Immersive theatre firm Punchdrunk is partnering with Pokemon Go creator Niantic for a collection of augmented actuality (AR) initiatives.

The corporations will work collectively to “reinvent storytelling for a 21st century audience” and “further expand the horizon of interactive entertainment”.

London-based Punchdrunk was behind the Sleep No More present, which was loosely based mostly on Shakespeare’s Macbeth, and positioned the viewers among the many actors in an immersive set.

San Francisco-based developer Niantic created Pokemon Go, the well-loved gaming franchise’s 2016 AR model, with Nintendo and The Pokemon Company.

The firm has additionally launched an AR recreation based mostly on Harry Potter, referred to as Wizards Unite, which is out there on Android and iOS.

AR is the results of utilizing expertise to superimpose sounds, photos and textual content on the world we see, and has turn out to be a preferred gaming and creative device.

There was no info on whether or not the collaboration will produce a gaming expertise, theatre manufacturing or outside occasion.

Punchdrunk’s Felix Barrett (John Stillwell/PA)

Punchdrunk’s creative director Felix Barrett mentioned: “It is hugely exciting to be joining forces with the preeminent AR company in the world.

“At Punchdrunk we create richly cinematic 3D worlds where audiences can explore, touch and smell the environment; where the boundaries between reality and fantasy are indistinguishable.

“Those that have seen Sleep No More often liken the experience to how it might feel to walk into a video game.

“What happens if you take that sense of adventure into the real world? Tear down the walls and the world becomes your stage.

“I believe that Punchdrunk and Niantic can create something that has never been done before.

“They do it in AR, we do it in real life. Collide the two and I think we will blow people’s minds; bend the rules of genre and redefine the norms of mobile gaming.”

Niantic’s founder and chief govt John Hanke mentioned: “Felix is a creative tour de force whose works are canonised in immersive theatre history.

“Punchdrunk’s unique vision for real-world storytelling and a shared interest in pushing the bounds of world building and immersion are what brought us together initially.

“Our teams have been collaborating for many months to create entirely new experiences that merge the physical and digital worlds in a way that hasn’t before been attempted. We think the potential is global and massive.”

Since the beginning of lockdown in March, festivals and acts, reminiscent of French composer Jean Michel Jarre, have sought to make use of expertise to fill the void left by the demise of reside efficiency.