Circa, a mobile‐friendly, video‐driven news and entertainment brand, has announced the launch of its Circa 360 initiative.
The platform is designed to showcase compelling news and entertainment content shot entirely in virtual reality (VR) “while offering advertisers unique 360-degree and branded commercials targeting coveted millennial audiences.”
According to the Circa crew, the company is partnering with MomentumXR, a Hollywood-based VR production company, “to air twice-a-week VR newscasts under the Circa 360 brand on Circa.com and its social platforms that will allow consumers to drive their own experiences in this fully immersive 360-degree environment.”
Advertisers will be interested in the fact that all Circa 360 content will allow them to deliver pre-roll ads shot in VR through 360 AdSpots, a 360 and VR ad platform.
In addition, a portion of the VR news content will be available on the newscasts and websites of the 173 TV stations owned by Circa’s parent company, Sinclair Broadcast Group. Sinclair reaches 44.3 million households daily.
Because some browsers on iOS and other platforms don’t support such viewing right now, Circa plans a release of its Android and iOS apps later this year that will provide a native stereoscopic player for mobile devices.
“A bold new era has arrived for experiential newscasting, where consumers get the keys to drive their own vehicle of self-exploration through an immersive, multimedia rich story,” said Circa Chief Creative Officer John Solomon. “And Circa is thrilled to be partnered with MomentumXR to bring this compelling content to the mobile devices of our millennial audiences.”
As part of its debut, Circa 360 is releasing its first entertainment offer: a special VR preview for the second season of the Game Show Network’s (“GSN”) horror-themed game show HELLEVATOR, in which a team of three contestants rides a haunted elevator through an abandoned warehouse for a chance to win up to $50,000.
“Our advertising platform is able to monetize the booming VR and 360 marketplace,” said Jonas Hudson, CEO of Momentum, XR and 360 AdSpots, “Until now, Hollywood has seen VR as a marketing cost. Now, Hollywood can look at their greatest brands in VR and 360 as profit centers.”
Circa debuted July 18 and during its first two months has already reached more than 350 million consumers and generated more than 140 million video streams across its various digital platforms.