{"id":614,"date":"2016-09-06T12:00:21","date_gmt":"2016-09-06T12:00:21","guid":{"rendered":"http:\/\/live-thx-www-0.pantheonsite.io\/?p=614"},"modified":"2020-05-31T03:44:24","modified_gmt":"2020-05-31T03:44:24","slug":"future-vr-non-gaming-entertainment","status":"publish","type":"post","link":"https:\/\/www.thx.com\/blog\/future-vr-non-gaming-entertainment\/","title":{"rendered":"The Future Of VR and (Non-Gaming) Entertainment"},"content":{"rendered":"\"\"\n\nMixed-reality entertainment shines bright<\/strong>\n\nYou have probably noticed the lottery-winner level of investment money being showered on VR technology. Aside from the simple fact that these devices are \u201ccool,\u201d one of the reasons they are getting such a disproportionate amount of press (and cash) is because they hold the promise of creating an entirely new form of personal, and personalized, entertainment. You slip on a head-mounted displays (HMD for short) and are transported to a hyper-fantastic (and\/or realistic) world that blends gaming, film and audio into one revolutionary experience.\n\nCommercial record labels and film studios have been fighting to maintain their dominance in an ever-increasing competitive market for your entertainment dollar. The promise of a rebirth steeped in the history of their core businesses is an opportunity difficult to ignore.\n\nThere have been many attempts to build a commercial VR business over the past 20 years, but (up until recently) the user experience fell far short of user expectation, so the technology was relegated to expensive military simulators and clunky arcade systems. If you had the chance to play with these systems, you\u2019d probably think they were fun, but not \u201coh my god I have to have one\u201d fun. When Google introduced Google Glass, its augmented-reality product, the hype was deafening. However, it quickly fell out of favor when the futuristic style of the device didn\u2019t deliver a revolutionary experience, nor did it gel with the fashion trends of the day. Some have compared Google Glass to Apple\u2019s Newton, which was an expensive failure for Apple. Yet as history has proven, Apple was simply ahead of its time.\n\nWith the recent launch of the high-end Oculus Rift and the HTC Vive (along with mobile-friendly Oculus Gear and Google Cardboard) the stage was set for the development of some truly revolutionary products collected under the nom-de-plume \u201cmixed reality\u201d (MR). MR is the convergence of rendered \u201cother world\u201d game-centric programs (VR), but realized in devices that project realistic 3D objects synced into the physical world. The first wave of these devices will come from companies like Microsoft (Hololens), Magic Leap, Meta, ODG and others. The hardware will be powerful enough to scan your physical space to both gauge the spatial depth of the objects and to identify the placement of furniture and other items, and then render artificial objects seamlessly in the environment, perfectly blending the real and the unreal.\n\nIt is inevitable that MR will eclipse both VR and AR, as the only difference between the two will be what mode the user selects\u200a\u2014\u200aa blacked out virtual world or mixed virtual\/real one. Add to this the ability to wrap these experiences in a layer of multi-person, real-time communication and one will find it difficult to determine where the \u201creal\u201d world ends and the expanded one begins.\n\nLet\u2019s look at a few examples entertainment experiences that will be possible:\n\nNote: I\u2019ve intentionally not addressed the future of gaming. The epicenter of VR development is in the commercial gaming realm and gaming will lead the rest of the entertainment industry into these adjunct opportunities.<\/em>\n\nVIRTUAL CONCERTS<\/strong>\nImagine being at your favorite outdoor festival. You hear the roar of the crowd, the cheers from the audience and, with perfect clarity, you hear the music surrounding you. You\u2019re standing in a circle with your closest friends \u2026 chatting, high-fiving and singing along. In reality, though, you\u2019re standing in your living room.\n\nSCAVENGER HUNTS<\/strong>\nPok\u00e9mon Go introduced the mainstream to a very primitive version of AR. The ultimate version of this kind of \u201clocate and catch\u201d game is when you are always in the \u201creal world\u201d mode and the creatures, instead of being layered in 2D over a live image, are, instead, inserted in 3D into the environment. They are approachable. They react to your voice and your movement. They can hide behind objects and you can walk around to find them. You can interact with them\u200a\u2014\u200atalk to them, play with them, chase them, etc.\n\nTHE ULTIMATE CINEMA<\/strong>\nRight now the best cinema experience is a PLF (premium large-format) theater. IMAX is the best-known brand, but there are many others. The best theaters have a massive surround sound system, luxury seats and maybe even haptic feedback devices (the seat rumbles, hot air is pumped at you, etc.) In the near future, you\u2019ll be able to have this type of experience in your home (though you\u2019ll have to pop your own popcorn). You slip on your HMD and a massive screen with crisp video reveals itself to you. The movie starts and you are surrounded with superbly rendered 3D audio\u200a\u2014\u200afootsteps appear behind you, helicopters fly overhead. You can feel the earthquake when the transducer strapped to your back shakes and the heat of the dragons breath when the haptic controller blows hot air at you in sync with the video.\n\nIt\u2019s going to be a wild ride. Get ready to visit the metaverse.\n\nby Jason Fiber, Head of Business Products at THX<\/strong>\n\n###\n\nJason Fiber is head of business products at THX, where he oversees the global deployment of B-to-B software with a focus on improving audio and video experiences across media consumption markets. He was previously president and founder of Audio Rover, a multi-faceted digital media entertainment company and the parent company to independent record label Superfecta Recordings and online retailer The Ideal Copy.<\/em>\n\nOriginally published: Twice Magazine 9\/06\/2016<\/a>","protected":false},"excerpt":{"rendered":"Mixed-reality entertainment shines bright You have probably noticed the lottery-winner level of investment money being showered on VR technology. Aside from the simple fact that these devices are \u201ccool,\u201d one of the reasons they are getting such a disproportionate amount of press (and cash) is because they hold the promise of creating an entirely new […]","protected":false},"author":10,"featured_media":615,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[25],"tags":[],"acf":[],"yoast_head":"\nTHX - The Future Of VR and (Non-Gaming) Entertainment<\/title>\n<meta name=\"description\" content=\"A look at a few examples entertainment experiences that will be possible as MR eclipses both VR and AR\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.thx.com\/blog\/future-vr-non-gaming-entertainment\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"THX - 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