The Research Blog

USES FOR VIRTUAL REALITY (VR) AND AUGMENTED REALITY (AR) The first distinction that must be done within the content is first off the in-home, smartphone based content for the consumer. Pokemon Go is an example of a “home” consumer content. The second is the most premium “out of home” content. For the “out of home” VR content, you have the B2C entertainment content which looks to build big expensive virtual worlds that the consumer would have to go to an arcade type place to consume for a fee. On the other hand there is also the B2B type content which has multiple applications such as medical, educational, hospitality, real estate, etc. Basically where it is needed and there is demand (vertical). In this sense the industry is going to try and capitalize on any possible application for the AR and VR content, not only entertainment. Although there will also be a lot of monetizing on innovation in the film business.

CHARACTERISTICS OF OUT OF HOME VR: There are things that you cannot do in the house with regular VR. This allows for the creation of a new market, a new form of entertainment where customer can pay to have an experience in virtual reality at an out of home location. There is a wide variety of VR, from 180° to 360° wide, mobile / cardboard apps within a room scale. The premium out of home VR allows to take a warehouse scale where you can roam around and physically engage with objects. The out of home will be based on: Social Engagement Freedom to Explore and roam around Highly Sensory Active Because the medium changes how we tell the story, VR will take storytelling from passive to active. Traditional audiovisual storytelling is based on camera, point of view (POV) and composition. Sometimes you have a computer generated (CG) camera. Then there is camera movement, the lens shots and editorial. Someone who edits the content to create the narrative structure. All t...