San Antonio, Los Angeles, Las Vegas, Denver, Baskin Ridge, Toronto and Vancouver. We live what we make. The 3D convention center itself was reviewed and refined live - we walked the rooms, uploaded changes and signed-off, all as avatars.

What does the future hold for virtual-conventions?

The number of people around the world embracing the social aspects of virtual behavior is growing. Intense online activity is often misunderstood as isolating, separating us. Truthfully, it is a way for individuals of the world to connect, celebrating not our differences but our similarities. In a way more intimate, safe and convenient way than travel affords us. There are a number of 3D worlds that exist today and that number will be increasing soon. As new 3D worlds come online, we will bring them our online 3D convention center offering a continuous lineup of virtual fan conventions for the worlds best brands year round. Of course, then there will be the virtual concerts, theme parks, theatre...