Despite these challenges, the soft drinks market is set to continue to grow in Europe and Italy. With global alcohol consumption set to reach $1.8 trillion in 2023, alcohol-free alternatives represent a small but profitable niche. According to Nielsen, over 90% of Europeans who buy soft drinks still consume alcoholic beverages, proving that the two categories can coexist. And with higher profit margins thanks to lower taxes, soft drinks brands have every incentive to continue to innovate to win over even the most traditional consumers.Ridley Scott’s 2000 film Gladiator employed a special effect that, while unnoticed at the time, introduced a revolutionary technique that is now widely used: the digital reconstruction of deceased actors. This innovation, which allowed the completion of scenes for Oliver Reed’s character Proximo, who died during filming, paved the way for a profound transformation in the way cinema can manipulate time and stage presence.
In recent years, this technology has evolved b2b email list enormously, finding increasingly sophisticated applications. A prime example is the Star Wars series, where actors such as Peter Cushing, who died in 1994, were “brought back to life” through digital effects to once again play iconic characters such as Grand Moff Tarkin in Rogue One: A Star Wars Story (2016). Similarly, CGI technology was used to complete Carrie Fisher’s scenes in the films following her death, preserving the role of Princess Leia in the saga.
Another recent case concerns the film The Flash (2023), in which the face of Christopher Reeve as Superman was digitally recreated, generating great debate among fans and industry professionals on the opportunity and limits of this type of intervention.
actors is not limited to science fiction films or blockbusters. In music too, artists such as Tupac Shakur and Whitney Houston have been brought “on stage” in the form of digital holograms, creating concert experiences that blend nostalgia and technological innovation.