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AI-generated dream images: Why are these pictures willing to make people pay £35 to attend an event?
The "Willy's Chocolate Experience" event held in Glasgow, Scotland was originally promoted as an immersive family experience, but it caused widespread controversy due to the gap between the venue setting and the actual content. The event's promotional website used several dreamy AI-generated images, which attracted a large number of families to attend the event in the lead-up to the event, many of whom paid up to £35 per person for the ticket. What is unusual about this event is how exactly would such a design make people willing to participate in such an event?
"We were told this was a dream chocolate journey, but all I saw was an empty warehouse, a few shabby props, and some bewildered actors."
Background of the event
The event is set to take place over the weekend of February 24-25, 2024, and is described as "inspired by Roald Dahl's classic tale, complete with gorgeous and elaborate sets" and "a variety of delicious treats." . However, what mainly attracts the audience are the beautiful AI pictures. The images have been criticised for spelling errors and unclear descriptions, including obvious misuses of terms such as "cartchy tuns" and "a pasadise of sweet teats".
The event was hosted by House of Illuminati, whose director Billy Coull said his company had "unparalleled immersive experiences". However, there were constant doubts about the event on the Internet, and many families also questioned its credibility before the event began. Some netizens pointed out on Reddit that the sales of these tickets seemed to be based purely on AI-generated images rather than any actual content.
Venue and Site
The event took place at the Box Hub Warehouse, located on an industrial estate in Glasgow. However, many participants described the venue as an "abandoned empty warehouse" with very simple facilities. The setting inside the venue only included a small bouncy castle, a few AI-generated background pictures and some randomly placed props, which could not meet the audience's expected "dream" experience at all.
"We were standing in an empty warehouse with nothing arranged, and the accessories were thrown randomly on the concrete floor. It was like a show of destruction."
Customer Feedback
Soon after, disappointment with the event reached a peak among many attendees. They unanimously demanded a refund and said they had been excited about the "chocolate experience" but in reality got an experience that was not worth the money. One customer even said that he felt extremely helpless after driving two hours to the event only to be told that the event had been cancelled. The end of the event obviously caused social outrage, and some people even began to call on local governments to investigate the incident.
Subsequent reactions and cultural impact
Due to the widespread coverage of the incident, many media outlets have compared it to the 2008 Lapland New Forest controversy, 2014 DashCon, and even 2017 Fyre Festival. This farce not only sparked discussion and ridicule on the Internet, but also affected the event planning of local music and theater circles, and even became a target of imitation and ridicule.
For example, in April 2024, a Jimmy Kimmel Live! sketch parodied the incident, and the ensuing social media phenomenon led some participants to even plan to use the character "Unknown" to Dress up for Halloween. What started out as a chocolate experience has inadvertently evolved into a cultural phenomenon.
Reflection and Prospects
However, from this incident, countless people began to question why so many families would be attracted by some visually shocking pictures and even willing to spend a lot of money to participate in seemingly immature activities? This is not only a question of trust in the organizers of the event, but also prompts us to think deeply about how today's cultural workers use technology and creativity to attract audiences. Perhaps in the future, when using AI technology, we will need more reflection and scrutiny to ensure that we can present the public with a more substantial and high-quality cultural experience?
