It's not going to be dark, don't count on killer applications
When we analyzed IMXA's first Los Angeles VR theater a few days ago, we put forward the concept of a “killer industry applicationâ€â€”using the entire public just needed the industry’s application of a technology to promote the popularization and development of the technology.
The Internet has given us recognition that the rapid spread of a technology is often built on a killer hardware or application, such as the iPhone on mobile Internet, or Alipay on e-commerce. With the evolution of the Internet, and instantly covering the product-level "killer application" concept of all walks of life, it seems that the popularity of the Internet is becoming a thing of the past. This may be the reason why the virtual reality industry has never been able to come up with so-called killer applications. The application scenarios developed and created for all walks of life are becoming more vertical and refined. The VR education "killer" can't afford to meet the needs of VR health. Tilt Brush's artists may not necessarily like the explosive ReboRecall game.
The territory covered by WIFI signals is no longer "dark". In an era of "can't close one's eyes" that is always on the screens of various sizes, the "killers" have either disappeared or become invisible.
When Ben Lang, editor-in-chief of VR media Roadtovr, interviewed executives of several VR companies in the industry and talked about how to treat VR killer applications, Richard Marks, director of Sony PlayStation Magic Lab, said:
"The VR media is too vast and there will not be only one killer application. There may be a killer application in every application direction. I don't believe in killer applications. I believe there will be a group of "hero applications." They will Lead VR into mass market."
Hollywood's "Hero Mission"
Do not know whether Richard Marks's colleagues, Sony's Jake Zim's attention to the former at the beginning of this statement. In short, at the virtual reality forum held at the annual Las Vegas CinemaCon exhibition, the senior VP of Sony Pictures believes that the success of VR will "begin with the story begins with the story." And it starts with writing).
In an article on this year's CinemaCon, we focused on the analysis of the American cinemas and Hollywood giants. There was a lot of controversy and disagreement over the box office window period including the box office period and the fact that VR could not save the ever-declining traditional box office. . However, in turn, whether or not the film can also promote and develop VR, the theater line and the big manufacturers have the same idea. Forum speakers generally believe that: the full potential of VR can only rely on Hollywood IP to dig And promote popularization.
Jake Zim not only thinks that producers and writers will soon create stories for VR, but also uses Sony's Ghostbusters VR experience. Although the remake of the classic big screen version was crippled by the fans, the first-person VR experience was well-received. After all, the original fans could wear "proton weapon" backpacks to exorcise the ghost. Words like Jake Zim's example are still courageous. Similar examples include the Disney blockbuster “Beauty and the Beast†recently. I don’t think it’s too dark to see what the big screen version looks like on Hermione’s face. The first person’s VR experience is also flawless. . Disney is also wise and brave in VR.
For a long time, the author 2 has often been asked in which industries VR is more promising. At present, it seems that the movie still has the hope of becoming a killer industrial application for VR. However, Hollywood is also very practical and will not blindly make VR take too much step in film production. Jake Zim said: Because there is no commercial model for VR movie experience, the investment budget for VR works by the film industry company will not be very large. How much of the budget is to produce works depends on the cooperation between the cinema and the producer.
In a word, the ball was kicked back: The VR movie experience does not make money at present, and spending money is entirely for the sake of making announcements. The producer has an IP.
This also provides another perspective to read: The current VR movie market is not so big, there are several industry-leading studios to meet almost any demand, if the same as the previous year's VR hardware and game companies, all of a sudden A large number of entrepreneurial studios, it is estimated that Hollywood and the cinema will not be able to raise enough for a while, although the success of VR just depends on the movie. But movies are first and foremost, and they are routine sales.
The theater will play big
Dachang is finished on VR. The cinema cannot be vague. In addition to what we said in yesterday’s article, the theater is confused about the comfort and security of current VR devices, as well as the environmental layout and profit model. Austin Barker, executive vice president of creative marketing content for the Universal Studios market, believes that if we regard the cinema as the ultimate entertainment experience, then the VR cinema cannot be a facility that viewers can experience at home. The VR experience, whether it's moving in physical space or sitting, can't be achieved at home.
Take Global as its new film "The Mummy" to create a VR experience with dynamic seats. For example, Barker thinks, "This dynamic seat explains everything. This is why audiences go to theaters to experience VR, because they don't have such a thing at home. Chair."
Recently, Imax, which is widely concerned about by the film industry, has also expressed the same opinion. Imax company development and theater operations senior VP David Campbell revealed that Imax is currently testing VR equipment for its offline experience centers in VR cinemas and other venues, including more high-end head-mounted, dynamic seats and tactile vests.
These are certainly not devices that the audience can experience at home. It seems that "to do something different from home VR experience" has become the consensus of the theaters. After all, staring at the idea of ​​using the window period of the box office to "roll over" the streaming media platform, even the Hollywood giants can only pass it. With movie IP, playing a massively multiplayer interactive VR movie experience is still justified.
In contrast to Hollywood's VR movie production budget, which cannot support too many VR movie studios, the large-scale high-end atmosphere of the cinema “VR cinema equipment†can actually develop a professional-grade hardware market. This has added a new life to the hardware manufacturers who have swarmed their heads and egg chairs.
postscript
Hollywood means that whether VR itself can become a climate, anyway, the film industry can certainly become the "killer industry applications." Without involving such technical content, the vast number of people would like to see the IP in the hands of the studio. The increasingly desolate "straw" of the rescue theater cannot be home VR headsets and computers and mobile phones. Must be equipment that is not in the home. The corresponding content naturally will not be our spending ten dollars on Oculus and other VR content platforms.
Imagine, as a Harry Potter fan, you let me spend dozens of dollars to team up with other fans to experience the Quidditch game of riding a broom, or kill a dragon. The majority of fans of this pill pill will still serve.
Not only movies, other industries are the same, each has its own application just needed, and they all want to know. Nothing can point to just starting VR to help everybody get everything. Thinking about VR in a new way of thinking is more like a basic technology. It is the mission of the VR industry to solve the problems of clunky equipment, dizziness, poor resolution and various other technologies. Applications involving all walks of life Hand over to each other. In this sense, the highways are paved. As far as driving cars is efficient and fuel-efficient, it doesn't mean that traffic jams will lead to traffic control.
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