How far can robots move people? ~The Cutting Edge of Entertainment Robots~

Introduction

People aren't moved by technology itself, but by the experiences it enables.

There's no doubt that technological evolution profoundly impacts our lives. In the advertising world too, technology has become indispensable in recent years for TV commercial production, media development, and promotions. The event sector is no exception. That's why Dentsu Inc.'s Event & Space Design Bureau established the Experience Technology Department this July. Within the experience domain, this department consolidates expertise on technologies like projection mapping and AR (augmented reality) from both inside and outside the company to develop and produce these technologies. This series will introduce "inspiring technologies" applicable to communication, focusing on the latest case studies. We aim to provide information in each installment that will be useful not only for events and promotions but also for various other fields such as creative, media, and sales.

The Cutting Edge of Entertainment Robots

When did humans first begin dreaming of robots? The robots depicted in science fiction and manga are now rapidly becoming reality, appearing before our very eyes. The inaugural theme for the Experience Technology Department column is robots. While the term "robot" encompasses many definitions, this column will focus specifically on "entertainment robots."

Amidst the recent emergence of robot-driven performances and robot-centered events and spaces, we believe robots will increasingly be given roles that go beyond mere functional value, focusing more on entertaining people. Drawing on several examples exhibited at "CEATEC JAPAN 2014" (Asia's largest cutting-edge IT and electronics exhibition), held at Makuhari Messe in October, we'd like to explore how robots can create emotional experiences.

Emotion Through Experience, Not Just Sight — The Dream of Human-Mounted Robots

Until now, most robot experiences have been limited to watching a performance for a set period of time. But the robots we dream of should be ones we can move ourselves or even ride. Let me introduce "Skeletronics," a robot that fulfills that dream.

At CEATEC JAPAN 2014, there was even a performance of playing futsal using Skeletronics!

This robot directly translates the wearer's arm and leg movements into the exoskeleton, allowing it to move nimbly despite its large size. Riding it reveals a profound sense of bodily extension—truly experiential technology. This technology seems to promise us dream entertainment as a first step toward events like the "CYBATHLON 2016" (an international competition using advanced assistive devices like robotics), scheduled for Zurich in 2016, and the anticipated Tokyo Robot Olympics in 2020.

All the club members got to ride it! So much fun!

Inspiring with cutting-edge engineering — From technical appeal to entertainment performance

Many other robots were exhibited at this year's CEATEC. Not only did they showcase each company's high technical capabilities, but this year, robots with strong entertainment value and immersive experiences drew particular attention.
Omron exhibited its "Rally-Continuing Table Tennis Robot" under a new automation concept where humans and machines closely interact and cooperate to achieve shared goals. It was a strange yet fascinating experience to feel the "robot's consideration" as it returned the ball with a strength similar to your own shot, to a spot where it was easy to hit back, enabling a long rally.

"Rally-Continuing Table Tennis Robot". The robot shows consideration by returning the ball in a way that's easy for the person to hit back.

Murata Manufacturing advances robot development utilizing its proprietary technologies and products. This time, it showcased the "Murata Manufacturing Cheerleading Team." Employing "anti-fall technology" for robots balanced on balls and "collision-avoidance technology" to track robot positions, ten robots performed a perfectly synchronized routine. It communicated the company's high technological prowess not through words, but through an entertaining performance.

The "Murata Cheerleading Squad" drew large crowds during their performance.

Awe-inspiring realism — The evolution of emotional expression in robots

While not a CEATEC example, expressions developed through animatronics—previously confined to the world of film—are now emerging as real-time performances. The recent Sochi Olympics closing ceremony also featured large robotic versions of the event mascots.

Photo: Joan Marcus ©CPC 2008

I found myself getting choked up during the scene in the live entertainment show "Walking with Dinosaurs," featuring life-sized, realistic dinosaur robots, where the Brachiosaurus mother tearfully worries about her child (tears weren't actually flowing, but it looked that way!). Giant robots, which were mere curiosities just a few years ago, have now reached a level where they can express emotions with such advanced acting skills that they move people.

In Conclusion

Robotic technology has the power to enhance entertainment venues, performing arts, and live performances. Yet we must never forget that it is people who ultimately create this expressive power. I believe cutting-edge performances that move audiences are only possible through a combination of advanced engineering and the "art of captivating" – that deeply analog ability to touch people's hearts.
The Experience Technology Department aims to create unprecedented emotional experiences by blending diverse technologies—digital and analog, new and old. In our next column, we'll continue delivering technology insights from an experiential perspective. Stay tuned.

Dentsu Inc. Experience Technology Department operates as a technology collective, combining digital and analog, new and old technologies to create unprecedented emotional experiences (experiences). Even ideas that seem impossible to realize may find a path to implementation through technology.

Feel free to contact us at et-info@dentsu.co.jp (Attn: Yoneyama/Murakami) with any opinions, inquiries, or consultations.