From 29 October to 3 November 2018, representatives of Brandenburg's media and creative industries travelled to Los Angeles, USA on a trade mission as part of the network media:net berlinbrandenburg. The main topics of the trip were virtual reality (VR), augmented reality (AR) and mixed reality (MR). The purpose of the trip was to open up new target markets for small and medium-sized companies from the creative industries in the capital region and to bring them into contact with well-known developers and start-ups in Los Angeles. In addition to an introduction to the California business market, visits to the innovation centres of the major studios Universal and Fox as well as to the Infinity Film Festival were on the agenda.
The insights gained after the trip are very diverse. But one thing they all have in common: from an interdisciplinary point of view, VR and AR offer a very large market. The areas of education and health are leading the way. A lot of content is already being produced in the entertainment industry in the USA. All in all, the learning curve in the international market is gigantic and both the American and the German market are equally looking for VR solutions. Currently, the producer landscape and thus also the licensing business of VR productions is still being established. What remains are the opportunities of a new narrative style and the joy of experimenting with VR.
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