IMPLEMENTATION OF NEW TECHNOLOGIES OF VIRTUAL AND AUGMENTED REALITY IN THE CREATIVE INDUSTRIES: TRENDS AND PROBLEMS

Before considering the relevance of the topic it is necessary to define definitions of virtual reality and augmented reality.Virtual reality is technology which is based on computer-synthesized connection between the man and the world, as well as the way of visualization, manipulation the digital world and interaction with it.The next is augmented reality. Augmented reality is a system which:• combines virtual and real things;• interacts in real time;• is located in three-dimensional space.35Е.А. Маслов, А.А. ХаминоваHaving defined the basic concepts, we can consider the features that prove the relevance of study.Firstly, many analytical companies consider VR / AR technologies as perspective.Secondly, the leaders of IT-companies are ready to invest in the development of technologies.Thirdly, the major investment banks are also willing to assume that the VR / ARtechnology devices are in demand at this moment.Fourthly, consumers show interest in VR / AR technology.All directions indicate that the VR / AR technologies are at the stage of rapid development, which tells us about the relevance of the research in this field.In addition, the increase of the popularity of these technologies is associated with awrench in their development, which allowed to reach matching of perceptions and expectations of these technologies.The advantages of modern VR / AR technology allow to create a new way of information visualization that can solve a lot of related information visualization problems. In the next section we will observe how to use VR / AR technologies in creative industries.Today all the creative industries sectors transmit visual information.As the VR / AR modern technologies are used for the transmission of visualinformation, we will look at problems and solutions related to this area.The film industry has a problem associated with the lack of development of an industry over a long period of time. Through the using of VR the viewer could be given a power in his hands, which will fundamentally change the concept of narrative.In the museum business there is a need of the new form of presentation of information. Now this problem is solved by a variety of technological methods, one of them is organization of interactive museums. Other good example is the exhibition of immersive painting.In the tourism business, there are several problems associated with the fear or inability to travel. Both problems can be solved with the help of technology developed by The Void company, which allows a person to move from real space to virtual space as much as possible to feel your presence there.In conclusion, it should be said that VR / AR technology have reached the point where their current state corresponds to the expectations that could not be implemented in the past. As a result, today many actors see a huge potential in the application of these technologies in various fields. For example, nowadays in creative industries VR / AR technology solve the problems associated with the visualizations, that proves thefact that the topic is relevant today and it should be investigated from different points of view.

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