Extravaganza, a new virtual reality short film satire directed by Ethan Shaftel, leveraged Maxon Cinema 4D software and its CV-VR Cam dedicated plug-in for rendering VR content to streamline the production workflow. The film, which stars Paul Scheer (The League, 30 Rock), John Gemberling (Broad City, Santa Clarita Diet), Will Greenberg (Wrecked), and Annie Tedesco (Bella and the Bulldogs), debuted to positive acclaim at the Tribeca Film Festival’s Immersive Virtual Arcade and will make its European premiere during the Cannes Film Festival May 17-28 at the Marche du Film Next VR program.
Positron unveiled a new scent application for its Voyager cinematic virtual reality chair during a sneak peek at two-time Oscar and Grammy winner A.R. Rahman’s upcoming VR musical Le Musk at the National Association of Broadcasters convention underway in Las Vegas. Rahman is the first director to take advantage of commissioned scents on the platform.
Christie has announced that James Cameron’s Lightstorm Entertainment has renewed an exclusive, five-year agreement with the company for sharing know-how and technology to propel the future of immersive cinema experiences. “To push the boundary of digital cinema, one needs visionary, like-minded collaborators and that description fits Christie to a tee, given its long cinema heritage and impressive list of industry ‘firsts’ in the projection and visual display realms,” said Cameron. “Several years ago we began our relationship, which has worked well, so I’m pleased to be forging ahead again with Christie at my side.”
Hula Post, Hollywood, has developed an all-in-one workstation for virtual reality content creation. The workstation features stitching, stabilization, editorial, visual effects, titling, color correction, finishing and playback. It is available for lease on a short-term or long-term basis, and comes with the same 24/7/365 technical support and service that Hula provides for editing systems, media storage and networking projects.
Cognition recently completed post on Underwater, a new 360 video created by Soma Fashion Network for the HTC Vive virtual reality system. The facility’s engineering team designed a custom workflow that allowed senior colorist Mike Eaves to grade the video in real time and view the results in 360-space. The groundbreaking process paves the way for other VR projects and keeps Cognition at the forefront of the new medium.
Primestream has introduced Virtual Reality/360 asset management support in Xchange Suite, for workflows from capture through delivery. These new features enable storytellers and content creators to produce and store VR/360 content while leveraging collaborative workflows in a metadata rich environment.
The makers of the Jaunt One camera have expanded their rental program. Abel Cine in New York is the latest company to offer the camera for rent. The camera can also be rented from Radiant Images in Los Angeles.
Margarita Mix, a FotoKem company, has expanded into the virtual reality arena with the addition of 360-degree sound rooms at their facilities in Santa Monica and Hollywood. Whether it’s creating sound design, mix and final print masters for VR video, or remixing current spots for a full-surround environment, Margarita Mix now offers producers and content owners high-quality sound solutions for the professional VR market. The new capabilities augment the full array of premium audio services for studios, networks and production companies offered at Margarita Mix.
There is a huge push for haptic advertising. Simply put, to add nuanced tactile effects to simulate a realistic feeling to 360 virtual reality content: the shaking of a martini glass in a Stoli ad; the power of the engine in a Peugeot ad and the flickering of lights in the American Poltergeist trailer. These are a few of the ways that haptic advertising has been utilized using Immersion’s Touchsense Design Cloud. Starting in 2014, Stoli was the first to break the ice, so to speak, with the first tactile ad. Now 554 mobile apps and 481 tablet apps on the Opera Mediaworks network have the capability to run haptic ads. These ads have the potential to reach 14.9 million total impressions, 4.2 million unique viewers
Futuresource Consulting recently hosted its latest New Content Horizons event, #Newcontent2016, in Hollywood. There, a group of entertainment industry executives explored business opportunities across the home entertainment and broadcast arena. The importance of content was discussed together with cutting edge services, platforms, hardware and technologies, with the goal of projecting a collective vision of the future digital entertainment landscape.