Hot on the heels of closing the acquisition of a pet supplement supplier, NexTech AR has announced plans to crack Hollywood.
The Toronto-based company has formed AR Studios in Hollywood, California. The studio has created a proprietary entertainment venue for which it is producing immersive content using augmented reality (AR) as the primary display platform.
AR Studios will be led by the inventor of the human hologram and president of NexTech, Paul Duffy.
Dr Barry Sandrew, a visual effects pioneer and serial entrepreneur who invented digital colourisation of black and white movies, as well as a process for converting two-dimensional (2D) feature films to 3D, will advise the AR Studios team.
Sandrew, who has also become a shareholder of NexTech, said: “NexTech is building an innovative concept for immersive entertainment that I’ve been waiting over five years to materialise. Within AR Studios the technology, talent, and opportunity to create this new form of storytelling have converged into what promises to become a game changing entertainment venue.”
Duffy added: “AR Studios might be the most exciting and important work we do at NexTech as we are creating a new mass medium which will change the viewing experience of content forever. Being able to see a volumetric 3D human in your house, or anywhere for that matter, changes everything from entertainment to education, medicine, advertising and even gaming.”
“The NexTech engineering teams in Dallas and Austin are building out the software that will drive both AR content creation and its distribution.”