Brand owners have realized that VR wants to be popular in the mass media for at least six to eight years, said Ed Miller, founder of Scape Technologies.

Miller said: "Mobile phones are not good enough for VR, and the best AR is Pokemon Go. Although not particularly immersive, it has caused a storm in the world."

But this does not mean that today's VR is not a powerful media experience. Victor Riparbelli, co-founder of Immersive Futures, hopes that brand manufacturers and marketers will need to see VR as a field beyond “new vision”.

"There are many ways to use VR to create high value," Riparbelli said. "For example, data analysis, the amount of analytical data obtained in a VR environment is staggering. For example, you can test a new product package in a store environment. When you let consumers walk through a VR experience supermarket, VR Will provide you with a lot of data."

He also added that VR is more resonating with viewers than any other media. "VR technology has also been applied to treatment. There is a researcher who is committing quality domestic violence crime. This is the highest category of felons. Everything has been tried and nothing has been done. But he has created a VR experience that allows the abuser to In the abused area, the recurrence rate was reduced by 30%."

For the fashion industry, both AR and VR are well-suited to meet consumers’ constant demand for impression experiences, noted Rachel Arthur, Fashionandmash’s brand strategy consultant.

“The fashion world has long realized it. In 2014, TopShop hosted a VR show at the London Store, which allowed the audience to experience a fashion show at London Fashion Week,” Arthur said. “Since that time, many brand manufacturers have joined the game. In 2015, Dior took the audience back to the stage and watched models make-up—the goal is to sell these cosmetics.”

These activities are immersive, but they are very unidirectional. "In the long run, it needs more." Another good example is Sephora's virtual art app, which uses AR technology to allow users to try applying lipstick on their faces, and follow-up makeup tutorials. "Technology promotes education and interaction," Arthur said.

Of course VR can also be used for virtual and real story experiences. At the Cannes Film Festival, Samsung and Punchdrunk Theatre Group, a creative agency and digital factory Rewind, created a very horrific and very strange experience, said Greg Furber, director of VR technology for the project.

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