Thanks to Chris Colman and the folks at PIG China for the opportunity to further expound on China’s virtual reality industry. This interview was given last December, following my presentation on “The Art of Indirection” at the 7th International Conference & Exhibition on Visual Entertainment in Beijing.
The Beijing Film Academy has joined the Industry of Virtual Reality Alliance (IVRA), with International Animation & Virtual Reality Research Center Executive Director Kevin Geiger serving as the school’s IVRA council representative.
The IVRA was established by HTC and other leading enterprises and research institutes in the VR area, under the guidance of China’s Electronic Information Division of the Ministry of Industry and Information Technology. The IVRA aims to enhance the development of the VR ecosystem by promoting technological innovation, formulating industrial standards and bridging hardware, software, content, platforms and industrial applications.
Mr. Geiger noted: “HTC and their partners, in cooperation with the Chinese government, has provided a great service to the VR ecosystem in the form of the IVRA. As China’s first and foremost film school, the Beijing Film Academy is proud to serve on the IVRA council and to contribute to the evolution of immersive media.”
For the past couple decades, Western content professionals have generally displayed a patronizing attitude towards the Chinese entertainment industry and market, determined to “show the Chinese how it’s done.” I relocated to Beijing in 2008 with much the same mindset. However, the onset of the VR Era has resulted in a sea change, with foreign professionals astonished by the pace and penetration of China’s advances in virtual reality. China has truly become “The Wild Wild East” with respect to VR, the hottest battleground among global VR markets. Folks from the West who approach China with any pretensions soon find themselves… (full post on AWN)
I’ll let you in on a dirty little secret: nobody wants to “use VR.” People want to be entertained, to shop, to assemble their furniture, to find a good place for dinner, to talk to their family, to create things. The technology is a means to an end. Transformative, perhaps, but a utility nonetheless. Fifteen years ago at Walt Disney Feature Animation, I was reminding our software engineers of this as we worked to develop tools for the traditional animators transitioning to CGI: “Nobody wants to use the computer for the sake of using a computer. People want to write, to draw, to animate, to edit. Our goal is to enable and evolve those activities.” Ironically, by reminding yourself that the technology is not the main event, you better position the technology to become ubiquitous.
VR hardware engineers and software developers must be mindful of this principle if they wish this third wave of VR endeavor to be the one that makes it over the wall. Aside from a vanguard of the few, most ordinary people don’t really care about VR, and… (full post on AWN)