I'm a tech creator
The world's largest "Internet celebrity ball".msg sphereofAB side
Located in Las Vegas, Nevada, MSG Sphere, USA, has attracted global attention since its inception.
MSG Sphere is known as the "full screen" building, with a height * width: 112 meters * 157 meters and a surface area of 53,884 square meters, which is currently the largest LED screen in the world. With two screens, inside and out, covering more than 3 football fields, it is claimed to provide a fully immersive experience that is 100 times clearer than the best HDTVs out there.
Inside the sphere is a huge dome theater that can accommodate more than 18,000 spectators at a time, providing immersive experiences, art exhibitions, conferences, award ceremonies, product launches, sporting events and moreThe outside of the Sphere is covered with about 1.2 million discs, each containing 48 individual LED diodes, each of which can display 2With 5.6 billion colors, when the entire outer screen is lit up, it can create an exceptionally gorgeous and colorful picture, combined with the special shape of the sphere, it can bring people a very wonderful viewing experience.
After five years and a cost of US$2.3 billion (about 16.4 billion yuan), MSG Sphere was finally completed in September this year.
In keeping with the global attention it received, the Dome Theatre's first commercial performance did not disappoint. At the concert of the rock band U2, the ** picture customized for the screen was breathtaking, and instantly elevated the concert choreography to a new height. Not only did it make the audience enthusiastic for a long time, but also made a group of netizens hotly discuss and praise it again and againThe popularity of "Internet celebrity ball" has also been detonated, and its commercial value has also been quickly released.
Next, we see Microsoft's out-orb ad for Xbox consoles. The ad ** some of the games that have been released or will be released such as "Starfield", "Hellblade 2", "Forza Motorsport", "Cyberpunk 2077", etc., and its visual effects are very stunning. It is reported that the advertising cost is as high as 450,000 US dollars a day, plus the production cost, Microsoft has invested a lot of money in this advertising campaign. However, from a marketing point of view, Microsoft's snatching of the "top card" this time is destined to go down in the history of games and will cause great repercussions in the industry. From this point of view, the marketing value of Microsoft's wave of advertising is also huge.
Then, at the just-concluded "Formula One World Championship Las Vegas Grand Prix", MSG Sphere also made a big show. The game line included the "Internet celebrity ball" in it, which seems to be intended to make room for the "C position". During the race, the Sphere avatar wore an emoji on the head of the F1 race, and presented a "cute" onlooker show for the audience.
If you think that the value of "Internet celebrity balls" is limited to this, then you underestimate the investment of more than 10 billion. sphereIt's not just a traditional showandThe deformation of the advertising slot, and most likely isA disruptive technologyInnovative experiences. Not just visually, but also at the auditory, tactile and even olfactory levels.
In terms of hearing, it is claimed that there are 167,000 speakers inside the sphere, all of which are integrated behind the screen, allowing viewers from any angle to enjoy a close-up listening experienceIn terms of haptics, the special haptic seats can produce different types of vibrations according to the screen screenIn terms of smell, the scent devices distributed in the room can emit different smells according to different scenes, which increases the audience's sense of immersion.
Some people may say, isn't this a remake of a 5D 6D 7D theater?
On the face of it, it is;ButLook into the distance,msg spherevalueIt's much more than thatIn the future, there will be more and more content around its own characteristics, and in the ball**withInteractiveExperience, compared to the previous kind of theater or cinema hall,AlsoIt will be very different, and maybe even thatYesNew forms of interaction and viewing are being created, and this is likely to require more artists and creators to participate in themand "tailor-made".now
On the outer surface of the sphere, it seems that it is just the enlargement and deformation of the traditional LED screen, even though the three-dimensional sense and visual effect are outstanding, but limited by the viewing position and angle, there are still many limitations. However, judging from its interactive form in the F1 competition, it will also bring more unexpected surprises to consumers in the future.
This inevitably reminds me of the Beijing World Trade Center Sky Canopy, although the two are very different, but there are similarities. As a medium,themIt may not be much different from the traditional **, but as a landscape architecture, it can be exploredoutMore value
AsNew landmark,msg sphereYou can tooFurtherAmplify the urban value of Las Vegas and promote:LocalTourism consumption is hot, and this is pullingareaEconomic development can also have a certain gain effect.
Of course, all of the above is a good outlook, but at the actual operational level, MSG Sphere's performance is not as rosy as it seems, but there are many hidden crises.
Due to the high cost of construction and the slightly thin revenue mix (mainly façade advertising + internal performances), it has become very difficult for MSG Sphere to recoup its costs.
It is reported thatIf you rely only on façade advertising revenue, you need 1years to pay for itself, and this is not counting labor costs and operation and maintenance expensesIn terms of in-house performances, of course, the income can be higher,ButDuring the opening periodThe "loss", the real ordermsg sphereThe company's top management is "disgraced".: MSG Sphere opened with a series of live performances and is expected to generate $1$17.3 billion. However, according to the New York Post, actual revenues fall far short of this expectation. The two U2 shows at the end of September were sold out, with revenue of about $4.1 million, while suite licensing and advertising revenue was about $2.6 million.
For performers, putting on a show at the Sphere Theatre is not cheap. In the case of the U2 show, the stage budget was as high as $10 million, but the total revenue of the show was only $6.7 million. However, we all know that the average performance only relies on ticket revenue to amortize the cost, which is somewhat unrealistic, and the income outside the ticket (such as CD, licensing cooperation, etc.) is the income that performers value more**. But for now, the high cost of performances will still dissuade many performers, especially those who don't have a lot of money.
Due to the high pixel size of the large screen display, this requires the resolution of the content to be high enough, which will also force the production team to produce more high-definition content, and now the mainstream 2K 4K, and even 8K pixels are not enough, according to U2 stage director Williams, they must use the screen resolution of 12K as the standard to produce content, and each frame of animation requires 15 minutes of rendering time. "One minute of content for Sphere is the equivalent of one hour of streaming TV content. ”
And thisExtremely high productionRequirements,And to those who wantEager to give it a tryof performers pose an even greater challenge
The recently released fiscal quarter showed that the building had a loss of US$98.4 million (about 700 million yuan). This performance once caused the CEO to be furious, and the company's chief financial officer also resigned.
In addition to the financial crisis and management crisis, local urban residents are also very unfriendly to the "Internet celebrity ball". It is widely believed that the construction of MSG Sphere will further push up the surrounding housing prices, and it is better to build more residential houses directly. In addition, many residents said that the light pollution of the sphere affected their rest at night. For this reason, Sphere had to turn down the nighttime light for a fixed period of time.
Althoughmsg sphere"Internet celebrity balls" are expensive, butIt already isIt has huge traffic effect and business valueAlthoughIn the short termappeared dramaticallyLoss, but in the futureThe outlook is promising
Of course, while we are optimistic, we also need to look at the B side of MSG Sphere, that is, the unsettling factors that affect and hinder its efforts to maximize business value. In addition to that,msg sphereAnd do a good jobPartiesConflicts of interestofBalance, and this may becomemsg sphereFurther developmentmaximum uncertainty
But after thinking about it, what would it be like if the "Internet Celebrity Ball" was born in China?
This question may be worth pondering.