TORONTO’S FUTURE FESTIVAL STOPS IN AT CFC MEDIA LAB

The Canadian Film Centre’s Media Lab (CFC Media Lab) became a “trend safari” stop for attendees of the Toronto Future Festival.

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Elli Raynai demos his VR production Made This Way: Redefining Masculinity.

For much of the general public, augmented and virtual reality (AR/ and VR) are entertainment platforms that offer mere escape or diversion. Movies like Ready Player One or games like Pokemon GO only further that association.

Yet entertainment is only a fraction of the VR marketplace. The technology that powers gaming headsets may have more lucrative applications in other industries, which might not be apparent at first glance.

These other possibilities were on display on Monday, September 24, when the Canadian Film Centre’s Media Lab (CFC Media Lab) became a “trend safari” stop for attendees of the Toronto Future Festival. This event brought companies like IKEA, FedEx and Coca-Cola to the CFC to preview some of the latest AR/ VR tech from CFC Media Lab’s IDEABOOST-Network Connect startups.

“Virtual reality and augmented reality are big. As innovators, it’s important to know what’s going on to get a better grasp of where the future might be,” says Crocs Innovation Manager David Nicholson. From VR narratives like Irem Harnak and Elli Raynai’s Made This Way: Redefining Masculinity, to on-the-go AR gaming platforms like Albedo Informatics’ LARGE, the gathering not only showcased many different aspects of VR and AR as innovative. It also connected corporations directly with startups.

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