An Analysis of Immersive Media Expression Strategies in VR/AR Film Posters: Focusing on Visual Codes of Presence, Immersion, and Interactivity

This study analyzes how VR/AR film posters visually express and imply core elements of immersive media, such as presence, immersion, and interactivity.It focuses on the visual strategies used to convey experiential qualities of immersive content through static 2D images.Three representative posters-Gloomy Eyes, Spheres, and Dear Angelica-were selected and examined using qualitative case analysis.The findings indicate that presence is conveyed through spatial composition and perspective, immersion through color contrast and centralized layout, and interactivity through gestures and gaze direction.These visual codes stimulate sensory engagement and interpretive involvement, transforming the poster into a medium that