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The Current State of Virtual Reality
Phil LelyveldEntertainment Technology Center @ USC
School of Cinematic Arts
4/20/16
Founded 1993 by George Lucas
Adamantly neutral•Discussions•Collaborations•Research•Coverage
Agenda
1. The AR – Reality – VR continuum2. Use cases, markets3. Tech; cameras, audio, stitching and distribution4. Story; (visual, audio, UI), experience, social5. Different ways to experience VR; what to build to? 6. Business model(s), ROI7. Skill sets, learning, participating8. In Conclusion
In Augmented Reality, the world that you would normally see if you walked down the aisle without the screen is being augmented – enhanced, supplemented, added to - with additional data and experiences.
In Virtual Reality you are virtually – nearly, almost – but not really there in the grocery store aisle.
RealEnvironment
AugmentedReality(AR)
VirtualReality
Spatial Real World Immersive Virtual World
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TheAR– Reality– VRContinuum
RealityPlus
RealEnvironment
AugmentedReality(AR)
VirtualReality
Spatial Real World Immersive Virtual World
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TheAR– Reality– VRContinuum
IntotheStormVRExperience
RealEnvironment
AugmentedReality(AR)
VirtualReality
Spatial Real World Immersive Virtual World
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TransitionalMixedRealityBlendedReality
TheAR– Reality– VRContinuum
Agenda
1. The AR – Reality – VR continuum2. Use cases, markets3. Tech; cameras, audio, stitching and distribution4. Story; (visual, audio, UI), experience, social5. Different ways to experience VR; what to build to? 6. Business model(s), ROI7. Skill sets, learning, participating8. In Conclusion
Goldman Sachs breaks VR/AR together into
9 markets
1/13/16
2025 Marketbase case
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AugmentedAndVirtualRealityToHit$150Billion,DisruptingMobileBy2020,Digi-captial,4/15
$30B$120B
0 10 20 30 40 50 60 70
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64% Exam items when shopping online62% VR Maps
57% Movies that surround me57% Tech support with all-angle views
55% Watch sports from any angle54% Laptop games that surround me54% VR home office
52% Smartphone games with 360 view52% VR meetings with participants around me
49% Smartphone VR viewer like Google Cardboard48% Sports practice in realistic VR
33% VR dating service
VRactivitiesthatinterestsmartphoneusersworldwide
Source:EricssonConsumerLabs, “10HotConsumerTrends2016,”Dec.8,2016(n=6,649,ages15-69)
Toms Shoes on Abbott Kinney in Venice, CALA Times, 4/10/16
How retail stores are using virtual reality
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FashionandRetail
StoryExtension
Director Robert Stromberg created a 15-25 minute 3D VR compliment to Ridley Scott’s The Martian
Six Flags and Samsung partner to add VR to roller coasters this summer
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News
DesMoinesRegisterAddsVRtoNewsReporting
Source:DesMoinesRegisterAddsaBitofVirtualRealitytoNewsReport,WallStreetJournal, 9/22/14
VRFarmincludestext,image,videoNewsstoryrevealedbywandering
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ImmersiveJournalism
TheDisplaced(NewYorkTimesandChrisMilk,VRSE)
WavesofGrace(ChrisMilk,VRSE)
Concertsandevents
19Vantage.TV VRlive-castingfromCoachella2016
Concerts
Sports
213/31/16
RocketLeague– LegendsofGaming
Endomel
TeamsReal
gameplay screens
Compositedgameplay screensSuspended
host
VRTalkShow
TheFooShowguestgamedeveloperstakeyouinsidetheirgames
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TravelandTourism
HR&Recruiting
GeneralMillsFacilitiestourforjobrecruits
ConsumerEducation
VRQuiz:Whatinfotocaptureafteranaccident.
Agenda
1. The AR – Reality – VR continuum2. Use cases, markets3. Tech; cameras, audio, stitching and distribution4. Story; (visual, audio, UI), experience, social5. Different ways to experience VR; what to build to? 6. Business model(s), ROI7. Skill sets, learning, participating8. In Conclusion
NextVR 3603DRig6RedPro6Kcameras60fps
Jaunt32K(16Kpereye)120fps
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VRCameras
Algorithmic 3D
Captured 3D
VRCameras(consumermkt.)
Samsung 360
Bublcam from Bubl
Kodak SP360
Ricoh Theta
GiropticNikon KeyMission 360
4fisheyelenses,4mikes,4Koutput, 30secdelay,~$3,600
Orah 4i live-streaming Prosumer VR camera from VideoStitch
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Stitching
Stitching
FromtalkbyAnrick Bregman
Stitching
StandardVRcamerarigscanhavebuilt-institchingsoftwareFromtalkbyAnrick Bregman
Solvingproblems
Greenscreenhelmetontoheadlesstorso.
Headbouncesdifferentlyfrombody. FromtalkbyAnrick Bregman
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Wild– TheExperience,VRshortfromFox(ReeseWitherspoon,LauraDern)
Sound
BinauralAudio
3Dio
Ambisonic Audio
TetraMic
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Wild– TheExperience,VRshortfromFox(ReeseWitherspoon,LauraDern)
SoundAudiobreakdown• Livespatialaudiocapture• Miked audioandspatialpositioning• Audiowithnoposition(musicscore)
Deluxe Launches VR Unit to Facilitate Industrial-Scale Virtual Reality Productions
Deluxeassembledateam ofspecialistsfromboththeworldofvisualeffectsandvideogameproduction.
Variety, 4/11/16
Agenda
1. The AR – Reality – VR continuum2. Use cases, markets3. Tech; cameras, audio, stitching and distribution4. Story; (visual, audio, UI), experience, social5. Different ways to experience VR; what to build to? 6. Business model(s), ROI7. Skill sets, learning, participating8. In Conclusion
Dr.Suess – visuallybusyallaround
HaveareasontodoVR!Whycreate360o ifthereisnothingtoseein270o?
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Camera-capturedVRLockedtocamerapositionTheDirector’sJourney
ComputerRenderedVRFreetowander(Storyworld)
Subtlecoercion
Decision
MixedRealitySphericalcaptureliveandinsertintoCGI
Lytro Cinemalight-fieldcameraCinemaframetoday,volumetricVRinthefuture
Everypixelhascolor,direction,x/y/zpositioninfoEveryobjectcanbeseparatedfromitssurroundings– greenscreen755RAWmegapixel40Kresolution,300FPS, 400Gbpsofdata
TheCameraisYourAudience’sHead!!!
We don’t see shaky-cam when we run
The world doesn’t tilt when we tilt our heads
We see the world differently sitting and standing
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Presence
IntotheStormVRExperience
SamsungEntrim4DHeadphonesGalvanicVestibularStimulation(GVS)
GVS uses tiny electrical impulses to stimulate your vestibular system into thinking you’re moving when you’re not.
Entrim 4Dhasbeendeclared“safe”,- 1500humanguineapigs,- 30‘movementpatterns’ 3/24/16 Demo at SXSW
LanguageofVR
Content
UserInterface(UI)• Controls• Information
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HeightenedSenseofEmpathy
HenryOculusStoryStudio
7/28/15
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HeightenedSenseofEmpathy
3D facial expressions evoke stronger emotionsthan their 2D counterparts
due to the illusion of non-mediationSource: 11/24/15 research from Aalto Univ. & Univ. of Helsinki
“Hunger”(VirtualFoodBank)byNonny delaPena50
Agency
TheultimateVRexperiencewillbeastorythatknowsyouareinthestory.
MarkBolas
You are in a snow stormYou must get warm in 5 minutes or you will die
Audio is a key ‘presence’ componentPlayers ‘feel’ colder as they playYour body moves slower as time goes on
Languagestory telling + engagement design elements
From “Storm” by Andrick Bregman
VirtualRealityBlends
LiveAction
ComputerGenerated
Social
WorldBuilding
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SocialVRmaybeVR’skillerApp…peoplewanttoshareexperienceswithothers…
BusinessInsider,7/20/15
SocialVR
Facebook'sSocialVRCouldBeTheKillerAppForVirtualReality
SocialVR
Agenda
1. The AR – Reality – VR continuum2. Use cases, markets3. Tech; cameras, audio, stitching and distribution4. Story; (visual, audio, UI), experience, social5. Different ways to experience VR; what to build to?6. Business model(s), ROI7. Skill sets, learning, participating8. In Conclusion
DifferentwaystohaveaVRexperience
MagicWindowCellphone-basedviewer(Cardboard,GearVR)
HeadMountedDisplay(HMD)GroupVR/Location-basedVR
Google Cardboard SDK supports spatial audio
What to build to?
HeadMountedDisplayTechnicalTargets
4K-8Kresolutionpereye
>90framespersecond
<20mseclatency
2200 fieldofview(FOV)
VirtualRealityHMDpriceversusmarketsize
Agenda
1. The AR – Reality – VR continuum2. Use cases, markets3. Tech; cameras, audio, stitching and distribution4. Story; (visual, audio, UI), experience, social5. Different ways to experience VR; what to build to?6. Business model(s), ROI7. Skill sets, learning, participating8. In Conclusion
Research on VR and memory retention needed!•VR appears to trigger strong memory retention•Some people recall VR experiences as real memories
FinancingVR• Budgets– advertisersdon’tseethevalueyet;noinstalledbase,nometrics/ROI
Time Warner and Nielsen Will Study How Virtual Reality Affects the Subconscious
By measuring eye-tracking, facial movement, heart rate and brain activity to better understand how consumers think and feel
at a deeper level
LA-based ImmersvLaunches
Video Advertising Platform for
Virtual Reality Apps
In-VRAdvertising
Stare at an ad to unlock bonus features
VirtualRealityFilmHousePenroseStudiosRaises$8.5Million3/10/16
UTA will work with Secret Locationu to expand its business in both non-traditional and
traditional mediau to advise on its social and digital media strategy
UTA Signs Digital Content Studio Secret Location
Source: Hollywood Reporter, 10/20/15
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Agenda
1. The AR – Reality – VR continuum2. Use cases, markets3. Tech; cameras, audio, stitching and distribution4. Story; (visual, audio, UI), experience, social5. Different ways to experience VR; what to build to?6. Business model(s), ROI7. Skill sets, learning, participating8. In Conclusion
Extend existing production and distribution skills and tech
Learn aboutUI designSpatial audioGame engines and game mechanics
http
://gl
obal
cine
mat
ogra
phy.
com
http://www.virtualrealityla.com
VRLA VROC VRSV VRDC VR__
Agenda
1. The AR – Reality – VR continuum2. Use cases, markets3. Tech; cameras, audio, stitching and distribution4. Story; (visual, audio, UI), experience, social5. Different ways to experience VR; what to build to?6. Business model(s), ROI7. Skill sets, learning, participating8. In Conclusion
Modern era consumer VR is <3 years old
New art form and communication tool
InVRstorytelling,theinherentlimitationsofgamingdon’tapply.WeneedtobringcinematicvisualandaudiocraftspeopleintothisfieldParaphrasedfromconversationwithJacquelineBosnjak,CEO,QDepartment
Consumersbuyexperiences,nottechnologiesPLelyveld@ETCenter.org
VirtualRealitySummit
1:30– LiveStreamingVR2:30– TheBusinessofVR3:30– VRAudio
PLelyveld@ETCenter.org
81
Thank youPhil Lelyveld
Entertainment Technology Center @ USCSchool of Cinematic Arts
PLelyveld@ETCenter.org
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