Apple's New VR Film, "Submerged" and what it means for VR Video's Future

Apple has released a trailer of their upcoming VR Short Film, "Submerged" to be released on Apple TV for their new AR/VR headset, the Apple Vision Pro. This is a very exciting development for VR Video enthusiasts and regular VR experience enjoyers, because while there are some good VR Films and projects out, it is a very sparse media format at this moment. If this film does well it could send VR Video into a renaissance era of high-quality productions and awareness. Check out the trailer down below.

The Premise of "Submerged"

Submerged utilizes Apple Immersive Video, a format that leverages ultra-high-resolution 3D visuals combined with spatial audio. This technology aims to place viewers directly in the action, offering a deeply engaging experience. The film transports audiences into a WWII-era submarine, where they feel the tension and urgency alongside the crew during a harrowing attack​. The immersive experience is enhanced by a full-scale, 23-ton submarine set, meticulously constructed to mimic real WWII vessels, further blurring the lines between fiction and reality​.

All that is known about the film's production at the moment is that director Edward Berger renowned for his Oscar winning work on All Quiet on the Western Front, is attached but no other cast is known at this moment. This film will not only showcase advanced technology but also set the stage for the future of VR content. As the industry grapples with mainstream appeal, Submerged could very well be a make-or-break moment for VR filmmaking.

A Make-or-Break Moment for VR Film

For VR Video to ever gain widespread acceptance, it needs professional projects done that can make audiences feel things traditional video cannot replicate.  Tor Myhren, Apple’s VP of Marketing Communications, emphasized that the immersive nature of the film allows for an engagement level that traditional filmmaking cannot achieve.

As "Submerged" approaches its release, the anticipation for its impact on professional VR video is palpable. Insights gained from this project will likely influence how future VR films are crafted and marketed. If "Submerged" captivates audiences and achieves considerable viewership, it could signal a new era for VR films, encouraging more investment in this medium. On the flip side, if the film underperforms, it might raise questions about VR's feasibility as a primary narrative form.

Submerged in my opinion is a crucial moment for VR Video and its future. If it financially and critically succeeds, it will open up a new booming market for professional film productions to create a new project in VR format. This will in turn also help the indie/amateur VR Video market, which at this point is a very small niche.

Apple's Genius Marketing

This project from a marketing perspective is genius. Get a critically acclaimed director, have him make a movie you can only possibly access by buying the new Apple AR Device, and their new streaming service. Apple may tend to be overpriced and set traps to keep users dependent on their products, but they really can get away with it because there's probably never been a company with better marketing than Apple. This project, unless absolutely awful, will sell more Apple Vision Pro's and Apple TV subscriptions than almost any commercial they could possibly think of.

The Future of VR Video

Apple’s "Submerged" is more than just a short film; it’s a test of the waters for the future of VR cinema. By marrying innovative technology with compelling storytelling, Apple is poised to help VR break into the mainstream. As the industry watches closely, this film could determine whether VR filmmaking will emerge as a robust medium or remain a curiosity.

I personally am rooting for this film to be a success with every fiber of my being. I have believed in VR Video as the future of media for over 2 years now and have dedicated a big portion of my life crafting media for the medium. Check out some of my VR Videos, which while they are not professional, I hope they can be a part of this new VR Video industry that is slowly emerging.