How can a new medium achieve widespread consumer adoption without a rich selection of experiences, and why should content creators invest money in building those experiences without a sizable user base or proven way to make money?ДЄt VRLA, one possible solution stood out: movie theaters.Д¬an the VR industry piggyback on top of movies and malls? A trillion-dollar industry.'ДЄ huge part of that conversation continues to be the chicken-or-the-egg question of content.

'But I'm going to talk to you today about bringing VR into a place where it's truly an industry. 'VR is now, but it always doesn't feel like right now,' acknowledged Roy Taylor, AMDвЂ™s corporate vice president of alliances, during the showвЂ™s opening keynote last Friday.

And so the speakers at VRLA shifted their focus from niche technology tastemakers, to the endless buying potential of mainstream consumers. Virtual reality isnвЂ™t just a futuristic concept anymore, but an actual market. But this yearвЂ™s VLRA Summer Expo found itself addressing an industry that has transitioned from theoretical to actual, with retail versions of the Oculus Rift and HTC Vive landing in living rooms, and SonyвЂ™s PlayStation VR waiting just around the corner. Usually the shows have focused on evangelizing on behalf of the technology - touting its transformative potential in gaming, storytelling, and industrial applications. Virtual Reality Los Angeles has been holding seasonal conventions to introduce people to VR for more than two years.

Virtual movie theater