Immersive technologies in audiovisual production: a state-of-the-art review of innovation, narratives and constraints

Immersive technologies have become increasingly important in the audiovisual sector and have significantly transformed the way in which content is created and experienced by audiences. In today’s media landscape, communication increasingly involves the active participation of the audience. Against this backdrop, this article presents a state-of-the-art analysis of the main immersive technologies used in the audiovisual sector, such as virtual reality, augmented reality, mixed reality, extended reality, 360° video, spatial storytelling, volumetric video, motion capture and generative artificial intelligence. The analysis examines the main areas of research and application of these technologies and how they are transforming the relationship between content, creators and the public. A key aspect is the transformation of how audiovisual stories are created. New technologies enable the creation of more interactive and spatial narratives, in which the user can play a more active role. Thus, the sense of presence, the ability to make decisions and the sensory experience become key elements of communication. The study highlights both the advantages of these technologies for the development and innovation of audiovisual content, and the main challenges. These include high production costs, limited access to certain technologies, the need for new professional skills, and ethical issues relating to the use of artificial intelligence.