Significant advances in VR and XR have occurred in recent years. On Episode 30 of The Content & Media Matters Podcast, we were joined by Gianluca Meardi, the Co-founder and General Manager of V-Nova, to discuss how these advances will impact the industry. As this technology advances, the way we consume content will also change. Read on to find out more. 

What innovations are you most excited about seeing in VR and XR?

I’m really excited about the possibility of transforming the movie entertainment scene. I believe that what we are doing is a singularity in in movie industry, and is the most important innovation in that industry following the introduction of sound, because it’s the first time that you are able to step into a movie and move in any direction inside it. Obviously, you need XR and stereoscopic displays, but these will come a bit later as we are currently concentrating on XR headsets. But it’s really impressive because you can enter a movie and do things like circle around Kung Fu Panda or look behind Tom Cruise in a movie. You have never been able to step into a movie with that cinematic quality before. 

It’s not a video game. This is in real Hollywood quality in terms of definition, graphics, light, etc. If you consider that a single frame of Avatar, the James Cameron movie, is rendered for between one and seven hours per frame, and you have 24-48 frames per second, then this experience is impossible to do in real time with a video game engine. To have that kind of quality, we pre-render the scenes so that each frame is not a frame anymore but it’s a cube of space where you are able to move around and experience it. 

Normally, you would experience a movie on your sofa, so we are aiming to give you a shorter experience that you can be more immersed in physically. For instance, we are now producing a musical video XR where you can really experience the song together with a lot of special effects, etc. When we create a physical space for people to explore cinema in the same way, that is going to be really impressive. 

Do you think that these innovations in XR are gonna change the way that individuals consume content moving forward?

I think that we are placing together different facts. On one side, people are consuming more and more content because during the pandemic people got used to more streaming solutions etc. I think that XR and VR solutions will gain more and more importance over time because of the release of products like Apple’s Vision Pro and Meta’s Quest 3, with PlayStation, Samsung and Google entering the arena of VR and XR headsets in the coming months. There are a lot of different types, and I really believe that we have gotten to a moment in time where they are okay in terms of definition, and they are getting lighter and more powerful. 

We are working with Qualcomm to leverage their chip sector to perfect the experience in our technology. Our consumers always love going to see movie experiences in movie theatres, but if you try to put together that viewing habit and this new revolution in terms of VR or XR headsets, your viewers will not have the same flat experience. You need to give the audience something more than a flat view, and this cannot be done with VR 360 videos because they make you feel sick due to the lack of parallax in those experiences. 

This is what we are proposing: the first experience with cinema-like quality, where you are able to move and see whatever you should in terms of parallax geometry variation. That is not possible with other technology—you need technology like ours to move around the scene with a full parallax full of geometry variations iterated. This is the most important invention, I think, in our technology.

To find out more about the advances in VR and XR technology, tune into Episode 30 of The Content & Media Matters Podcast here. 

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