VR startup sets up content creation studios

Budget VR camera maker Lucid VR sees value in helping customers create content

Lucid VR is one of the many startups attempting to make virtual reality an everyday phenomenon. This Californian startup has been attracting attention with its low-cost, pocket-sized, VR/stereoscopic/3D camera that captures images in 180 degrees the way the human eye sees the world.

Its promise has seen it raise over $2m in seed funding after a successful crowdfunding round. Now the company has launched a production house, Lucid Studios, where it hopes to work with more customers and its current roster that includes cosmetics group Sephora and apparel retailers The Gap and Old Navy.

I swapped emails with CEO and founder Han Jin about reasons for setting up the studio. The following is a lightly edited version of that exchange.


Is the move into launching a production house an attempt to drive VR content creation or something else?

The purpose of launching a production house is, besides VR content creation, to drive the education of the market, 180 3D content adoption and discovery of additional value-add of VR content for companies. 


Lucid VR has a consumer focus – how do you see consumer VR developing?

Consumer VR has been developing slowly due to factors from high prices of VR headsets to technological limitations and the challenges of content creation and distribution. And that is one of the main challenges we want to solve with LucidCam and Lucid Studios. The studios side educates and helps people understand and develop more content, and ultimately the LucidCam can dive into the hands of consumers who know how to create 3D 180-degree content and see the applications and value of it. 


There are many different efforts to create VR hardware from ‘cheap and cheerful’ to high-end and everything in between, where do you see Lucid VR fitting in?

We see Lucid VR as a low-end disruption with a high potential for scaling into the high-end over time. LucidCam gives you an easy option to create 3D content, but also lets you go further into 360 degrees and storytelling from first-person perspectives. 


How do you see the VR market developing as companies pursue different demographic audiences?

It's exciting to see more companies pursuing different demographic audiences, because it means that VR finally starts focusing on creating value instead of being a fun gimmick. At some point those companies will need to create more content and that is where LucidCam should be there to empower them.


For Lucid VR you chose to crowdfund on Indiegogo – why?

We believe that listening to customers early is the most important thing for a startup, especially in hardware. Indiegogo gives us the platform to engage real customers, get real feedback and hear real pains. We truly believe that only when you confront feedback can you build a product which can amaze users.


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