Channel 4 strikes £1.75m deal with Layered Reality

C4 Ventures is the broadcaster’s consumer investment arm which is charged with diversifying C4’s revenue streams.

The media for equity deal will see Layered Reality’s immersive experiences advertised to a TV audience for the first time. Layered Reality’s The Gunpowder Plot, Jeff Wayne’s The War of the Worlds: The Immersive Experience and the forthcoming Elvis Evolution will tap into advertising airtime around a range of C4 programming.

The deal follows two other investments by C4 Ventures in recent weeks: into Fy!, the home and living marketplace and Vinterior, the second-hand furniture marketplace.

Layered Reality secured the global rights to create an immersive experience based on Elvis Presley’s life from Authentic Brands Group earlier this year.

Opening in London in Spring 2025, ‘Elvis Evolution’ will bring the star back through AI, augmented reality, live theatre and multi-sensory effects.

Andrew McGuinness, Founder and CEO of Layered Reality, said: “Layered Reality is determined to be best in class at what we do. This means seeking out similarly minded partners and C4 is certainly one of those. We are delighted to be working with them to help bring high-quality immersive entertainment to ever-wider audiences.”

Vinay Solanki, Head of C4 Ventures, said: “We think live events might be the best use case for AR and VR, and we believe there is a fit using globally recognised brands and IP, like Elvis. This deal is another example of how we can deliver commercial impact for businesses that team up with us.”