CES 2017: Hollywood Loves VR More Than Ever, But Watch Out for Augmented Reality
VR is awesome, but “Pokemon Go”-style experiences could have even more potential for the entertainment industry
Matt Pressberg | January 6, 2017 @ 6:19 PM
Last Updated: January 9, 2017 @ 2:09 PM
TheWrap
Soon, the Consumer Electronics Show might pass the Diving Equipment & Marketing Association for the Las Vegas convention with the most goggles. Virtual reality continues to be a bigger part of the consumer tech extravaganza, and this year, Hollywood was as big a part of it as ever. Immersive virtual reality — but augmented reality may be an even better bet for Hollywood.
Qualcomm, best known for its cell phone chip business, had virtual reality as the centerpiece of its CES display. It showed off a “Power Rangers” experience, based on the Saban Brands characters and developed in partnership with VR production company Reel FX and Lionsgate, which is releasing “Power Rangers” on March 24. It is viewed on a custom smartphone-based system powered by the company’s Snapdragon processor snapped into a “Power Rangers”-themed headset.
TheWrap demonstrated the experience, which uses sight controls (focus on a specific target on the screen and you can select items and move around) and puts the user inside a Zord (huge mechanical rampaging robot) of his or her choice. The Zord’s-eye view was pretty great, but the smartphone technology didn’t deliver the clearest picture, and it would have been nice to move around more nimbly.
But maybe TheWrap takes VR a little too much for granted nowadays — a woman in her late 80s trying it for the first time was totally enthralled, mouth agape.
Twentieth Century Fox’s Fox Innovation Lab teased two new experiences tied to tentpole film franchises at a private event during CES. TheWrap strapped on an Oculus Rift headset for a couple-minute demo of the lab’s “Planet of the Apes” immersive VR experience, developed in partnership with Imaginati Studios.
The experience put the user in the body of an ape (with gorilla hands that moved when manipulating the attached handsets) who runs into a hostile primate, armed with a rifle. TheWrap was advised to try to take the gun, but the unsuccessful attempt ended up looking more like an awkward hug.
Fox also brought back its beautiful “The Martian” VR experience from last year, which is now available on major VR platforms PlayStation VR, Oculus and HTC Vive. At the convention, the studio announced plans to develop an “Alien: Covenant“-themed VR experience that will have Ridley Scott as an executive producer.
But augmented reality, which could reach a broader audience than high-quality (and expensive equipment-requiring) VR, may have even more promise for Hollywood. The technology introduced itself to the world through this summer’s viral hit “Pokemon Go,” where people scored points by capturing virtual characters that appeared in real locations.
Fox’s “Alien” augmented reality experience used a smaller sunglass-style goggle from Osterhout Design Group and headphones and took place in a darkened room with a pre-built set. When TheWrap put on the glasses and faced a corner of the room, a superimposed image of an alien escaping from a body appeared on the screen, with some residual blood left over when that scene ended. Later on in the experience, TheWrap looked around the corner when hearing an awful noise and saw aliens on the other wall.
The “Alien” AR experience was definitely scary, and it’s not hard to envision a campaign overlaying them elsewhere, especially with how easy to use the glasses were.
If “Pokemon Go” proved anything, it’s that augmented reality could get people to flock to physical locations, sometimes with overwhelming force, to chase down beloved video game characters — sometimes even wandering off cliffs in that single-minded pursuit. Imagine where they’d go to chase down rare superhero content or win tie-ins to movies.
11 Coolest Products at CES 2017 (Photos)
CES, the international tech extravaganza in Las Vegas, is when many of the world's leading manufacturers debut some of their most futuristic products. This year was no different.
Check out some of the coolest products from this year's show:
TheWrap
Hisense 4K Laser Cast TV This smart TV from an fast-growing Chinese manufacturer (which now owns the Sharp brand) features laser projector technology with a robust 2,700 lumens that make it viewable in bright daytime light. The 75 inch model costs $13,000.
TheWrap
Bosch Mykie Mykie, a voice-operated personal assistant for the kitchen, can inform home cooks just how much longer the roast needs in the oven and if they have all the right ingredients in their (connected) fridge.
TheWrap
Lenovo Phab 2 Pro This augmented reality smartphone, powered by Google's Tango technology, can overlay information and objects when looking through the camera. No need to use your imagination to see if a piece of furniture is a good fit in the living room.
Lenovo
Samsung FlexWash and FlexDry The South Korean conglomerate's new home laundry system combines two washers or dryers in one appliance, allowing people to wash a pair of jeans in cold water and sheets in hot water at the same time.
TheWrap
NVIDIA Shield NVIDIA's newest set-top box combines pay-TV, over-the-top streaming services and a 4K video game experience in one device. Users can watch Netflix, play pre-loaded games on the cloud, and even cast PC games to the TV for a much better picture. Oh yeah, the Shield has a built-in Google Assistant that can easily search through content and control a smart home. It is available now for $199.
TheWrap
Evapolar This portable water-evaporation air conditioner, about the size of a small subwoofer, packs a serious punch that blows away what an electric fan can do. It was backed on crowdfunding platform Indiegogo.
TheWrap
Moen U shower system This smart shower connects to an app via wi-fi and allows home bathing enthusiasts to program up to 12 different settings. It also lets you know when the water's hot enough through the app. But its best feature may be the ability to pause the hot water to step out and take a phone call -- and stay that temperature when it's started up again.
Moen
Foldimate The Israeli-made device (which isn't for sale yet) automatically folds laundry into perfect rectangles. Enough said.
Foldimate
PlayDate
This smart pet toy is a ball with a two-way video and audio interaction, which allows dog and cat owners to see and talk to their furry friends through an app. It also allows users to move the ball around the room through directional controls in the app, giving the family's most loved member active playtime when his best friend is half a world away. PlayDate was also funded on Indiegogo.
PlayDate
Sony UBP-X800 The Japanese conglomerate always makes a splash at CES, and Sony rolled out a suite of shiny new products this year. The most interesting might be its mass-market Ultra HD Blu-ray player with 4K support, which brings a ridiculously sharp picture to home consumers. Pricing hasn't been announced yet.
Sony
LG Gram 14 LG continues to develop its line of smart appliances, unveiling new models with a door that becomes transparent with a tap, to avoid the energy-wasting fridge inventory checks. But its new laptop -- which weighs a little more than 2 pounds and has a 21-hour battery life -- might be its most exciting product this year.
LG
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From laser 4K TVs to an internet-connected shower, the Consumer Electronics Show remains the premier showcase for tech innovation
CES, the international tech extravaganza in Las Vegas, is when many of the world's leading manufacturers debut some of their most futuristic products. This year was no different.
Check out some of the coolest products from this year's show: