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Keynote: Church, State, and the Future of VR – How the New York Times is Advancing Virtual
Reality for Readers and Advertisers
Adam Aston, VP, Editorial Director,
T Brand Studio, The New York Times
PROGRAM DETAILS, ELEMENTS, CONCEPTS AND TIMING BASED ON FINAL COMMITMENT, EDITORIAL APPROVAL, AVAILABILITY AND ADVERTISER MARKETING OBJECTIVES. POSITIONING COULD BE DISPLACED BASED ON EDITORIAL JUDGEMENT AROUND SIGNIFICANT BREAKING NEWS. ALL PROGRAM ELEMENTS ARE SUBJECT TO CHANGE.
CORPORATE RATES APPLY. JA 020216.!
PROGRAM DETAILS, ELEMENTS, CONCEPTS AND TIMING BASED ON FINAL COMMITMENT, EDITORIAL APPROVAL, AVAILABILITY AND ADVERTISER MARKETING OBJECTIVES. POSITIONING COULD BE DISPLACED BASED ON EDITORIAL JUDGEMENT AROUND SIGNIFICANT BREAKING NEWS. ALL PROGRAM ELEMENTS ARE SUBJECT TO CHANGE.
CORPORATE RATES APPLY. JA 020216.!
T Brand Studio’s VR Approach
AT T BRAND, WE DON’T JUST CHECK THE VR BOX.
NARRATIVE AND VISUALS ARE EQUALLY IMPORTANT.
WE SEE VR AS AN HONOR AND A PRIVILEGE.
We’re passionate and dogmatic about the duo of
a great narrative and a compelling visual
experience.
Every film we make is an opportunity to be someone’s first VR
experience. We can set the bar for how high their expectations are.
VR is a medium unto itself, very unlike a typical
linear film. We don’t retrofit a linear idea to work in VR. If VR isn’t
the best way to tell a story, we don’t force it.
As a result, our audience and our clients benefit.
The VR Landscape | THREE BUCKETS
• Companies building hardware devices to view VR
• Companies that film or post-produce
VR
VR PRODUCTION SERVICES VR DISTRIBUTION PLATFORMS VR HARDWARE
RED = Venture Backed
• Companies building platforms to make
their (or others') content bubble up
“Virtual and augmented reality is expected to become an $80 billion market by 2025, roughly the size
of the desktop PC market today.” — Heather Bellini, Goldman Sachs Research
The Future of VR
Takeaways
2.
IT IS UP TO US TO SET THE BAR HIGH BUT KEEP
THE BARRIER TO ENTRY LOW.
3.
WE ARE BUILDING THIS AIRPLANE
WHILE IT’S FLYING… OVER THE OCEAN…
AT NIGHT.
1.
DON’T INNOVATE FOR INNOVATION’S
SAKE, INSTEAD IMPROVE ON
WHAT’S THERE.
RECOMMENDED READING
2.
Medium.com
“The Storyteller’s Guide to the Virtual Reality Audience”
goo.gl/HqWBpE
3.
Goldman Sachs
“Profiles in Innovation: Virtual & Augmented
Reality”
goldmansachs.com/our-thinking/
pages/virtual-and-augmented-reality-report.html
1.
Knight Foundation
“Viewing the Future? Virtual Reality in
Journalism”
knightfoundation.org/publications/
vrjournalism
Seeking Pluto’s Frigid Heart uses data from NASA’s New Horizons spacecraft to take you to a world 4 billion miles from the Sun. Through the data and photography collected, we’ve created accurate
extrapolations of what it would be like to stand on the surface of Pluto.