Contemporary Film Industry under the Influence of Visual and Immersive Technologies: A Strategic Change?

The contemporary film industry is under increasing pressure from the rapid development of visual and immersive technologies, which reconfigure both production practices and forms of film reception. This paper analyzes how technologies such as real-time virtual production, XR stages, advanced CGI, real-time rendering and performance capture systems strategically influence contemporary cinema, going beyond the status of simple technical tools and becoming structural factors of industrial change. Starting from theoretical frameworks developed in studies on immersive art, visual culture and interactive media, the research proposes a qualitative and comparative approach, applied to representative case studies: The Mandalorian (2019), Avatar: The Way of Water (2022) and Dune (2021). The analysis highlights that immersive technologies are integrated differently, depending on the aesthetic objectives, economic models and industrial positioning of each production, generating distinct levels of immersion and strategic impact. The results suggest that the current transformation of the film industry does not follow a unitary trajectory of technological escalation, but reflects a spectrum of adaptive strategies that negotiate the tension between spectacle, narrative, artistic authenticity and market pressures. In this context, immersion appears not only as an aesthetic promise, but as a strategic tool that redefines the relationship between film, spectator and contemporary production infrastructure.