MPC LA and shots Host VR Roundtable Event

Yesterday [September 14] shots and Technicolor company MPC Los Angeles hosted a roundtable event during which virtual reality was put under the microscope by 10 industry experts.

The discussion, which took place at MPC LA's new office space in Culver City, examined where VR currently sits in the creative advertising space, the opportunities it can bring clients as well as the issues it faces to gain more traction with consumers.

During the course of the 90 minute discussion the panel debated questions such as how filmmakers need to understand that when shooting in VR "you're not crafting frames, but crafting worlds" and that everyday sees new leaps in the field and that the evolution of VR is rapid; "with VR," stated RSA's Jen Dennis, "we're moving in dog years". Deutsch LA's Winston Binch pointed out that, with current advertising trends, "empathy is the new engagement" and VR offers amazing empathy. 

Covering the various hardware available to users, how the art of storytelling differs in VR to traditional filmmaking, whether VR is past the point of being seen as a fad and when clients should and shouldn't utilise VR, the roundtable was a thorough examination of the realm of virtual reality.