“Our doors are open for 5G focused collaborative partnerships and tech innovation,” said Olivier Jollet, Senior Vice President of Strategy & Business Development, Streaming and Head of Mobile, ViacomCBS Networks International. “Through world’s most iconic consumer brands, including MTV, Comedy Central, Nickelodeon and so many others with cross platform, global appeal, we can offer scale to cut through in a crowded entertainment market combined with unrivalled production, distribution, advertising and multi-format experience. Now is the time to partner with us in developing and leveraging the full potential of 5G to come.”

The paper, entitled ‘Unleash 5G’s Full Potential through Entertainment’, lists live streaming, immersive media, responsive content, immersive marketing & brand collaboration, talent & fan engagement, marquee events, remote production, and dedicated production bandwidth as the key areas VCNI sees the 5G changing the way we create, consume, and share content.

In particular, VCNI believes that live sports, gaming, and music will see the biggest benefits with edge computing and real-time mass device connectivity unlocking immersive formats like virtual reality, augmented reality, and mixed reality.

“Initial 5G launches have brought high-speed streaming to consumers over the last year, but we need to prepare for the real 5G revolution in terms of capabilities that will dramatically impact, disrupt and transform the entire media & entertainment content creation and distribution chain in the next three to five years,” said Brendan Yam, Senior Vice President and General Manager, ViacomCBS Digital Studios International.

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Using Snapchat’s ‘Marker Tracking’ lens, cinemagoers across Europe will be able to bring X-Men: Dark Phoenix posters and large format standees to life in Odeon cinema foyers. By pointing the camera within Snapchat at the posters and standees, people will see witness Sophie Turner appear as the Dark Phoenix before she spins around multiple times, throwing up debris and smoke, the disappears.

“We have loved working with Snap on this initiative,” said Anya Morris, EMEA digital marketing manager at 20^th Century Fox. “We always look for cutting edge, original initiatives and Snap’s ever-evolving lens tech – as well as their enthusiasm and collaboration – make them a perfect partner for this.”

The campaign has launched at several Odeon, UCI, UCI Kinowelt, and Cinesa locations across the UK, Italy, Germany, Norway, Spain, and Ireland. Snapchat has also produced a lens which transforms Snapchatters into the Dark Phoenix, while enabling them to book cinema tickets.

“Odeon Cinemas Group are thrilled to be partnering with our key strategic partner 20th Century Fox and Snapchat on this fantastic piece of in-cinema innovation,” said Tanya Easterman, group head of partnerships at Odeon Cinemas. “Our guests are huge fans of the X-Men franchise and we look forward to seeing them interact with this exclusive content in our cinemas across Europe.”

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Using Urban Airships technology, Vue can create and distribute personalised mobile wallet tickets across its websites, app and email marketing channel, dramatically increasing the number of customers that can experience the friction-free mobile wallet experience. The solution takes advantage of work carried out by Google Pay and Urban Airship earlier this year, aimed at streamlining the ticketing experience for travel, hospitality and entertainment brands.

“We are dedicated to offering the ultimate in big screen entertainment to our customers,” said Dan Green, head of digital at Vue Entertainment. “We know that more and more customers are using mobile wallets and we always move quickly to adopt technology that will improve customer experience. Our commitment to launching broad distribution for Google Pay movie tickets is a great example of understanding customer behaviour and reacting quickly to give them what they want. It will also enable us to offer enhanced personalisation which we know customers value.”

Google Pay payments will be available at more than 30 of Vues paperless sites. For tickets bought online, customers can instantly send a mobile ticket via email or download it from a website or app link, all with a single tap. Prior to show time, tickets will automatically display on customers lockscreens and will be readily accessible in mobile wallets. According to Bue, nearly half of its tickets sold via app transactions are already added to mobile wallets, and it is expecting this rate to rise.

“Bringing physical and digital experiences together is more important than ever to streamline both customer interactions and business operations,” said Brett Caine, CEO of Urban Airship. “Through our close work with Google Pay and Vue, were bringing mobile wallet movie tickets to everyones smartphone, eliminating the hassle of standing in queues, searching through emails for confirmations or having to first download another app. Its all about getting guests to the best seats, concessions and the big show more quickly.”

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The short story follows Caleb Rooney, a New Orleans police detective who operates a food truck at night. Rooney is accused of murder and must prove his innocence. The novel is formatted as a series of text messages, and using Messenger, this format has been expanded to include video, audio, photos and documents. Rooney and other characters in the book even have Instagram accounts, enable fans to interact with them and deepening the world of the book.

Speaking to Cheddar, Patterson called the project a “bookie – its a book meets a movie. Theres a lot of text, and then video.” Patterson was an early pioneer in eBooks, and as a result was the first person to sell 1m copies in the format, and has also experimented with selling short fiction and novellas in $4 (£3.08) formats.

“Its so important to me that books, sort of, keep up, that they enter the modern age, and who knows where its going to wind up. Wherever it goes, its going to go online,” said Patterson. “When you read this, youre going to see film, youre going to see audio clips, youre going to see photography of New Orleans…youll be able to do live interviews with me on Facebook, so its sort of a 360° experience.”

Readers can access the book for free by sending a message to The Chef by James Patterson on Messenger, which triggers the beginning of the interactive experience.

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The new Get Creative app for iOS and Android enables children to create music, design their own toy, and even direct their own CBeebies episode. When the app is opened, users can pick a CBeebies buddy from popular series like Hey Duggee, Go Jetters or Bitz and Bob, with their choice personalising the activities as they go forward.

Designed for three to five-year olds to use by themselves or with a caregiver, the apps activities include drawing and musical games, and Play Puppets, where users can animate and record video using a variety of digital characters.

The Bedtime Stories launch follows on from the release of BBC Kids skill on Alexa-powered smart speakers last month. Simply by saying “Open CBeebies”, users can access stories read by a variety of famous voices, including Dolly Parton, Jessica Ennis-Hill and actors Mark Bonnar and Pearl Mackie, with further releases planned for the future.

In addition to these two launches, digital boxsets for a number of popular childrens series have been launched on the BBC iPlayer, including all five series of drama Tracey Beaker and reality show The Next Step: The Stacey Carpenter Scholarship.

“Little ones wont be short of things to do this half term, with a major new CBeebies app, BBC iPlayer box sets and new content on smart speakers for children,” said Lucie McLean, head of childrens products for BBC Design & Engineering. “Get Creative is a brilliant example of how we are offering children new and exciting ways to interact with their favourite CBeebies characters. The app aims to spark kids imaginations through fun, exploratory experiences and open-ended play, and Im sure parents and children alike will enjoy getting creative this half-term.”

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Maxwell’s ‘Comedy Car’ gigs last 15 minutes and provide up to four passengers with the opportunity to witness the King of Comedy winner’s observational comedy on their journey in the Scotland capital.

“The Uber Comedy Car gigs will be just like my stand-up, except, of course, I will be sat down,” said Maxwell. “I’m excited to do some performances in one of my favourite cities and hopefully the riders will all be up for having a laugh.”

Maxwell will be running gigs from today (8 August) until Friday 10 August between 1pm and 3pm on the 8 and 9 August and 3pm to 5pm on 10 August. Over the three-day period, Maxwell will host 12 gigs within an Uber.

In order to have a chance of having a private gig, Uber users must be within a one-mile radius of the George IV Bridge in Edinburgh to be in with a shout of booking onto the experience within the app.

“Lots of drivers who use our app like to think of themselves as comedians, but it’s safe to say Andrew is going to set a pretty high bar,” said Alex Robertson, regional manager at Uber.

“The shows are already sold out on the Fringe website, however you and your mates can still book a trip with Andrew via the Uber app. Make sure you look out for the yellow Comedy Car banner which will appear at the bottom of your screen.”

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The ad campaign will be distributed across relevant media sites, targeting Broadway audiences, and uses OmniVirts proprietary 360° video ad technology to place viewers right on stage with Aladdin and Genie during one of the shows premiere musical numbers, “Friend Like Me”.

In addition to being able to view the musical number, the 360° video provides audiences with a digital text overlay sharing interesting facts from the show and its production.

“Disneys 360° experience is among the most smartly produced 360° content weve seen in the market,” said Brad Phaisan, CEO of OmniVirt. “It takes full advantage of the content format and adds in digital flourishes that render for a magical experience.”

The ad will run in click-to-expand display banner ads as well as pre-roll video units. The video was produced by Koncept VR, with OmniVirt powering the distribution of the ad units. The video has also been embedded on the website for the musical using OmniVirts own VR player.

This isnt the first time Disney has worked with OmniVirt and used 360° video to promote a Broadway show. The two companies previously partnered to embed 360° video on the website for The Lion King, virtually transporting viewers into the show.

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The app, called The Swift Life, is the latest celebrity app created by Glu Mobile, who also designed hit titles like Kim Kardashian: Hollywood and Restaurant Dash: Gordon Ramsay, and worked with stars including Nicki Minaj and Britney Spears. Unlike previous celebrity-related apps, which have tended to be games, Swift’s move into the mobile world is focused on social networking.

The app encourages users to like and share posts to earn animated ‘Taymoji’ stickers and pictures, which can also be purchased with a virtual currency bought within the app. Users can also earn an “extremely rare and valuable Taymoji” that enables them to bump other users’ posts, alerting Swift herself that she should take a look at them.

Users can also access ‘pets’ and activities based around the singer, with weekly events running within the app and popular posts being promoted every day. The app release comes as Swift is prepare for an international tour off the back of her triple-platinum album Reputation.

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The Walking Dead Encounter, as the app is called, uses AR to drop the shows zombies – known as walkers – into real world environments. Users can create pictures or videos of themselves with the walkers, to share on social media.

Bonus content, in the form of extra walker models, can be unlocked by scanning Walking Dead-branded Mountain Dew packaging in stores or TV commercials for Mountain Dew that air during the show.

“We are always looking to form partnerships that will deliver one-of-a-kind experiences to Dew Nation,” said Chauncey Hamlett, senior director of marketing for Mountain Dew. “By partnering with AMC and the incredibly successful The Walking Dead series, we’re bringing together two of the most passionate fan bases in the country.”

“This is a meaningful first-of-its-kind partnership for ‘The Walking Dead,’ but most exciting of all is that the fans are at the center of it,” said Scott Collins, president of ad sales for AMC Networks. “With our partners at Mountain Dew, we’ve built something that includes extensive visibility for our series, closely aligned with their product, and the AR app merges the real world, the world of the show and a popular beverage in an incredibly powerful and shareable way.”

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Directed by Inception’s Christopher Nolan, Dunkirk tells the story of the World War II evacuation operation, something that the ‘Dunkirk: Save Every Breath’ experience aims to replicate in 360° – albeit on a much smaller scale.

The experience, created by VR production firm Practical Magic, is composed of three vignettes, with minimal motion or action. The viewer is placed in the cockpit of a fighter plane, beneath the waves of the Channel, and finally with the soldiers on the beach.

“In just a few taut moments, the Dunkirk VR Experience provides a thrilling glimpse of the three main settings in our film in a uniquely subjective way,” said Nolan.

Intel’s role was providing hardware and software for production, in order to support the high-definition footage, which it says is ‘nearly 40 times the resolution’ of standard HD and 4K media.

‘Save Every Breath’ can be viewed on the HTC Vive, or through YouTube’s 360° video offering.

Don’t forget to enter the Effective Mobile Marketing Awards. The Early Bird deadline for submissions is 22 July. More details here.

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