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RFID News Roundup

RFID joins "The Marvel Experience: The World's First Hyper-Reality Tour" ••• CSL intros CS6821 high-performance passive UHF access card ••• Swirl launches in-store mobile ad exchange ••• ADR announces new installations of its RFID-enabled Workforce Monitor ••• HID Global, RFI carry out HID Mobile Access pilot at Netflix ••• Mühlbauer opens second production plant in Asia.
By Beth Bacheldor
Oct 23, 2014

The following are news announcements made during the past week by the following organizations: Hero Ventures, Marvel Entertainment, NXP Semiconductors, Motorola, Poets Road; Convergence Systems Ltd.; Swirl Networks; ADR; HID Global, RFI Communications; and Mühlbauer.

RFID Joins "The Marvel Experience: The World's First Hyper-Reality Tour"

RFID technology will be part of "The Marvel Experience: The World's First Hyper-Reality Tour," a series of interactive and immersive events showcasing Marvel Entertainment's superheroes, including Spider-Man, the Hulk and Iron Man. Produced by Hero Ventures, a Los Angeles-based experiential entertainment company, each show will cover more than two acres. Guests will act as "recruits" and be able to interact, via virtual reality and other technology, with superheroes to fight the forces of Hydra.

Marvel's Iron Man
Each event—the first four stops of the tour are in Phoenix, Dallas, San Diego and San Francisco—will feature 360-degree, 3-D stereoscopic projection domes in which attendees can engage with Marvel's heroes and villains. There will also be a 4-D motion ride, augmented reality, multi-person gaming and an RFID bracelet that lets guests track their progress in real time.

The ultrahigh-frequency (UHF) RFID technology was provided by Los Angeles-based Poets Road (also a strategic partner of the tour) and includes Motorola Solutions EPC Gen 2 readers and reader antennas and NXP Semiconductors SL3S1203 chips embedded in the bracelets, known as Super Power Bands. According to the event's creators, the goal of the RFID technology is to create a more immersive user experience, enabling attendees to participate without requiring constant logins or other obtrusive methods.

Each recruit receives a Super Power Band upon entry, and is given the option of then registering the RFID bracelet at a kiosk in the entry plaza and assigning a picture to the band. RFID reader antennas are installed at key locations, in order to allow a recruit's Super Power Band to be tracked. If registered, that individual receives XP points and achievement badges that appear simultaneously at the event, on the website and on the mobile app. At any time during the experience, recruits can check in to see their progress, which helps them to identify what they have done and what else remains for them to experience. Agent ID cards will also be displayed at select interactive stations throughout the show. On the back end, the RFID bracelets are also used to manage pulsing (traffic) through the event, which is monitored via custom-created software that features the antenna locations and a real-time heat map of user traffic throughout the space, according to event creators.

The RFID technology's concept and layout design were carried out by Mike Bundlie at Poet's Road, along with support from Hero Ventures and Lexington Design + Fabrication (which integrated RFID antennas into physical set pieces). Ideez LLC, from Australia, designed the Super Power Band, which contains not only an RFID chip, but also an LED and a vibrating device that notifies users of when it is time to move on.

Produced by Hero Ventures founders Rick Licht, Doug Schaer and Jason Rosen, along with their partners, touring impresario Michael Cohl and PRG founder Jeremiah J. Harris, the hyper-reality touring Marvel adventure will preview in Phoenix from Dec. 12, 2014, to Jan. 3, 2015. The world premiere will take place in Dallas, with a red-carpet event scheduled for Jan. 9. Promoted by Cohl's S2BN Entertainment, the first leg of the North American tour will also feature stops in San Diego and San Francisco before heading back toward the East Coast, and will remain in each market for approximately three weeks. Future markets will be announced on a rolling basis.

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