Summary
Working with Ipsos, the Royal Shakespeare Company (RSC), launched a project to explore emotional responses to a production of Titus Andronicus – which is known as Shakespeare’s goriest play – in different contexts: live in a theatre, live streamed cinema, or a filmed VR experience. Participants wore heart monitors to test reactions and there was a survey after exposure. The study, presented at the ARF’s
CONSUMERxSCIENCE 2018 conference, provided valuable learning on the role of different contexts, as well as virtual reality’s strengths (VR).