It Depends

Abstract

While Comic-Con is a celebration of popular culture, it is also a launching pad for new properties in film and television. In recent years, the conventional thought about how to approach this has changed from handing out free memorabilia such as tee shirts and posters to providing an actual experience in the properties world. This type of advertising is the immersive activation. The goal of the activation is an analogous relationship between the live experience and the mediated, neither serving as the precedent to the other. In embracing this analogous relationship, mediatized and live performances move forward, establishing new entanglements with their audience. The clearest example of this analogous relationship exists in activations. An immersive activation is a live-action event where the spectator is tasked with the moniker of both audience and participant. The shift from “viewer” to “collaborator” is, as Clair Bishop (2012) and so many others have noted, manifested in fascinating and new creations. I take an approach following neuroscientific discoveries, which support this shift through different means joining the brain’s function with philosophy, as I explore the immersive activation.