Need to Know
16 : 08 : 23

UK – Artist Sara Sadik’s innovative proposal, La Potion (EH), has been selected for the BMW Open Work project at the contemporary art fair Frieze London. The winning creation comprises an interactive video game that uses the unique experiential device of the BMW i5 electric car, along with a complementary film installation. Developed in collaboration with BMW’s gaming and innovation lab experts, the interactive game employs the brand’s AirConsole technology, with the i5’s design team enhancing the gaming experience through sound and light.

Hailing from Marseille, France, Sadik delves into the intersection of art, gaming and digital technology. Her winning project investigates the evolving emotional states of young male characters, particularly their challenges in expressing emotions. This initiative exemplifies BMW’s commitment to experimental artistic practices in collaboration with Frieze London. The artwork will premiere at Koko in London’s Camden Town during the event.

The annual BMW Open Work project for Frieze London is a joint initiative between the car-maker and the art fair to collaborate on visual art, design and technology. It aligns with our Auto Entertainment microtrend report on how the automotive sector is innovating to immerse itself into the entertainment industry and expand its out-of-vehicle universe.

US – While Greta Gerwig’s Barbie movie is undoubtedly a culture-defining blockbuster, new data sheds light on the metrics and what the film means for the future of entertainment.

The savvy moves behind the Barbie film’s success have been discussed extensively, from genius marketing activations to the fact that the trailer barely revealed anything of the movie’s feminist agenda. But movie data company The Quorum has added a layer of consumer insights to the conversation with a new study published in August 2023. After surveying nearly 2,000 Barbie ticket-buyers in the US, the firm suggests that the film drew many sporadic movie-goers back to cinemas – 11% of people surveyed could not remember the last film they had seen in a cinema, while another 11% said Barbie was the first film they had seen in a movie theatre since before the start of the pandemic.

These findings reinforce the idea that entertainment is reclaiming its powerhouse status, as viewers are enthusiastic about engaging in real-life activities and more brands enter the entertainment landscape.