Technology will help audiences explore their own stories predicts House of Cards star Kevin Spacey
Oscar-winning actor and House of Cards star, Kevin Spacey, gave a braveau closing speech at the IAB Mixx conference in New York, claiming that technology will grant more people control over storytelling.
Kevin Spacey speaking at the IAB Mixx conference in New York
In a speech that was funny and impassioned, Spacey discussed the direction that content creation was taking for media companies and advertisers, adding that technology would enable viewers to decide for themselves what path characters and stories could take.
Spacey said: "With internet, all the barriers are gone and there is no barrier to entry. People are starting to build their own audiences and do their own things, self-produced.
"They are not waiting around anymore because they have the opportunity to get into the elevator themselves and its fantastic because good ideas can come from anywhere."
He cited technology such as the Oculus Rift, which he had recently tested, as being able to revolutionise the theatre-going experience in addition to audience interaction. He also cited the New York attraction, 'Sleep No More', as a real-life example.
“Actors and advertisers strive to make a connection to audiences. How can I surprise them, entertain them? We know how this is done and it’s always been about the story,” he said.
“With technology giving people more control, the stakes are higher than ever. The story is more important than ever.”
Speaking of House of Cards by Netflix, Spacey revealed that he and director David Fincher agreed with the company to make two seasons up front, with the creative freedom to do as they pleased with the programme as the TV-streaming firm had limited experience in the production field.
He also said that creatives were being provided with more control than ever before adding that the quality of the content was the now most important element, even over technology: “The audience doesn’t care about the platform. They care about the content."
Kevin Spacey shot to the top of the Drum's video viral chart in August for his lead role in Call of Duty's Advanced Warfare trailer as a digitally-rendered general.