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The "explosive money" topic - Virtual Reality (VR) is suddenly warming up this year. It was talked about in the industry because people saw a new form of cultural communication through VR technology. It will be taught and trained in cultural industries such as film and television and entertainment. Other educational industries have spurred huge consumer demand; there are also huge potential needs in many areas such as military, medical, and public services. How deep is the consumer market of VR technology in the end, and everyone is currently looking for exploration. However, an urgent reality is that under the thrust of strong capital, VR penetration and “realization†forces in many fields may be more violent than imagined, and the competition in VR market is even fiercer.
In the past year, 70% of global capital investment in VR was concentrated in the hardware field. This rule is very close to the smartphone 10 years ago. Domestic VR will first arise in areas with low threshold of live broadcasts, theme parks, etc., followed by cartoons, documentaries, and indoor sitcoms, and finally movies.
All the way to the capital
Recently, at the dialogue on the topic of “VR-China Film Technology and Hollywood Synergistic Boosting Agent†held by Art Enquiry, Meng Jinyi, Executive General Manager of CICC and Chief Analyst of Internet Media, said at the beginning of the session that he could feel this year clearly. The interest in capital to the VR industry is increasing.
From the perspective of strategic industry, how does the positive impact of VR technology on the film and television industry bring about some disruptive changes to the film industry, as did the introduction of 3D technology? In the past year, 70% of global capital investment in VR was concentrated in the hardware field. This rule is very close to the smartphone 10 years ago - both from the hardware and behind the software and content. According to this inference, VR will rise in the affirmative, but in China, VR will first arise in areas with low threshold of live broadcasting, theme parks, etc., followed by cartoons, documentaries, and indoor sitcoms. Finally, the movie is expected. This process is expected. It takes 5 years.
The most attractive aspect of VR is that this technology can bring immersive and immersive experience to the audience. Especially in the Internet ecology, games and entertainment, military, medical, industrial, and educational and cultural fields The important and key application areas of VR technology. Therefore, VR can be described as "the star holding the moon," and many capital investors are keen to invest in it. Up to now, the top domestic film and television companies Wanda, Huayi Brothers, Optical Media, and Huace Television have all invested in related companies in the VR field. Last year, iQiyi released a non-commercial VR application, Youku Tudou Group initiated the production of virtual reality content, and Tencent, Storm Technology, LeTV, etc. performed a series of layouts in VR-related hardware, platforms, content, and ecology. Tianwei Video recently signed a "Virtual Reality Industrialization Operation Cooperation Agreement" with Jiachuang Video Communications to jointly carry out the "virtual reality + radio and television" industrialization and operation cooperation. Zhang Yimou, Gao Qunshu and other famous directors have also announced that they are going to shoot VR movies...
Obviously everyone is fighting for VR. And just recently, the Institute of Electronic Technology Standardization of the Ministry of Industry and Information Technology released “Virtual Reality Industry Development White Paper 5.0†(referred to as “the VR White Paperâ€), which used more than 14,000 words to describe the current development of the Chinese virtual reality industry, and Introduce relevant policies. In particular, it is mentioned that virtual reality is on the eve of an industry outbreak and is about to enter the window of sustained high-speed development. In the next six months to one year, the virtual reality consumer market will explode rapidly.
According to the "National Medium and Long-Term Plan for Scientific and Technological Development (2006-2020)", VR technology is one of the three major technologies in the information technology sector of leading-edge technology. Among them, VR technologies and systems in many related fields such as medicine, entertainment, art and education, military and industrial manufacturing management are key research areas.
The current VR heat has quite a lot of false fire components. From a technical point of view, VR data processing capacity is improving, and the level of technology has been significantly improved, but it has only reached a passing grade. From an application level, the VR experience is far from meeting the needs of user comfort experience.
Technological development just passed the grid line
Is the current market VR hot or virtual fire?
According to Ding Liang, senior vice president of Shenzhen Huaqiang Culture and Technology Group, VR is really hot now, but there are indeed quite a number of false fires. In terms of investment, many investors have not figured out exactly what VR is. They feel that the industry is very cool. Everyone is investing, thinking that business is good, and they are quick to vote. But in fact, this pair of shoes is comfortable and uncomfortable on their feet. Only they know. At present, from the technical level, the VR data volume processing capacity is improving, and the technical level has been significantly improved, but it has only reached a passing grade.
Xu Fei, chief executive officer of Beijing Spotlight Technology Co., Ltd., said that today's VR experience is far from meeting the needs of users' comfort experience. Audiences will be dizzy if they watch VR movies for more than 10 minutes. This is a common phenomenon at present.
Wearing a heavy eyeglasses to watch a movie really does not make people feel happy. So the current VR video is basically a short film. Obviously, VR glasses technology is the key to VR's expansion of consumption margins.
In VR technology, what are the "realities" that have been achieved and what are the "virtualizations" that have yet to be realized? According to Ding Liang, the current VR technology is still at the development level, and there are many shortcomings. The research on technology in the industry has risen, but many professional colleges and talents training organizations still do not have "electric shock" VR technology, which brings a fault to the talent training.
But it seems that this need not be too worried, because the big brand of technical experts to participate in the war. Following Samsung, HTC, and Sony, Huawei recently announced its first generation of VR eyewear products. This is another major brand company after domestic mobile phone brands have joined the VR war situation. According to public information, ZTE and Coolpad will also launch VR products in May, followed by millet... In this way, the volume of companies that previously developed and produced VR glasses will appear slim. The involvement of these powerful big brand companies has made VR glasses manufacturers who are deeply involved in the “Red Sea†experience a crisis. Relevant data show that in 2014 there were more than 200 companies doing VR helmets in China, but by 2015 they had reduced to more than 60.
The "White Paper on VR" clearly points out that the application of virtual reality is expected to be fully implemented, the cultural content will become more prosperous, and the technology system and industrial structure will also be initially formed. If China's virtual reality industry is not laid out as soon as possible, it will once again fall behind and catch up with foreign countries. . In the future, it is necessary to plan and plan in advance to do a top-level design, support the industrialization of virtual reality technology through financial special projects, achieve breakthroughs in core technologies, and strengthen cultural and brand building.
From this point of view, the involvement of big brand companies has great strategic implications.
The renewal iterations of VR technology will not necessarily replace the current form of film and television, but will create new "variations." Future VR movies exist as an independent branch, both different from traditional movies and also different from 3D and 4K.
Industrialization still takes time
In the field of VR, there are large companies that have entered and a large amount of capital has entered, indicating that the VR environment has begun to mature. Chen Yuetian, director of investment in innovation and content entertainment, introduced that they are concerned about the VR field starting from the end of 2014, tracking hardware vendors, software vendors, and some content companies, and later investing in two companies, including A laboratory team from the American DreamWorks. He admitted that "this field is still in the process of exploration." Of course, when VR technology becomes more mature, more and more people are paying attention to content production.
“VR has a lot to do in the game field and theme parks, and it has great potential in training, education, the Internet, etc. But I am cautiously optimistic about the development prospects of movies.†Ding Liang believes that the integration of VR and movies will take time, but Still said that the future development of the VR industry is worth looking forward to, "I think the future direction of VR can be a movie, it can be a game, or even a mixture of movie games. VR will certainly subvert our future concept of movies and games."
In Xu Fei’s opinion, the renewal iterations of VR technology will not necessarily replace the current form of television, but will create new “variationsâ€. Under the trend of fragmented entertainment consumption in the future, “the audience may not be able to spend 90 minutes enjoying it. A movie, so VR movies will make short-term entertainment consumption possible."
The video producer talks about VR and the term “work together†has been mentioned many times. It is undeniable that VR movies will exist as an independent branch in the future. VR movies are not only different from traditional movies, but also different from 3D and 4K. The entire script, story line, and the tactics of the director should fully exert the effects of VR.
Li Jie said that at this stage VR is not yet mature, there are problems with vertigo drag, screen window effect, and screen resolution, display rate, and other issues, a variety of reasons makes the current VR film is very challenging. As a brand-new technology emerges, it brings a fresh sense of experience to the film industry. At the same time, the technical problems in the widespread use of VR technology still need time to break through and improve.
VR technology is a young science and technology. Although its practical application in many fields is quite mature, it is still at the initial stage of development. There are still many problems to be solved. VR, standing in the air, ready to go, in the hard work of the various industries on the road, waiting for the skyrocketing day, and that day should not be far away.
An urgent reality is that under the thrust of strong capital, VR penetration and “realization†forces in many fields may be more violent than imagined, and the VR market is also more fierce. However, VR is still far from being developed to such a point. The technology is immature and the entire industry chain is still in its infancy. The prosperity brought by such VR may contain a huge bubble!
April 05, 2021