LSN : News : Stat: US cinema executives predict the end of traditional movie-going within 20 years

The Fashion Innovation Agency debuts 3D garment volumetric capture service

Reskinning Reality, FIA, UK

UK – The Fashion Innovation Agency at London College of Fashion has launched Reskinning Reality, the UK’s first 3D garment volumetric capture service aimed at digital-first fashion brands.

'Digital reskinning’ is being pioneered by the University of Arts London (which includes the London College of Fashion) so that designers can overlay lifelike virtual garments onto captured human motion and deliver high-quality, hyper-realistic content for use in digital campaigns, virtual runways and virtual try-ons.

By combining full-body 3D capture with AI mesh stabilisation, the system generates ‘digital doubles’ that can be endlessly restyled, reducing the need for physical samples and enabling scalable storytelling.

‘We have been able to achieve the highest standard of 3D volumetric capture currently available; it’s remarkably lifelike and ready for real-world use. For the first time, designers and brands can harness this technology in a way that’s intuitive and scalable,’ said Matthew Drinkwater, head of the Fashion Innovation Agency.

Supported by the University of Portsmouth’s Centre for Creative and Immersive Extended Reality, 4D Views and the London Creative Enterprise Network, the initiative signals a new era of accessible, sustainable content creation for fashion, gaming and immersive entertainment.

Discover more features on the Metaverse, where we track the brand opportunities, marketing strategies and shifting behaviours emerging in virtual realms and web3.

Strategic opportunity

Advanced 3D digital tools are transforming content creation, enabling agile design, immersive storytelling and reduced reliance on physical production. Assess how virtual workflows could future-proof your brand’s creative and commercial strategy

Elemis brings beauty trackside with new Aston Martin F1 collection

Aston Martin, UK

Global – Premium beauty brand Elemis is stepping further into the world of Formula 1 with the launch of four exclusive skincare collections in partnership with the Aston Martin Aramco Formula One Team. Named the team’s official skincare partner earlier this year, Elemis brings an unexpected wellbeing dimension to a sport traditionally dominated by fashion and drinks partnerships.

The limited-edition collections are housed in branded Aston Martin travel bags and feature a selection of face washes, serums, resurfacing pads and moisturisers, designed to marry Elemis’ signature scents with track-ready performance.

On race days, the brand will host experiential ‘pit stop’ treatments at the Aston Martin Paddock Club Suite to provide guests with moments of calming care amid the high-speed environment.

As sports become more inclusive and diverse by design, opportunities are arising across sectors for unexpected partnerships that tap into new audiences.

Our Four Beauty Brands Harnessing the Power of Sports Fandom listicle spotlighted the standout collaborations emerging from the intersection of beauty and sport.

Strategic opportunity

Look for unexpected cross-industry collaborations that align on specific brand values – such as precision and performance – to create limited-edition products and experiences that surprise, engage and expand brand relevance

Stat: US cinema executives predict the end of traditional movie-going within 20 years

Cinema at Shoreditch Arts Club. Photography by Beth Davis, UK

US – Over half of cinema executives in the US believe the traditional cinema model will no longer be viable within the next 20 years, according to a new industry survey. Conducted by analyst Stephen Follows in partnership with Screendollars, the poll gathered responses from 246 film industry executives to assess the future of movie-going amid streaming dominance and post-pandemic recovery.

About 55% of respondents who work directly in cinemas (exhibition executives) forecast a timeline of fewer than 20 years for the current model, while those working in sales and distribution were even more pessimistic, with 60% predicting its decline within that period. But respondents drew distinctions between standard cinemas and premium experiences such as Imax or 4DX, leading Follows to suggest that the traditional cinema experience ‘evolves and changes with the times, meaning that the people, companies and locations survive but in a different form’.

Nearly 90% of cinema executives reported that revenues have not returned to pre-Covid levels. Meanwhile, 81% support a minimum six-week exclusive theatrical window for new releases and 77% believe simultaneous streaming releases harm cinemas.

Read our Streaming’s New Frontier report to understand where attention is shifting and how platforms can evolve to keep audiences engaged, loyal and subscribed.

Strategic opportunity

Transform venues into cultural hubs that enhance cinema-going by using AI and user-experience technologies to provide interactive screenings that ensure viewers’ engagement