TBI: Why it’s time for creators to get immersed in VR

With Apple TV+ recently adding immersive originals to its lineup, Mark Layton delves into the opportunities, financial models and potential return on investment for producers that make the quantum leap into VR content.

Virtual reality and immersive content have, for the best part of a decade, remained largely within the province of gamers and exhibition attendees. But there are changes afoot that signal new opportunities on the horizon for producers, particularly of factual content, who are willing to venture into the third dimension.

Streaming service Apple TV+ revealed in January that it was adding a selection of original immersive programming, specifically for its tech giant owner’s new Vision Pro mixed reality headset. Its initial line-up includes Prehistoric Planet Immersive, a short film based on the existing Apple TV+ dinosaur show from Jon Favreau, and Atlantic Productions’ Adventure, which allows viewers to experience footage as though they are joining extreme athletes in remote locations.

Disney+ is getting in on the action too, with some ‘environments’ based on locations from IP such as Star Wars, Monsters Inc and Marvel’s Avengers to explore, as well as some more straightforward 3D versions of movies like Elemental and Encanto. Mouse House CEO Bob Iger enthused on the ability of the Vision Pro to bring viewers closer than ever to Disney content.

However, as big a step as this might be for Apple TV+, even its new originals remain in 180-degree 3D 8K – resembling something closer to a more traditional TV viewing experience. But some producers have been working with fully 360-degree productions for some time now, transporting viewers right into the middle of their shows and documentaries.

There are advantages and, crucially for some, unexplored revenue streams available once they take that step into virtual reality….

Published by Mark Layton on March 5, 2024 on tbivision.com