An Introduction On The Use Of Pre-Visualization In Marketing And How It Can Benefit Firms

This paper aims to contribute to a better understanding of pre-visualization, and its evolution from use strictly in the movie industry to its expansion into the computer gaming and business sector. Since its inception in the 1930s, pre-visualization has been used to analyse movie scenes before actual production began. This was done in order to cut costs of actual stage setups by examining scenes through a series of drawings and sketches that showed scenes in sequence. Disney Studios was the first to use this technique in the 1930s and later on through digital software as technologies developed. This process gave directors the opportunity to experiment with lighting and different camera angles before deciding on scene design. As computer technology has evolved, pre-visualization emerged in computer game development and more recently in marketing as a way for firms to not only promote their products or services in a visual and interactive way but also to help develop products and services that are more experiential for the consumer. Currently, pre-visualization in marketing is becoming a useful tool to help customize products and services in such a way as to make the marketing experience more effective.