VR movie-watching: Cinema in cyberspace

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  Quantumrun Foresight
• October 2, 2024

Insight summary

Virtual reality (VR) movie-watching is gaining traction as a unique entertainment experience. As interest in VR grows, it presents both opportunities for new content and challenges related to comfort, health, and privacy. As it evolves, this trend could reshape social interactions, business models, and regulations.

VR movie-watching context

VR movie-watching offers viewers an immersive experience that traditional screens cannot match. Unlike standard television, laptops, or smartphones, VR headsets like the Apple Vision Pro can transform movies and TV shows into 3D or even 180-degree formats. According to a February 2024 survey by SmithGeiger Group, nearly half (47%) of US adults expressed interest in using mixed reality (MR) headsets for video content. This growing interest reflects broader trends in using VR for diverse activities, including gaming, live performances, and social interactions, according to a 2023 YouGov study. VR movie-watching appeal is also expanding globally, particularly in China and India.

VR headsets offer immersive 3D environments, customizable viewing settings, and even social components, such as virtual watch parties. Platforms like Meta's Xtadium app allow users to watch content with friends in a virtual theater setting, creating a communal experience that rivals physical movie-going. Additionally, the unique capabilities of VR devices extend beyond passive viewing. For example, Marvel Studios' "What If…? — An Immersive Story" on the Apple Vision Pro blends interactive elements with traditional storytelling, placing viewers at the center of a narrative that shifts between VR/AR (augmented reality). 

Despite these advancements, the technology is still in its early stages, with some consumers reporting discomfort and technical challenges like visual strain, device overheating, and the weight of the headsets. Companies are already working on subsequent iterations of their devices to address these issues, suggesting that VR movie-watching may become more comfortable and accessible over time. As these firms continue to innovate, the content available on VR platforms is also evolving, with studios like Penrose Studios exploring new ways to tell stories in VR that fully engage the audience. 

Disruptive impact

The immersive nature of VR could lead to more solitary viewing experiences, as people may prefer the privacy of a VR headset over going to a cinema or watching on a shared screen. This trend might reduce traditional social interactions associated with watching movies, like going to theaters with friends or family. On the positive side, individuals may benefit from more personalized and varied entertainment options, catering to niche interests and allowing for more interactive and engaging experiences. However, there are concerns about physical discomfort, eye strain, and motion sickness from prolonged use, which could limit widespread adoption or lead to health issues if not managed properly.

Companies involved in entertainment production may explore new business models, such as creating VR-exclusive content or offering subscription services for immersive experiences. There is potential for partnerships between content creators and VR hardware manufacturers to create unique experiences that blend traditional media with interactive elements. However, businesses may also face high costs related to developing and producing high-quality VR content, as well as the need to continuously innovate to keep audiences engaged. Furthermore, they may need to navigate consumer concerns about privacy and data security, as VR systems can collect detailed user data.

Meanwhile, governments could consider researching the long-term health effects of VR use, potentially leading to guidelines or regulations to ensure safe usage. They might also need to address concerns about digital privacy and data protection. Internationally, there could be a need to develop frameworks for intellectual property rights specific to VR content, particularly if immersive experiences become a significant part of global media consumption. Additionally, there might be opportunities to support the growth of VR industries through subsidies or grants, especially with its potential economic benefits through content creation.

Implications of VR movie-watching

Wider implications of VR movie-watching may include: 

• New business models centered around VR-exclusive content, leading to diversified revenue streams and increased consumer engagement.
• A potential increase in economic inequality as only those who can afford high-end VR headsets access the full range of immersive experiences, widening the digital divide.
• Social isolation becoming more prevalent as individuals spend more time in private, virtual environments, reducing face-to-face interactions and community engagement.
• A growing demand for digital and VR content creators, leading to new job opportunities in content creation, software development, and virtual environment design.
• Potential strain on mental health services as increased VR usage contributes to conditions like motion sickness, digital fatigue, and addiction, prompting governments to develop new health guidelines.
• Schools and educational institutions adopting VR to enhance learning experiences, allowing students to engage in virtual field trips or simulations, leading to a more interactive education system.
• Increased energy consumption from the widespread use of VR devices, prompting technological advancements in energy-efficient hardware to mitigate environmental impact.
• Insurance companies developing new policies to cover risks associated with prolonged VR use, such as accidents or health issues.
• Law enforcement and legal systems facing new challenges related to VR, such as virtual harassment or crimes, leading to the creation of new regulations and digital policing methods.

Questions to consider

• How might VR movie-watching change the way you and your friends enjoy entertainment together?
• How could VR movie-watching shape the kinds of stories and content you prefer to watch in the future?