Immersive entertainment specialist Layered Reality has secured an investment deal worth £1.75 million with Channel 4’s consumer investment arm, Channel 4 Ventures.

The media for equity deal enables Layered Reality’s immersive experiences to reach a TV audience for the first time. Over the course of a year, The Gunpowder Plot, Jeff Wayne’s The War of the Worlds: The Immersive Experience and the forthcoming Elvis Evolution will tap into advertising airtime around a range of Channel 4 programming.

Layered Reality secured the global rights to create an immersive experience based on Elvis Presley’s life from Authentic Brands Group earlier this year. Opening in London in spring 2025, Elvis Evolution will bring the global musical icon back through the power of AI, augmented reality, live theatre and multi-sensory effects in a celebration of his life and legacy.

Production of the TV spot is underway with Bristol-based creative agency Hey! What? and tickets for Elvis Evolution are due to go on sale later this year. Elvis Evolution will follow the company’s two already successful experiences; Jeff Wayne’s The War of the Worlds: The Immersive Experience opened in June 2019 and has been the winner of a THEA Award; and housed at the Tower of London, the acclaimed Gunpowder Plot opened in June 2021 and has recently been awarded a Tripadvisor Travellers’ Choice Award.

Andrew McGuinness, Founder and CEO of Layered Reality, commented: “Layered Reality is determined to be best in class at what we do. This means seeking out similarly minded partners and Channel 4 is certainly one of those. We are delighted to be working with them to help bring high quality immersive entertainment to ever-wider audiences.”

Vinay Solanki, head of Channel 4 Ventures, added: “We’re leading the way in showcasing the potential of media-for-equity for brands, and we’re proud to invest in another business which is a leader in its field. We think live events might be the best use case for AR and VR, and we believe there is a fit using globally recognised brands and IP, like Elvis. This deal is another example of how we can deliver commercial impact for businesses that team up with us.”

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Categories: AI, Articles, Business, Funding, VR

Tags: AI, AR, Channel 4, Channel 4 Ventures, elvis