Digital Domain Incubates Iconic Engine To Focus On XR Space

Digital Domain, one of the world’s most innovative creators of visual effects content and immersive reality experiences, announced the formation of a new partner company—Iconic Engine—to target the extended reality (XR) content market. With the increasing availability of AR-capable devices and standalone VR headsets, Iconic Engine will lead the charge in further developing, growing and harnessing the ever-evolving possibilities that XR brings. Digital Domain executive Amit Chopra will spearhead the new company, alongside other key XR executives.

Iconic Engine will initially focus on XR ecosystems for telecom and cable operators, broadcasters and publishers, supporting them with its proprietary XR streaming technology, 360 live broadcast, XR VOD and interactive content development. This initiative will quickly expand into broader businesses targeted for XR, including LBE. Iconic Engine and Digital Domain will work closely as strategic partners, by which Iconic Engine leads and provides XR solutions for its clients to support them in their XR initiatives and Digital Domain provides high-end post-production, visual effects and animation services.

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“It is an exciting time to launch Iconic Engine, as demand for impactful content coupled with XR solutions is intensifying globally. The time is now to double down on our efforts to develop technology for XR,” said Chopra. “We are grateful for the support of our global partners and are already working on a wide mix of projects that are ideally suited for our well-honed areas of expertise.”

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Digital Domain will continue to grow and invest in its rich legacy of producing high-end premium content for feature films, episodics, advertising and game cinematics. Digital Domain’s groundbreaking visual effects have appeared in many commercials by world-renowned directors and brands. Blockbuster film titles such as “Titanic,” “Transformers,” “Ready Player One” and “Avengers: Infinity War” are the foundation of the artist and technical DNA that defines Digital Domain. The studio will continue its emphasis on developing virtual human technology, as seen in the character “Thanos” in “Avengers: Infinity War” and famed entertainer “Teresa Teng” who continues to pack concert venues in China. Globally, the Digital Domain studio continues to expand its commitment to VR, by acquiring leading global VR and Windows Mixed Reality company, 3Glasses, and building out brick and mortar VR theaters in China, DD Space.

“Digital Domain is committed to pushing the boundaries of what’s possible in VFX and virtual humans. Iconic Engine will refocus energy on a new XR business model that we believe in while allowing Digital Domain to concentrate on our core business of world-class visual effects, post-production and animation,” said Daniel Seah, CEO, Digital Domain.

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