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44 Blue makes Ovrture to virtual reality

US unscripted producer 44 Blue has opened a virtual reality studio in Los Angeles named Ovrture.

Lockup

44 Blue’s prison series Lockup

The studio will produce 360-degree content based on 44 Blue’s prison series Lockup on MSNBC and emergency responder programme Nightwatch on A&E.

Its first wave or projects include a VR experience for Lockup simulating an intake at a maximum-security prison as well as a virtual reality (VR) ride with an emergency responder team for Nightwatch.

Ovrture is led by founder and CEO Mike Drachkovitch, son of 44 Blue co-founders Rasha and Stephanie Drachkovitch, who are directors at the new firm.

“Ovrture is using the new wave of VR technology to engage audiences with immersive, interactive experiences that would be impossible to convey with traditional linear television,” said Mike Drachkovitch.

“We are not converting regular content to VR but converting viewers to active participants in the story.”

He is joined by head of production David Holecheck and head of post-production and technology Dan Holecheck, founders of interactive film firm Duality Filmworks.

Ovrture plans to distribute its content across multiple VR platforms and is looking to expand into other genres, including sports and entertainment.

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