Samsung wants everybody to know that it’s invested in virtual reality and that it wants to be a big player when this technology becomes more popular. It already has one of the cheapest VR headsets on the market that work in tandem with its flagship smartphones, and it has partnered up with studios and game developers to create new and exciting VR content. Samsung is now taking this one step further by announcing that it’s going to build a VR movie studio in New York.

The company made this announcement at the Sundance film festival in Park City, Utah. It didn’t reveal much about the studio itself but the chief marketing officer of Samsung USA did say that the studio will be located in an existing Samsung office where a marketing team is already present.

Samsung had a showcase set up at the film festival where people got to try the Gear VR headset, and if they decided to purchase one, they can easily do so online. However they will require a compatible Samsung smartphone like the Galaxy Note 5 or the Galaxy S6 Edge for the VR headset to function.

Samsung is setting up its own virtual reality studio in order to speed up the pace with which it provides Gear VR users with VR content, this will allow the company to create these experiences on its own time and pace. It has also announced a one-year partnership with the Sundance Institute to promote creative and filmmaking talent.

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