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"Cinematic VR allows viewers to live entirely inside a film. They put on goggles and look at the universe around them - behind, above, anywhere they turn their gaze - and still see the world of the movie. Some in the entertainment industry view it as perhaps the greatest advance in entertainment since the addition of sound to movies nearly a century ago, involving the senses in ways they're not involved when the real world is visible next to a screen. But while investors in Hollywood and elsewhere have poured in hundreds of millions of dollars, drawing top talent and yielding a creative explosion, cinematic VR has produced little in the way of commercial success or popular acceptance."

"I know, it sounds like I might be about to join the cacophony of grand claims around immersive media technologies, such as those relating to behaviour change, empathy development, and bias reduction. Meanwhile, a commonly heard concern is that digital media technologies distract us, take us out of the "here and now"- affixing our attention to a mobile phone perhaps, or isolating us behind a head mounted display. Notwithstanding these fraught debates, it seems clear that one of the affordances of immersive media, and VR in particular, is the creation of a sense of presence, of "being there." So why take a user out of the "here and now" and attempt to situate her somewhere else?"

Part of the movement in media towards virtual reality programming. ""The Sky VR Studio allows us to add a new dimension to storytelling, taking viewers to extraordinary places and offering a unique perspective," says content chief Gary Davey. "

"Hospitals are leaning on the distracting power of immersive technology "