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FR//XR: Shaping New Business Models For The Immersive Industry

© Kaleidoscope

The partners of French Immersion - the Cultural Services of the French Embassy in the USA, the CNC, Unifrance and the Institut Français - have entrusted Kaleidoscope to conduct FR//XR, an initiative that aims at analyzing major COVID-19 induced changes on the XR market. It gathered views from content creators, buyers and distributors, as well as paving the way towards a new business model for the immersive industry. 

Running for 10 months, this project introduced a series of online gatherings starring the most influential voices from the XR industry, and an ambitious research study to determine how best to fund, produce and distribute VR/AR experiences in a new reality. The primary focus of this study was on the United States market, and the potential business models for French XR creators whose mission is to expand into the North American ecosystem. The study will be published on January 21st on the occasion of a special event. Save the date: January 21st - 12:30PM ET!

Online gatherings

We organized events at Cannes XR, NewImages Festival and a lab on Museums & immersion with We Are Museums.

1. LBE in the post-COVID world. Disruption and opportunities at Cannes XR. 

With Agnès Alfandari, Director of Digital, Institut Français ; David Askaryan, CEO, Museum of Future Experiences ; Elisha Karmitz, CEO, mk2 ; Joanna Popper, Global Head of Virtual Reality for Location Based Entertainment, HP & Emma Buttin, New Media Officer - French Embassy in the US (host).


2. Festivals and markets facing a new reality. Pandemic challenges meet solutions at Cannes XR.

With Zeina Abi Assy (Director, Interactive Programs at Tribeca Film Institute), Elie Levasseur (XR Programme Leader, Cannes XR), Blake Kammerdiner (VR Programmer, SXSW), Michel Reilhac (Programmer of Venice VR and Head of studies for Venice Biennale College Cinema and Cinema VR), hosted by René Pinnell (CEO & Founder - Kaleidoscope).


3. XR: a brighter future of media and entertainment? at NewImages.

With Deborah Papiernik (SVP New Business & Strategic Alliances, Ubisoft), Colum Slevin (Director of AR/VR Media, Facebook-Oculus), Ethan Stearns (VP of Content, Madison Wells Media Interactive), Sarah Steele (Content Partnerships Lead, YouTube VR), hosted by Axel Scoffier (Deputy Director General, UniFrance). 

4.  Independent creation in times of COVID-19. The impact of pandemic on XR artists, at NewImages.

With Olivier Fontenay (Head of the Digital Creation Department, CNC), Amaury La Burthe (CEO & Creative director, Novelab), Anja Moreno-Smith (Chief Operations Officer, Potential Synergy), Bracey Smith (Founder and XR Creative Developer, Potential Synergy), hosted by Ana Brzezińska (Curator and Producer, Kaleidoscope VR)

5. The Lab: Making Sense of Immersion in Museums, organized with We Are Museums, Museum Connections, Pixii Festival, Kaleidoscope and Fabbula.

With Chloé Jarry, Co-founder, Lucid Realities (France) ; Christiane Paul, Adjunct Curator of Digital Art at the Whitney Museum of American Art, Chief Curator / Director of the Sheila C. Johnson Design Center and Professor in the School of Media Studies at The New School (United States) ; hosted by Darragh Dandurand, a creative director, exhibition curator and independent journalist. 


With Mike Jones, Senior Producer, Marshmallow Laser Feast (United Kingdom); Myriam Achard, Director of public relations and communications, Centre Phi and DHC/ART Fondation for contemporary art (Montréal, Canada) ; Hannah Bellicha, Digital project manager, Institut français (Paris) ; hosted by Darragh Dandurand


With Camille Lopato, Co-founder, Diversion cinema (France) ; Sandro KereselidzeFounder and Art Director, Artechouse (DC, Miami & New York) ; hosted by Darragh Dandurand



We conducted a series of anonymous surveys within the XR community. The first survey focused on the impact of COVID19 and business models in the XR industry. A second suvey questioned online distribution as COVID 19 has accelerated the digitalisation of our life and businesses.

Map of the key actors of the XR industry in the US

The Cultural Services worked on a map of key actors of the XR industry in the US. The map will be added on the FR//XR report.

Report: "FR//XR: A Handbook For Immersive Producers" 

A final report, "FR//XR: A Handbook For Immersive Producers" will be released on January 21, 2021 - 12:30PM ET. It will present market insights, business recommendations and good practices for immersive creators. More info here


French Immersion is a program initiated by the Cultural Services of the French Embassy and developed to support emerging and innovative French creators, in partnership with UniFrance, the Institut Français, the CNC

Kaleidoscope is a funding platform for premium VR films, games, and experiences. Kaleidoscope has built a global network of more than 20,000 top VR creators and industry leaders.