This document in two parts details how to explore the impact of new audiovisual technologies on young audiences. The first part draws on an experimental study with students in two masters programs, all in all around 50 people. We organise both, viewing sessions of different immersive videos and other VR products. This provides a practical basis for conducting empirical research in two closely related directions: Researchers examine how two cohorts’ students, proficient in MR technologies and those without, prior experience process spatial transitions and complex narratives, through experimental trials involving Head-Mounted Displays (HMDs) featuring filmed theatrical performances. The study employs a comparative analysis of both groups to evaluate mnemonic retention, narrative comprehension, and susceptibility to visually induced motion sickness (VIMS). The findings indicate that the attentional agility inherent in digital content creators represents a strategic asset for the future of the European audiovisual economy. In conclusion, this work proposes frameworks to optimize the ergonomics of immersive scripting while prioritizing user physical comfort. In a second phase, by exploring the relationship between cinema and Mixed Reality media technologies (XR - encompassing VR, AR, and MR), this study proposes the model of cinema / XR hybridisation and convergence as a critical avenue for enhancing the attractiveness and competitiveness of European cinema. A comparative analysis of incentive policies across various European and non-European countries highlights the fragmented and insufficient support for this sector in Europe. In response, the UCA team conducted an experimental study employing eye-tracking methods to examine how audiences engage with Mixed Reality content, particularly in relation to perception and spatial information processing. These findings aim to support the hypothesis that cinema / XR hybridisation may present a distinct, and potentially superior, cognitive model compared to traditional cinema. From a media-induced social cognition perspective, the results suggest that strengthening Europe’s film competitiveness requires investment not only in hybrid production practices and XR-focused education, but also in the development of individual and collective viewing spaces offering immersive, interactive, and reality- blending experiences targeted at younger audiences.
Sobieszczanski et al. (Wed,) studied this question.