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Maybe VR Isn’t The Future of Cinema – Just a Gimmick?

Many Best Buy VR pop-up stores closed in February; now Facebook is shutting down its Oculus Story Studio.

As Janko Roettgers reported in Variety, “Oculus Story Studio, the award-winning studio behind virtual reality (VR) short films like Dear Angelica and Henry is being shut down, Facebook announced Thursday afternoon. The studio’s 50 staffers are encouraged to apply for new jobs within Oculus, but all ongoing projects of the studio are being cancelled.

‘We’ve been looking at the best way to allocate our resources to create an impact on the ecosystem,’ said Oculus VP of Content Jason Rubin in a blog post. ‘After careful consideration, we’ve decided to shift our focus away from internal content creation to support more external production. As part of that shift, we’ll be winding down Story Studio.’

Oculus officially unveiled Story Studio to the world in early 2015, when it also premiered Lost as the studio’s first narrative piece. In 2016, Story Studio followed up with Henry, an animated VR short about a lovable hedgehog that won an Emmy for Outstanding Original Interactive Program later that year. And earlier this year, Oculus Story Studio premiered its most ambitious project with Dear Angelica, a VR film that was animated entirely within VR itself and that featured Geena Davis voicing one of the two main characters.

All three films will continue to be available on the Oculus Store, Rubin said Thursday. For Dear Angelica, the Story Studio team also developed an entire authoring tool called Quill that allows animators to draw 3-D scenes while wearing a headset and that has been available for free on the Oculus Store. Quill could be open sourced, according to a spokesperson, but Oculus is not going to provide any active support for it anymore.

That could be bad news for animators looking to explore new forms of storytelling in VR; the Story Studio team had in recent months been looking to venture into 3-D comics, and debuted a collection of VR comics at the Tribeca Film Festival last month. At the time, it announced that these comics would be released on the Oculus Store later this year, but that seems less certain now.”

This comes on the heels of an announcement in February 2017 that roughly 200 “pop up” Oculus demo booths located in Best Buy stores in the United States were being shuttered due to lack of consumer interest. As Michael Rougeau reported in Digital Trends, “just under half of the Oculus Rift demo kiosks in Best Buy stores across the U.S. are being shut down, according to a report from Business Insider. The reason? It could be a lack of interest from shoppers.

Apparently, it wasn’t uncommon for Best Buy employees ‘to go days without giving a single demonstration,’ the website said. A memo between a third-party company and store employees reportedly confirmed that the move is due to poor ‘store performance.’ An Oculus spokesperson later confirmed with the website that the Best Buy Rift pop-ups are closing, but said the shift is due to ‘seasonal changes’ and that Oculus is ‘prioritizing demos … in larger markets.’

The move will reportedly affect 200 of the 500 Best Buy locations in the U.S. that currently have Oculus Rift demo stations. ‘We still believe the best way to learn about VR is through a live demo,’ the spokesperson, Andrea Schubert, said. ‘We’re going to find opportunities to do regular events and pop-ups in retail locations and local communities throughout the year.’ She mentioned that stores in Canada will still have the demo kiosks as well.

Business Insider’s report cited multiple unnamed sources who said that the demo stations were often too buggy to use and demos were infrequent even during the holidays. Another of the site’s sources said that Facebook, which owns Oculus, has considered opening dedicated storefronts to sell the headset, but that those talks are still in the early stage.” Summing up the move, Rougeau noted that “the removal of Oculus Rift kiosks from Best Buy stores may be a signal of the product’s declining status.”

It will be interesting to see how this plays out in the coming months.

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Headshot of Wheeler Winston Dixon Wheeler Winston Dixon, Ryan Professor of Film Studies at the University of Nebraska-Lincoln, is an internationally recognized scholar and writer of film history, theory and criticism. He is the author of thirty books and more than 100 articles on film, and appears regularly in national media outlets discussing film and culture trends. Frame by Frame is a collection of his thoughts on a number of those topics. All comments by Dixon on this blog are his own opinions.

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Wheeler Winston Dixon has been quoted by Fast Company, The New Yorker, The New York Times, the BBC, CNN, The Christian Science Monitor, US News and World Report, The Boston Globe, Entertainment Weekly, The Los Angeles Times, NPR, The PBS Newshour, USA Today and other national media outlets on digital cinema, film and related topics - see the UNL newsroom at http://news.unl.edu/news-releases/1/ for more details.

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