Movie theater chains like IMAX have announced plans to open VR lobby experiences, and then there’s the Venice-based Awesome Rocketship which is marketing a kind of plug-and-play VR installation both here and abroad. That’s their G8 configuration in the image at the top of this post.
AMD also announced significant steps to expand the availability of premium VR experiences through new collaborations with Awesome Rocketship, Howie’s Game Shack® and VRrOOm. The agreements will leverage AMD’s world-class hardware and software to drive new and exciting VR installations in malls, cinemas, i-cafés and other retail locations, providing new revenue opportunities for venues, expanded distribution opportunities for content creators, and incredible new entertainment experiences to consumers.
‘VR Enclosure’ – The DOE sector is playing host to the development of stand-alone enclosures, comprising VR experiences, being either multiple VR Game platforms, or modified VR station experiences. Enclosed in a self-contained package, these systems are able to be installed in a wide variety of locations (from shopping malls, cinema lobbies and family entertainment centers), as seen with the newly launched VenueVR Gateway system from Awesome Rocketship. This approach is also open to application with new VR platforms for eSport application, the hardware’s versatility sees these enclosures used as short-term (pop-up) experiences.
Awesome Rocketship’s CEO Jim Stewartson confirmed that the potential for location-based VR is effectively unlimited. “We consider any location with existing foot traffic and a bit of excess or underperforming floor space to be viable. As a single example, there are about 150,000 movie screens in the world, roughly split in thirds between EMEA, the Americas and Asia. Almost all of these theaters are potential distribution points for VR content”.
Though demand is rising as virtual reality technology evolves, analysts agree that it's unlikely that most people will have setups in their homes in the next five years. For investors, the best course may be to focus on companies that are positioned to benefit from a coming VR boom and have businesses that can generate revenue in the meantime. These include semiconductor maker Advanced Micro Devices, which recently partnered with start-up Awesome Rocketship to create the VenueVR Gateway, a pod that incorporates both a headset and a motion-controlled platform to allow users to experience VR. The hope of companies like Awesome Rocketship, explains Galen, is that out-of-home offerings like VenueVR will be to virtual reality what nickelodeons were to film and television.
At VRLA, AMD announced that they’re bringing VR demos to the masses in public spaces like malls and movie theaters in partnership with Awesome Rocketship. In order for VR to be successful, AMD is helping to support initiatives to make VR more accessible for consumers to try. AMD also announced the least expensive VR-ready PC that meets Vive’s and Oculus’ minimum specifications with the CYBERPOWERPC Gamer Xtreme VR for $720 now available on Amazon.
Roy Taylor, vp of VR content alliances for tech developer AMD’s Radeon Technologies Group, estimated that roughly 500 VR entertainment experiences are in development, as a cost anywhere from $100,000 to $2 million per project. “But what everyone wants to know is, when can we sell tickets?" he said.
Taylor believes the answer to this question can come from companies looking to offer paid content in public venues. In particular, he cited Awesome Rocketship, a startup that made its debut at VRLA with a plan to distribute VR content via viewing "pods" that the company aims to install at movie theaters, shopping malls and other public venues.
Awesome Rocketship’s CEO Jim Stewartson said that to do this, it aims to license VR programs from studios – he said these discussions have started — as well as independent developers, or possibly come on board as a partner or co-producer. In some cases, the VR offered at a cinema might be an extension of the feature presentation itself.
Following that, Advanced Micro Devices AMD +2.28% (AMD) came onstage to make two major announcements, they announced a $683 Cyberpower PC available on Amazon.com AMZN +0.35% and a partnership with Awesome Rocketship to build VR experiences in movie theaters as supplementary experiences to the actual films.
This last announcement in my opinion was probably one of the biggest announcements at the show, because it signified that next step of VR where Hollywood starts to get seriously involved. Sure, the likes of Stephen Spielberg, Robert Stromberg and other A-list Hollywood directors are starting to get onboard with VR, but there needs to be a revenue opportunity right now until the industry starts to adopt VR as a medium for blockbuster movies. Studios can use these supplementary VR experiences to generate additional revenue for themselves and the movie theaters while also strengthening the branding, narrative and emotional connection that viewers have with the film.
[Roy] Taylor took the show as an opportunity to introduce another option in the form of a pod called the VenueVR Gateway. made by Awesome Rocketship, the concept is simple: a station with a motorized platform, haptic feedback, and integrated computer that can be used to power high-end VR gaming, with various configurations allowing sit-down, stand-up, or full room-scale experiences. The hope is that by offering an easy way to deploy pay-per-play VR stations, the industry can piggyback on top of movie theaters and other venues to create a profitable market for virtual reality developers nearly overnight.
AMD partnered with the folks at Awesome Rocketship to deliver something just like that. It’s a product from Awesome Rocketship called VenueVR Gateway. During VRLA, Roy Taylor, Corporate Vice President of Alliances at AMD, unveiled the unit while giving an onstage presentation. Taylor introduced it during a presentation: “The world’s first, North American-based, location, VR pod. We are so proud and so delighted to be working with the team at Awesome Rocketship. I cannot wait to see this in theater lobbies, shopping malls, and anywhere that people get together.”
