Disney’s What If…? An Immersive Story

Introduction

In May 2024, Marvel Studios and ILM Immersive unveiled a revolutionary storytelling experience: What If…? – An Immersive Story. This mixed reality adventure, designed exclusively for the Apple Vision Pro, marked a significant milestone in interactive entertainment. Building upon the success of Marvel's animated series What If...?, this experience allows fans to step into the multiverse, interact with iconic characters, and influence the narrative through their actions.

The Genesis of the Experience

What If…? – An Immersive Story is the first interactive Disney+ Original story, blending elements from the animated series with cutting-edge technology. Directed by Dave Bushore at Marvel Studios and produced by Shereif M. Fattouh at ILM Immersive, the experience was crafted to leverage the spatial computing capabilities of the Apple Vision Pro. The narrative was penned by David Dong and Phil McCarty, with music composed by the Oscar®-nominated and five-time Emmy®-winning Laura Karpman .

Immersive Storytelling: A New Dimension

At the heart of this experience is the seamless transition between mixed and virtual reality. Players are transported into iconic MCU locations, guided by The Watcher, and are tasked with preventing the collapse of the multiverse. The integration of stereoscopic 3D visuals and spatial audio creates a fully immersive environment, allowing users to feel as though they are part of the story .

Interactivity at Its Core

Unlike traditional passive viewing, What If…? – An Immersive Story places the user in the protagonist's role. Through intuitive hand gestures and eye movements, players can cast spells, harness the power of the Infinity Stones, and engage in combat with formidable foes. This level of interactivity ensures that each session is unique, with choices made by the player influencing the unfolding narrative .

A Multiverse of Characters

The experience introduces players to variants of beloved characters from across the multiverse. Encounters with figures like Thanos, Hela, and the Collector offer fresh perspectives on familiar faces. These interactions not only enrich the storyline but also provide fans with deeper insights into the complexities of the MCU's expansive universe .

Technological Innovations

The collaboration between Marvel Studios and ILM Immersive harnessed the full potential of the Apple Vision Pro. The device's advanced spatial computing features allowed for real-time environmental interactions, making the experience feel dynamic and responsive. The use of spatial audio further enhanced the realism, ensuring that sounds were directionally accurate and contextually appropriate .

Critical Reception

Upon its release, What If…? – An Immersive Story garnered widespread acclaim. It was honored with the Apple Vision Pro App of the Year award, lauded for its innovative approach to storytelling and its effective use of the platform's capabilities . Additionally, the experience received a juried Emmy® Award for Outstanding Innovation in Emerging Media Programming, underscoring its significance in the realm of interactive entertainment .

Challenges and Areas for Improvement

While the experience was groundbreaking, it was not without its challenges. Some users reported that certain interactive elements, such as hand gestures and eye movements, occasionally lacked precision, leading to moments of frustration. Additionally, while the narrative was engaging, some felt that the depth of character development could have been further explored. These areas highlight the evolving nature of immersive storytelling and the continuous need for refinement in user experience design.

Future Implications

What If…? – An Immersive Story sets a precedent for future interactive narratives. Its success demonstrates the potential of combining traditional storytelling with immersive technology to create engaging, user-driven experiences. As technology continues to advance, it is anticipated that more franchises will explore similar avenues, offering fans new ways to engage with their favorite universes.

Disney’s “What If…? – An Immersive Story” marks a bold leap into the future of interactive entertainment, seamlessly blending the rich storytelling of Marvel’s multiverse with cutting-edge mixed reality technology. The project emerged as part of a larger initiative by Marvel Studios and ILM Immersive, collaborating with Apple to harness the full capabilities of the Apple Vision Pro, a device designed to provide a revolutionary augmented and virtual reality experience. Building upon the success of Marvel’s animated series “What If…?”, which explores alternate realities within the Marvel Cinematic Universe (MCU) through speculative scenarios, the immersive experience takes this concept to a whole new level by allowing users to step directly into these alternate universes and actively participate in shaping the narrative. In the experience, users are no longer passive viewers but active participants, able to influence the outcome of storylines based on their interactions, choices, and actions. This experience pushes the boundaries of what storytelling can be, blurring the line between viewer and character, reality and fiction, offering a completely new way for audiences to engage with the MCU. Central to this project’s design is its use of mixed-reality technology, which integrates virtual elements with the physical world, creating an environment where users can interact with and explore various worlds from the Marvel universe. The Apple Vision Pro plays a critical role in this experience, providing immersive visuals, spatial audio, and intuitive controls that respond to the user’s movements, gaze, and hand gestures. The level of immersion is unlike anything fans have experienced before, with detailed environments, dynamic lighting, and complex audio design that helps transport users directly into iconic MCU locations. Characters like Doctor Strange, T’Challa, and Loki come to life within these settings, providing opportunities for the user to engage with them in meaningful ways, from solving puzzles to fighting alongside them in epic battles. One of the standout features of the immersive story is its flexibility and replayability. Given the multiverse concept at the core of Marvel’s storytelling, the experience allows users to navigate different realities, each with its own set of challenges, characters, and consequences. As users progress, their decisions create unique branches in the narrative, offering a personalized experience with each playthrough. This dynamic structure makes the story feel alive, and as users make new choices, they can explore how their actions shape the fate of different characters and worlds. Additionally, the immersive nature of the experience is heightened by the incorporation of spatial audio, a crucial element in creating a truly enveloping environment. The sound design adapts to the user’s movements and interactions, enhancing the realism and emotional depth of the experience. Each action, whether it’s a character’s dialogue, a distant rumble of thunder, or the flicker of magic, is carefully crafted to surround the user, pulling them deeper into the story. The experience’s narrative itself is structured around the user’s mission to help save the multiverse from imminent collapse, with The Watcher serving as a guide. Through the Watcher, users are introduced to different realities, each with its own twist on well-known MCU events. Whether exploring the world of a Star-Lord T’Challa, battling Thanos, or witnessing alternate versions of the Avengers, users are presented with a deep and varied set of challenges that reflect the rich lore of Marvel’s multiverse. Furthermore, the blending of animation and live-action elements, a hallmark of Marvel’s broader cinematic approach, is used to great effect within the experience, adding another layer of visual complexity. The aesthetic design retains the stylized art direction of the What If…? animated series while integrating more realistic elements, making the characters and worlds feel tangible and alive. The immersive technology ensures that as users walk through these iconic settings, they encounter these characters in both animated and lifelike forms, creating an even more layered experience. In terms of gameplay, the interactive nature of the story allows users to take on a variety of roles and tasks. Whether helping to solve complex riddles, participating in intense action sequences, or exploring unfamiliar locations, the game encourages users to think critically and interact with their surroundings in innovative ways. Whether it’s using Doctor Strange’s mystic powers to solve puzzles, taking part in strategic combat sequences, or interacting with objects that hold the power to change the fate of a reality, the immersive experience makes players feel like integral parts of the action. The inclusion of choices that affect the story also serves as a powerful tool for engagement, ensuring that the experience feels dynamic and constantly evolving, as opposed to static or repetitive. This interactivity, combined with a deep narrative, is what makes the What If…? immersive story stand out from other forms of storytelling in modern media. What is particularly remarkable about this experience is its sense of freedom. Unlike traditional linear experiences where viewers watch characters follow a set path, this immersive story empowers users to forge their own journeys within the MCU, discovering new perspectives and creating their own story arcs. This sense of agency is crucial to the overall impact of the experience. Additionally, the technology is designed to be user-friendly, with intuitive controls that allow even those with minimal experience with augmented reality to navigate seamlessly. The Vision Pro headset, with its gesture controls, spatial mapping, and high-definition displays, provides a smooth interface that enables the user to fully engage with the experience. The device’s lightweight design and comfortable fit also ensure that users can remain immersed for extended periods without discomfort. The release of What If…? – An Immersive Story has sparked widespread excitement in the entertainment and technology sectors, as it exemplifies the potential for blending narrative storytelling with immersive technology. The project has received praise for its innovative use of mixed reality and its ability to offer a deeper level of engagement than traditional forms of media. Critics and users alike have lauded the seamless integration of interactive elements and the high level of attention to detail in creating the world of the MCU. What If…? also sets a precedent for future immersive storytelling experiences within the broader Disney ecosystem, with potential for similar projects across other franchises. As the technology continues to evolve, future experiences could offer even greater interactivity, deeper character exploration, and more expansive narratives. Marvel Studios and ILM Immersive have already expressed interest in creating more immersive stories that explore different corners of the multiverse, and the success of this initial project indicates that there is a strong demand for such experiences. The combination of cutting-edge technology, beloved characters, and innovative storytelling makes What If…? – An Immersive Story a milestone in the evolution of entertainment. Its ability to transport audiences into an interactive multiverse, where they can make choices that impact the outcome of the narrative, is a glimpse into the future of how stories will be told and experienced in the coming years. Ultimately, What If…? – An Immersive Story represents the next step in the ongoing convergence of technology and storytelling, and as mixed reality becomes more mainstream, it is clear that this type of narrative experience will become increasingly common in the entertainment landscape.

Disney’s What If…? – An Immersive Story represents a groundbreaking leap forward in interactive entertainment, fusing the expansive narrative of the Marvel Cinematic Universe (MCU) with cutting-edge mixed reality technology. Developed in collaboration with ILM Immersive and Marvel Studios, and powered by Apple’s advanced Apple Vision Pro headset, this project offers an entirely new way for audiences to engage with beloved characters and stories. It expands on the success of Marvel's animated series What If...?, which explores alternate realities within the MCU by asking “What if” key moments in the Marvel Universe had unfolded differently, thereby creating divergent versions of familiar events and characters. In What If…? – An Immersive Story, the concept is taken to new heights, allowing users not just to watch these stories unfold, but to actively participate in them. This interactive experience blends augmented reality (AR) and virtual reality (VR), leveraging the spatial computing power of the Apple Vision Pro to create a fully immersive experience where the boundaries between the physical world and the multiverse blur, making the user a central figure in the story’s outcome. What sets this project apart is its seamless integration of technology and narrative. The user is placed in the role of a protagonist who is thrust into the chaos of the multiverse, guided by The Watcher—a character who acts as a cosmic observer in the Marvel Universe, narrating and shaping the storyline. This setting allows players to interact with various alternate versions of iconic Marvel characters, from Captain America to Loki, and navigate through different realities that shift depending on the player’s decisions. The experience’s primary appeal lies in the interactivity it offers. Unlike passive forms of entertainment, where the viewer is merely an observer, What If…? – An Immersive Story allows the user to influence the narrative, with every choice having a tangible effect on the unfolding events. These decisions, ranging from strategic combat moves to moral choices in critical moments, determine the fate of the characters and the multiverse itself. The integration of spatial computing into the experience enables users to physically move through and explore environments from the MCU, interacting with objects and characters in ways that traditional forms of media could never allow. For example, users can engage in combat alongside their favorite Avengers, solve complex puzzles, or even wield magical powers like Doctor Strange, all through intuitive hand gestures and voice commands. The immersive nature of this experience is further enhanced by the advanced capabilities of the Apple Vision Pro. This device employs high-definition displays and spatial audio technology to create a sense of presence that makes the digital world feel physically real. The device's sensors track the user’s eye movements, enabling them to select options, trigger actions, or interact with the environment using just their gaze. Combined with the headset’s precise gesture controls and its ability to blend digital objects with real-world environments, the Vision Pro ensures that the user is fully immersed in the experience. The visual design of the experience mirrors the vibrant, stylized aesthetic of the What If...? animated series, while incorporating more realistic elements, creating a visually stunning, dynamic world. The environments are richly detailed, with Marvel’s signature action sequences brought to life in stunning 3D. Whether navigating through the bustling streets of New York, walking through the Sanctum Sanctorum, or exploring the cosmic vastness of space, the environments are meticulously crafted to offer a sense of scale and depth that draws the user deeper into the story. In addition to the visual and auditory elements, the experience offers a dynamic narrative that shifts based on the user’s actions, ensuring that no two playthroughs are the same. Each choice made by the user can significantly impact the direction of the plot, from small character interactions to major events that alter the fate of entire universes. This branching narrative structure encourages users to replay the experience multiple times, discovering new paths, alternate endings, and hidden stories within the vast expanse of the multiverse. The experience is also designed to be deeply engaging by offering not just action sequences, but also emotional moments that encourage the user to connect with the characters on a personal level. As they interact with characters like Tony Stark, Steve Rogers, and Natasha Romanoff, the user is drawn into their struggles and triumphs, forging a bond with these familiar yet altered versions of the heroes they’ve come to know. These moments are complemented by a stirring musical score, composed by Laura Karpman, which adds emotional weight to the experience, using orchestral and thematic motifs that underscore the key moments of the story. Karpman’s work on the soundtrack elevates the narrative, making each choice feel impactful, and heightening the sense of drama and excitement throughout the experience. The immersive story also incorporates elements of both puzzle-solving and strategy. As users navigate through alternate realities, they encounter challenges that require them to think critically and make decisions that will affect the outcome of the multiverse’s fate. Whether it’s a tactical battle against an evil version of the Avengers or using the powers of the Infinity Stones to alter reality, the experience challenges users to think creatively and strategically, adding layers of depth to the gameplay. This mix of action, exploration, and decision-making keeps the user engaged and invested in the experience, offering both a sense of accomplishment and a deeper connection to the story. From a technical perspective, What If…? – An Immersive Story represents a significant leap forward in the development of mixed-reality entertainment. By combining the narrative depth of the Marvel Universe with the capabilities of the Apple Vision Pro, it sets a new standard for what interactive storytelling can be. The ability to step into a fully realized digital world, interact with characters, and influence the plot is an experience unlike any other, demonstrating the potential for immersive technology to revolutionize the entertainment industry. This is only the beginning of what could be a new era of storytelling, where audiences are no longer passive viewers but active participants in the stories they love. The success of What If…? – An Immersive Story also highlights the growing potential of augmented and virtual reality technologies in entertainment. As the technology continues to improve and evolve, the possibilities for interactive experiences like this are boundless. Future projects could expand the scope of these experiences even further, offering more complex narratives, deeper character interactions, and more immersive worlds for users to explore. With What If…? setting such a high bar for mixed-reality storytelling, it’s clear that the future of entertainment will be shaped by immersive experiences that invite audiences to become a part of the stories they cherish. As more franchises embrace this new format, the line between fiction and reality will continue to blur, offering fans unprecedented opportunities to engage with their favorite characters and narratives in ways never before possible. This shift in how stories are told and experienced is undoubtedly one of the most exciting developments in the entertainment industry today. Through What If…? – An Immersive Story, Disney and Marvel have set a bold new direction for interactive entertainment, one that will inspire countless future projects and leave audiences eagerly anticipating the next step in this revolutionary new frontier.

Summary

What If…? – An Immersive Story represents a significant leap forward in interactive entertainment. By merging the rich narratives of the MCU with the capabilities of the Apple Vision Pro, Marvel Studios and ILM Immersive have crafted an experience that is both innovative and engaging. While there are areas for improvement, the overall reception underscores its potential to shape the future of storytelling.

Conclusions

The collaboration between Marvel Studios and ILM Immersive has resulted in a pioneering experience that pushes the boundaries of traditional media. As immersive technologies continue to evolve, What If…? – An Immersive Story serves as a benchmark for future endeavors in interactive entertainment. Its success not only highlights the possibilities of mixed reality but also sets the stage for more personalized and engaging narratives in the years to come.

Q&A Section

Q1: What is What If…? – An Immersive Story?

Ans: It is an interactive mixed reality experience developed by Marvel Studios and ILM Immersive, exclusively for the Apple Vision Pro. Players step into the multiverse, guided by The Watcher, to prevent its collapse.

Q2: How does the experience utilize the Apple Vision Pro's capabilities?

Ans: The experience leverages the device's spatial computing features, allowing for seamless transitions between mixed and virtual reality. Users can interact with the environment using hand gestures and eye movements, creating a fully immersive experience.

Q3: What role do players assume in the story?

Ans: Players take on the role of the protagonist, making decisions that influence the narrative. They can cast spells, harness the power of the Infinity Stones, and engage in combat with multiversal villains.

Q4: Which characters from the MCU are featured in the experience?

Ans: Players encounter variants of iconic characters such as Thanos, Hela, and the Collector, offering new perspectives on these familiar figures.

Q5: Has the experience received any accolades?

Ans: Yes, it was awarded the Apple Vision Pro App of the Year and received a juried Emmy® Award for Outstanding Innovation in Emerging Media Programming.

Q6: Are there any areas for improvement in the experience?

Ans: Some users reported occasional issues with the precision of interactive elements, such as hand gestures and eye movements. Additionally, there is potential for deeper character development.

Q7: What does the future hold for immersive storytelling?

Ans: The success of What If…? – An Immersive Story paves the way for more franchises to explore interactive narratives, offering fans new ways to engage with their favorite universes.