Previously, the rise of virtual reality had been driven by video games, such as the PlayStation VR. But now viewers are increasingly enjoying wider access to immersive entertainment experiences. 2016 was the year that mass market VR headsets became available to consumers and there has subsequently been an appetite by Hollywood studios and broadcasters to explore the potential of VR in film, TV and entertainment. Major film festivals, including Sundance and Tribeca, have championed innovative and high-quality immersive content from independent filmmakers. Advances in VR cinema coupled with the evolution of HDTV & AR technologies, including, 360 and UHD 4K have the ability to create previously unimagined immersive experiences, taking the viewer directly into the heart of the action.