ABSTRACT
More and more, cultural enterprises are now working on the development and production of original content. The marketing and distribution of these immersive experiences are at the crossroads of art and new technology. At all times, the creation process maintains a close relationship with technology. However, technology rarely exceeds the status of being a tool and has very little influence on the creative act. In recent years, not only have the boundaries of artistic activity widened, thus giving developers, engineers, and creators the opportunity to redefine the means of doing the work; they have also redefined the purpose and the status of creation as being the result of the research work they carried out. Domestic markets alone are not sufficient. Investors have to develop for an international market with production devices that – if not innovative – have to be at least inventive, putting technical expertise in the service of new forms of storytelling.
