Clifton Dawson, CEO of Greenlight Insights, is an analyst who covers digital disruption and how today’s company are transforming their business models to deliver next-gen experiences through virtual and augmented reality technology. Follow him: @AskClifton.

Strategic Insight: Major movie studios are realizing VR trailers by re-using existing assets. This can extend the life of content and create new revenue streams.


Alien: Covenant, the expected Hollywood blockbuster about intergalactic set to be released next week, has already made headlines for its decision to create an accompanying VR rendered pieceAlien: Covenant in Utero, a two-min VR experience, generated media buzz with nearly 250,000 YouTube views ahead of the feature film's release date.

Among the several challenges unique to cinematic VR productions, Technicolor Experience Center and others had to:

  • Create a unified vision with the feature project from the outset. Work closely with the theatrical executive team in order to create continuity with the primary movie.
  • Develop a strategy to reuse existing film pipelines and creation of additional assets.
  • Understand the unique computing requirements, such as massive cloud-based render farms, needed to create picture perfect, photo-realistic rendering.

To learn more about overcoming the technical challenges of the VR production, listen to this podcast interview with Damien Fagnou, Chief Technology Officer of MPC:

The smart opportunity for movie studios with VR

Technicolor decided early on to leverage existing studio assets. The studio re-used existing assets, extended the life of content, and created new revenue streams. VR trailers can be a perfect complement to multi-million dollar productions.