NATPE and CTA Say Hollywood Sees Virtual Reality as Game Changer

/ Jan 8, 2016

CES Virtual Reality

Hollywood is passionate about virtual reality (VR) and thinks it’s likely a game changer, but creators have some nagging issues with the medium.

That’s the big takeaway from a new joint VR research study by the Consumer Technology Association (CTA) and the National Association of Television Program Executives (NATPE), released today

Part of an ongoing multi-year partnership between the two organizations, the study drew its findings from 16 in-depth interviews with content creators. It was presented yesterday during a panel session at the CES 2016 in Las Vegas.

“The future of VR is dependent on quality content and, with this study we wanted to provide a more comprehensive look at Hollywood’s attitudes on the many opportunities and challenges this technology faces,” said NATPE President and CEO Rod Perth in a statement. “This study presents a snapshot of the types of genres that could be adapted to this dynamic technology but also offers a realistic picture of its limitations.”

Creators had questions about generating a sustainable model for content creation, establishing a clear pathway to monetization and determining the endurance cap for sustained viewing that will affect long-form storytelling.

Gaming is commonly seen as the best application for VR. Content creator participating in the study identified horror as the next best medium for the technology. Other possibilities mentioned included live sporting events and concerts.

When queried about the greatest potential obstacles for mass adoption of VR, study participants pointed to the challenge of comfortably wearing a headset for extended lengths of time, technical issues with filming the content, the availability of quality content and the solitary nature of the VR viewing experience.

Curious to know what has happened in the last year in VR-related news? Check out our VR Feed.

Participants said they thought this would be a big year for VR with high-end devices like HTC Vice, Oculus Rift and PlayStation VR all being rolled out into the consumer market, and CTA’s research backs them up.

CTA expects unit sales of VR headsets to increase by 500 percent in 2016, reaching 1.2 million units sold, and total revenues are projected to reach $540 million – a 440 percent increase.

NATPE will revisit the issue with the panel discussion “What’s Real About Virtual Reality? Demystifying VR for Storytellers and Brands” on the first day of NATPE Miami 2016, which is scheduled to be held at the Fontainebleau and Eden Roc Miami Beach resorts from Jan 19 to 21.

At the Intersection of Hollywood – What are the VR Possibilities?

Tags: , ,


  • Bree Brouwer

    There’s no harm in trying new things with VR for a bit. If it doesn’t work out, that’s just the nature of a new industry. Personally, it seems like VR could offer a lot of opportunity for Hollywood, like behind-the-scenes content, making-of featurettes, etc.

AwesomenessTV Logo Awesomeness

AwesomenessTV Targeting British Youth with ITV Deal

 
American Crime Story FX Netflix

Netflix Gets ‘Blame,’ ‘American Crime...

 
Verizon Yahoo

It’s Official: Verizon Buying Yahoo for $4.83B in Cash

 
Tiesto

Summer Music Festivals and Branded Content

 
Industry Tickets Selling Fast!
Click above to lock in your registration for VidCon 2015!
 
Al Roker

Roker Media Partners with HooplaHa on Live Streaming Originals Slate

 
Campus Insiders Twitter

Twitter to Live Stream 300 College Sporting Events via Campus...

 
Comic-Con Logo

Circa Teams with Defy Media’s Clevver for Comic-Con Coverage

 
International Drone Racing Association ESPN

Drone Racing Gets Dedicated Streaming Channel Drone TV

 
DavidLoker_VideoInk_300x250

Amazon and Netflix Alum David Loker Heads to Ayzenberg

 
AndrewGraham_VideoInk_300x250

CAA Grabs Andrew Graham from Big Frame; Retains Clients as Agent Rep

 
Machinima Logo

Machinima Takes China with Sohu Partnership

 
Periscope is Twitter's live-streaming video app

Periscope Adding New Watch and Discovery Features

 
Transformers Combiner Wars Machinima

Machinima Reveals Voice Cast & Trailer for...

 
AmazonBox

Amazon Unveils 2016 Comedy Pilot Season

 
Ana Kasparian The Young Turks

The Young Turks’ Ana Kasparian Talks Puke, Vitriol &...

 
Algorhythm New Form Digital Above Average Craig Benzine WheezyWaiter

What Above Average Plans to Do with $15M in Funding from Turner...

 
Adam Sandler Ridiculous Six Netflix

Adam Sandler Teams with Oscar-Winner Jennifer Hudson for Netflix...

 
VideoAd_1

Video Is Not The Answer (But Great Video Might Be)

 
Twitter

Twitter and NBA Partner on Two New TV-Style Shows

 
BuzzFeed Tasty

BuzzFeed’s ‘Tasty’ Stays Atop Cross-Platform...

 
Reelio Logo

Reelio Greenlight Serves Up Brand-Ready Influencer Project Database

 
Kalel Kin Community

Kin Community Coming to Australia

 
Internet Creators Guild

Is Hank Green’s Internet Creators Guild a Fair Deal?

 
Netflix_new

Netflix Disappoints with 1.68M Net Subscriber Adds in Q2 2016

 
Star Trek Logo

New ‘Star Trek’ Series Going Boldly with Netflix...

 
Pokemon Go

The Week In Branded Content

 
Popsugar

Popsugar Partners with ABC for Political Convention Coverage

 
Moms With Attitude Awestruck

Awestruck Bringing the World More ‘Snooki and JWOWW: Moms...

 
SUPER_HIGH_SCORE_STONED_POKEMON_Merry Jane

Merry Jane Throws Stoned Pokemon Party on ‘Super High...

 
Emmys

Netflix Grabs 54 Emmy Nominations, Amazon Scores 16

 
Emmys_VideoInk_300x250

FULL LIST: Inaugural Short Form Emmy Nominees

 
Catastrophe Amazon

Amazon Invites ‘Catastrophe’ for 2 More Seasons

 
VidCon 2016 2

5 Things I Learned at VidCon 2016

 
Boondoggle ABC Ty Burrell

ABC Revamps Streaming Service with 7 Original Short-Form Series...

 
BitTorrent News

BitTorrent News to Debut with Republican Convention Coverage

 
YouTube Money

YouTube Touts Anti-Piracy Efforts as Per-Stream Payments to...

 
Outstream Video Sublime Skinz

Why Outstream Video is Going to Drive the Video Market

 
Netflix acquires three new indie flicks

Netflix Price Increases Won’t Scare Away Many Subscribers,...

 
Sickhouse Idigenous Media

Indigenous Media Returns to ‘Sickhouse’ for Sequel

 
Uninterrupted

LeBron James’ Uninterrupted Adds Gotham Chopra as...