The use of the XR production technologies has expanded recently in the film industry and heavily influenced the film production process. This paper aims therefore to explore the differences between diverse XR production workflows. The analysis provides criteria for workflow paths of traditional approach to film production and XR production flow, including workflow structure, skills, education, and equipment. Defined XR techniques are discussed for educational purposes. Its illustrations are three case studies of cinematic VR production, computer-generated VR production and Virtual Production. They are the basis for workflow comparison and discussion on artistic decisions and production challenges for film related Higher Education Institutions (HEI) students and scholars.

JEL: I23, L82, O32, O33

* The article was developed within the framework of the project “Experience and immersive technologies – from creative practice to educational theory” in partnership with Jagiellonian University, Łódź Film School, University of Malta and University of Athens (project ID number: 2020-1-PL01-KA226-HE-095891).

The paper explores the potential and determinants for the virtual reality usage in education at the higher education level. The article starts with the analysis of the evolving university’s role. In this context, generational changes determining the VR usage in tertiary education are also discussed. Then the features of virtual reality and related terms are explained to make a basis for discussing VR as a learning aid of the 21st century. The paper closes with the case study analysis of immersive VR usage in higher education and further research recommendations.

JEL: I21, I23, I24, O32, O33

* The article was developed within the framework of the project “Experience and immersive technologies – from creative practice to educational theory” in partnership with Jagiellonian University, Łódź Film School, University of Malta and University of Athens (project ID number: 2020-1-PL01-KA226-HE-095891).

In this paper, we have reviewed selected issues related to the metaverse concept, taking into account selected social, technological, and legal aspects. We focused on reviewing the newest literature on the metaverse topic published in the years 2020–2023. The database was gained through Google Scholar search, in order to check if any specific publishers or research areas are dominant among results provided by this search engine. The qualitative content analysis of the literature within the scope of technology, social sciences, and law, revealed the most promising and most threatening aspects of metaverse development and dissemination.

JEL: O3, K2, K4

* The article was developed within the framework of the project “Experience and immersive technologies – from creative practice to educational theory” in partnership with Jagiellonian University, Łódź Film School, University of Malta and University of Athens (project ID number: 2020-1-PL01-KA226-HE-095891).

The main aim of the article is to discuss XR in marketing in the context of phygital category. Five examples from 2016–2022 have been selected to find the answers for proposed research questions: Q1. What is the impact of XR on marketing? Q2. What are the similarities and differences between the analyzed XR marketing projects? Q3. What is the importance of XR in the context of phygital? Q4. Is the combination of physical and digital elements crucial in helping the audience to get accustomed to immersive media? According to Stake this case study has collective character. Selected cases represent different sectors (sport, tourism and fashion) and approaches to XR in marketing. This collective case study was based on desk research, as well as ethnography and autoethnography elements.

JEL: D83, L82, M31, M37

* The article was developed within the framework of the project “Experience and immersive technologies – from creative practice to educational theory” in partnership with Jagiellonian University, Lodz Film School, University of Malta and University of Athens (project ID number: 2020-1-PL01-KA226-HE-095891).