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Luma's going to LA.

Luma's going to LA.

The Verge2 days ago
Luma's going to LA.
Luma, the AI startup whose video generation tool almost immediately started churning out IP-infringing slop when it launched last year, is opening up a 'combined meeting, coworking and educational' space in Los Angeles, per The Hollywood Reporter. The venue's meant to give filmmakers a place where they can experiment with this technology, which has produced pretty lackluster output so far.
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Taken together, this signals that tech and media behemoths are still betting that consumers will be willing to spend hundreds, if not thousands, to experience concerts, movies and sporting events beyond the confines of a traditional screen. In the 10-plus years since Oculus debuted the Rift, headset manufacturers have produced lighter, more powerful devices. Meanwhile, companies are finally warming to the idea of another medium for storytelling. Tech companies have a history of flirting with VR projects aimed at mainstream users. In June, Meta offered live virtual rinkside tickets to Stanley Cup games, echoing previous NBA and WNBA offerings. Headset owners have attended virtual concerts for years, including Apple's immersive Alicia Keys session and Meta's Blackpink show. Disney even launched a Disney+ app for Apple's Vision Pro on Day 1 in 2024. But these have been pilots to gauge interest, not long-term investments. 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Although IDC predicts shipments around the world will tumble this year due to delayed product launches, it expects a massive rebound in 2026 with worldwide shipments surging 98.5% to 11.3 million. However, the results haven't always lived up to the hype. Mark Zuckerberg's Metaverse has cost Meta $46 billion over three years. Reality Labs, the company's VR division, posted $4.2 billion in operating loss and just $412 million in sales in Q1, down from the previous quarter. But tech giants continue to experiment with the technology. Meta invested $3.5 billion in eyewear manufacturer EssilorLuxottica SA to bolster its AI spectacle gambit, according to Bloomberg. (A Meta spokesperson declined to comment on the report.) Snap recently said it plans to launch new augmented reality spectacles next year, and Google continues to work with partners like Xreal and Samsung on upcoming headsets and glasses that run on its new Android XR software. 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Over the past decade, investment in VR has been eclipsed by more pressing innovations, including self-driving cars and AI. Although it's difficult to determine how that has directly impacted XR investment, funding data from Crunchbase, a predictive company intelligence solution, shows that backing for AI and self-driving has steadily increased, rising from $39.96 billion in 2019 to $105.36 billion by 2025. Meanwhile, XR funding has experienced more erratic behavior — reaching a peak of $4.087 billion in 2021 but dropping to $347.69 million by 2025. Things were much the same in the venture capital world, where the number of global VR deals has also dropped in recent years. PitchBook, which examines private equity and VC deals, notes that 2019 was the largest year for VC deals in VR in the last decade, recording $6.43 billion in deals worldwide. That was significantly smaller than the $57.084 billion from AI-focused venture capitalists that year. In 2025, VR VCs have fallen to only $3.61 billion in global deals while AI VCs have grown to $130.89 billion. But Nepveu said that's changing. 'Now that AI is more understood, you know what it's good for, what it's not capable of, the budgets now are going back into XR,' Nepveu claimed. Still, tech giants investing in the development of mixed reality headsets face a daunting challenge that extends beyond the entertainment available. They need to convince consumers that the devices are both worth paying for and putting on their faces. That's partially why Apple emphasized the Vision Pro as a spatial computing tool, focusing on work and productivity rather than just 2-D and 3-D entertainment capabilities. Still, even a decade later, experts can't seem to agree on exactly when VR will have its breakout moment. Nepveu said it could happen any day. Raphaël expected one or two years. Davis suggested three to seven. Seiden said five to 10. Raphaël, however, believes 2-D content may soon feel as dated as pre-Technicolor entertainment. 'Content, the way it is consumed today, is going to be much like we think of black and white movies, where, if a film isn't immersive, it doesn't lose its value, but it becomes something of another era,' Raphaël said.

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