Leading immersive entertainment company Layered Reality -creator of the forthcoming ‘Elvis Evolution’ experience -teams up with Channel 4 Ventures in £1.75m tie-up
Embargoed until 8AM BST, 29 August 2024 – Immersive entertainment specialists Layered Reality has secured an investment deal worth £1.75m with Channel 4’s consumer investment arm, Channel 4 Ventures.
The media for equity deal enables Layered Reality’s immersive experiences to reach a TV audience for the first time. Over the course of a year, ‘The Gunpowder Plot’, ‘Jeff Wayne’s The War of the Worlds : The Immersive Experience’ and the forthcoming ‘Elvis Evolution’ will tap into advertising airtime around a range of Channel 4 programming.
The deal is the next big step in British company Layered Reality’s rapid growth, having secured the global rights to create an immersive experience based on Elvis Presley’s life from Authentic Brands Group earlier this year. The broadcast deal with Channel 4 Ventures underlines Layered Reality’s credentials as the leader in the fast-emerging immersive entertainment space.
Opening in London in Spring 2025, ‘Elvis Evolution’ will bring the global musical icon back through the power of AI, augmented reality, live theatre and multi-sensory effects in a celebration of his life and legacy.
Production of the TV spot is underway with Bristol-based creative agency Hey! What? and tickets for ‘Elvis Evolution’ are due to go on sale later this year. ‘Elvis Evolution’ will follow the company’s two already hugely successful experiences, both of which are recognised as being in the top 10% of all attractions globally based upon customer reviews.
Jeff Wayne’s The War of the Worlds: “The Immersive Experience opened in June 2019 and has been the winner of a coveted global THEA Award, the Oscars of the themed entertainment industry. Housed at the Tower of London, the widely acclaimed Gunpowder Plot opened in June 2021 and has recently been awarded a Tripadvisor Travellers’ Choice Award.”
The deal supports Channel 4’s goal of diversifying its revenue streams as it transitions to becoming a digital-first public service streamer, as laid out in its Fast Forward Strategy. It follows Channel 4 Ventures securing two investment deals in recent weeks: into Fy!, the home and living marketplace and Vinterior, the second-hand furniture marketplace.
Andrew McGuinness, Founder and CEO of Layered Reality, said: “Layered Reality is determined to be best in class at what we do. This means seeking out similarly minded partners and Channel 4 is certainly one of those. We are delighted to be working with them to help bring high quality immersive entertainment to ever-wider audiences.”
Vinay Solanki, head of Channel 4 Ventures, said: “We’re leading the way in showcasing the potential of media-for-equity for brands, and we’re proud to invest in another business which is a leader in its field. We think live events might be the best use case for AR and VR, and we believe there is a fit using globally recognised brands and IP, like Elvis. This deal is another example of how we can deliver commercial impact for businesses that team up with us.”