Virtual reality (VR) will soon change the way consumers view content.

 

 

Samsung Electronics wants to lead the virtual reality revolution with a mass-market headset and a studio dedicated to produce more experiences in immersive, 360-degree, three-dimensional content.

Last week's Sundance Film Festival, saw Samsung executives announce the company's new project of opening a virtual reality studio in New York.

The company refused to give more details, but executives confirmed that the special studio's location will be in one of Samsung's existing offices where a marketing team is already available. The studio will create further virtual reality experiences, and also promote new content as they come along.

The company is aiming to make virtual reality a steady force in the film industry. During the Park City, Utah festival, Samsung brought out Gear VR headsets which attendees queued to try.

Marc Mathieu, Chief Marketing Officer at Samsung America, explained that "One of the biggest trends and themes for 2016 is virtual reality, we are making VR more accessible by partnering with the best in the industry to deliver a growing library of engaging, rich content for our Gear VR which is all made possible by our latest Galaxy devices.”

“We are excited to engage with the creative community at the 2016 Sundance Film Festival to collaborate and amplify viewpoints, content and new technological advancements as we continue to cultivate development in the VR community." He added.

The electronics giant also announced a one-year partnership with Sundance Film Festival in an effort to support filmmaking talent.

Samsung is not the only tech company at Sundance this weekend. Vice Motherboard reported that there are 30 booths at the festival dedicated to virtual and augmented reality including Facebook's Oculus.