The movie "The City of Philharmonic" allows people to see the more realistic side of Hollywood's gorgeous appearance. As the birthplace of the world's most imaginative and creative entertainment, Hollywood is quietly brewing the next upheaval.
Make VR content "media library"
The latest addition to the VR club is entertainment giant IMAX. IMAX has set up its first IMAX VR center in Los Angeles, equipped with 14 future experience stations and 18 HTC ViveVR helmets. IMAXCEO Geerfang said: "The IMAX VR center looks like a movie panel. It will show which movies are released and their timetables. Each experience takes about 10 minutes and the fare is 7 to 10 US dollars. In the future, the center will also It will become a platform for VR video experience."
Geerfang said that by the end of this year, the VR center will be established in China, the United Kingdom, New York, Los Angeles and another California city. Although the VR center is still a pilot project of IMAX, he said: “Before the end of this year, we will decide whether we are investing a lot of money or a small amount of money in VR. We are not gambling, but we are weighing the pros and cons if this pilot project Proven to be successful, people will see thousands of such VR experience centers in the future."
IMAX has worked with Disney and Sony on offline VR for certain films, such as "Fantasy Forest" and "The Walk." In "Captain America 3" released last year, the new generation of 2D digital camera shooting technology developed by IMAX and ARRI has been exposed for 17 minutes.
The content production company in Hollywood began to consider how to create a brand new viewing experience for fans of the public from a few years ago. For this reason, they have developed cutting-edge VR technology to better create content. Compared to VR hardware technology, content is a bargaining chip for Hollywood.
In order to create theater-level VR video content, Disney invested heavily in VR startup Jaunt. Sources revealed to reporters that Jaunt is in D-round financing. Previously, Jaunt has received more than 100 million U.S. dollars in financing, including Disney and the Chinese Cultural Media Fund (CMC). In 2015, C's round of financing reached 66 million U.S. dollars.
Founded in May 2013, Jaunt is a VR platform that integrates 360-degree camera hardware technology and App software development, but the purpose of Disney's Jaunt investment is obviously not only to value its technology, but to hope that it will become its own future. Media Library".
In the past few months, this company based in Palo Alto, Silicon Valley has positioned itself as a "media company" rather than a "technology company" on multiple occasions. The aim is to provide VR content for large companies such as Google, Facebook, and Sony. To this end, Jaunt, like the Hollywood movie studio, started making short films and game entertainment content that can be watched through head-up displays, gamepads, and other devices.
Jaunt China CEO James Fong, who was appointed in August last year, has extensive media channel experience and has worked at Microsoft, NBA, Amazon and Oriental DreamWorks. In an exclusive interview with reporters, he said: “Jaunt China is using Jaunt US technology and equipment to produce content, including a travel documentary about wine that is going to be shot in France.†He also revealed that he is working with Amazon.com (Amazon web Cooperate to store more content in the cloud, and actively distribute content produced by global partners to China through SMG's channels.
At the end of last year, Fox Films signed a VR video production agreement with Felix and Paul, a VR studio in Montreal, Canada. The latter will create VR video content for Fox, which is based on Fox movies and movie characters. Felix and Paul had produced a VR game based on the movie "Jurassic Park" in 2015, which has a great response. Since then, the company has received $6.8 million in investments from companies such as Comcast, and Comcast owns Universal Films and CNBC.
China "forward" the United States "backwards"
Although VR is still a brand-new field in the world, China is regarded as the most promising market for VR development. Thousands of VR experiences have mushroomed to provide a good environment for Hollywood companies. The Virtual Reality Company, founded by Hollywood film director Robert Stromberg and film producer Gary Primus, also came to China to seek opportunities. Last year, Stromberg shot a 20-minute VR version of the film "Mars Rescue," which was produced by Foxfilm.
“There are two main differences between the VR market in China and the United States. One is the diversity of the audience. The Chinese audience is very 'forward'. They take a positive attitude towards VR and hope to be able to integrate, but the Americans are' Behind the ', they just want to sit on the sofa, wear head-mounted equipment to watch quietly. So the 360-degree viewing experience will be more market in China." James Fong said, "The second is capital, in The investment in the VR field in the United States is mainly driven by large technology companies such as Google and Facebook, but capital is still waiting for the market to mature in China. This is a gap. I hope it will gradually shrink.
According to the consulting company Canalys, in the sales of more than 2 million VR helmets worldwide last year, Rift’s shipments were about 400,000 units, indicating that VR technology is still at an early stage. Oculus recently shut down its more than 200 experience stations, which may also reflect the fact that VR has not yet attracted the interest of mass consumers. Gartner analyst Brian Blau said: "The maturity of VR technology has not reached the level of large-scale popularization, but it will take 1 to 2 years to cultivate markets and consumers."
Ben Wood, chief researcher at CCS Insight, said: "The cost of VR head-display equipment will be greatly reduced, and the match between equipment and mobile phones will be more convenient, and these conveniences will make VR an ideal entry point for ordinary consumers."
“The popularity of VR in entertainment venues, theme parks and movie theaters, car showrooms, travel agencies and other places is aimed at educating consumers to 'watch and book' first, and also have the potential to educate them on technology,†said Wood.
Although the development of VR is a leap, AR will not become mainstream until 2019. "Although some trials have already begun, it seems that the AR equipment is not ready for deployment in large numbers. It is estimated that the sales of AR equipment will only reach 100,000 units in 2016." Wood said, "The opportunity to focus on business users and the vertical market means With a longer sales cycle, it is also a very complex challenge to integrate AR into an environment that meets its working principles.â€
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