Each January, tech experts at the Consumer Electronics Show in Las Vegas peer into their crystal balls and declare that “this is the year of something.” For about 10 years, it was the “year of mobile.” After that it was the “year of connected cars,” which was then eclipsed by “the year of smart devices.” Now, some say 2018 could be the year of virtual reality. In fact, nearly 170 VR-related companies of varying types and sizes are expected to pitch their products on the crowded CES showroom floor, up from 70 last year.

“We’re calling this the ‘Race to the Center,’” says Turner CEO John Martin. “Traditional digital and tech players are trying to become much better at creating premium content, while premium content such as ours are trying to become better at creating technology.” For Hulu, the search is on for a golden goose.

Early this year, the company will release its first VR series Door No. 1, a choose-your-own-adventure program with sponsors Bumble and Nissan woven into the storyline.

However, industry insiders admit VR has yet to have a blockbuster moment, and what exactly that will look like is a question that keeps execs up at night. In other words, VR hasn’t hit upon the kind of cataclysmic, traffic-driving event similar to how Snapchat drove the adoption of vertical video or Niantic’s mobile game Pokemon Go drove understanding of augmented reality.

“A headset is a paper weight without good content,” says Loren Hammonds, a programmer for the film and experiential selections at the Tribeca Film Festival, which has showcased VR material since 2012. Although growing, the headset market is still relatively small. Read more from adweek.com…

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