A Melbourne-based startup 3D Content Hub has transitioned into Virtual Reality (VR) after merging with two international business to form a Virtual Reality Content Group.

3D Content Hub, founded by Torsten Hoffmann in 2012 is a world-leading content distributor specialized in stereoscopic 3D and native 4K titles. The firm helps producers earn cash globally for their films of all genres. The company consists of a large global network of award-winning film producers, agents, distributors, and customers.

3D Content Hub operates as a sales agent for 3D content. Buying and selling IP, the business found success offloading and licensing 3D films to clients such as Amazon.

The team now represents 50 producers, totaling around 200 hours, and have signed licensing deals with broadcasters, VOD operators, BluRay labels, CE manufactures, and other customers in 40 territories.

Hoffmann understood that the 3D fad— which began its run of popularity in the early 2000s— wouldn’t last for too long, which is why the business transitioned to working with Ultra HD and HDR content.

Looking to VR and 360 video as the next jump, Hoffmann approached Cow Prod, a French startup producing VR content and German-based VR production company INVR.SPACE to discuss the idea of merging.

A merge presented a unique opportunity; as Hoffmann explained, the three combined businesses would be empowered to tackle bigger projects while also appealing to investors.

Moreso, 3D Content Hub would be able to provide sales and licensing expertise, while the other partners could offer robust knowledge of the production side. Already between the three businesses was a strong combined client history of BMW, Disney, Netflix, Samsung, Mercedes-Benz, LG, and Sony.

The three startups merged to form the Virtual Content Group last July; through the merger, each business has remained based in its founding country while sharing their human and technological resources in order to approach larger scaled projects and clients. Hoffmann explained,

There are still three operating businesses only now they are now fully owned by one holding entity, Virtual Content Group, where the founders hold equity. We do share resources. One example is that we worked on a French government project where we needed to share cameras. I also worked on a project in Australia where I needed German post-production skills. Our crews are travelling constantly.

The merged company recently secured a contract at the famous Berlinale Film Festival, where they will provide VR content and headsets.

Speaking to how VR content can progress, Hoffmann said there is still a lot of space for creators to try new things and move beyond producing “very similar things” to the previous medium. He added,

There’s definitely a market for it, but ultimately for interactivity and biofeedback, where you can touch and feel objects, there’s much more space that’s possible to explore.

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