DMG Entertainment, the Hollywood Studio that made Iron Man three, is shifting into virtual reality.

Dan Mintz, cofounder of the Beverly Hills, Calif.-based firm, announced the launch of DMG VR, which is devoted to leisure that mixes storytelling with the brand new medium of VR.

Arcturus, the primary incubated firm beneath the DMG VR umbrella, will give attention to creating interactive narrative experiences and next-gen know-how throughout all VR platforms.

“The creative canvas of VR gives us new ways to experience stories and express creativity,” stated Mintz, in a press release. “We’re partnering with a team of trailblazing leaders in this rapidly growing industry to push new boundaries and bring mind-blowing VR experiences to the world.”

The Arcturus crew is led by key business pioneers with many years of mixed experience within the interactive and storytelling area. Ewan Johnson led manufacturing groups at Pixar and DreamWorks Animation, Devin Horsman is well-known within the business as a frontrunner in VR gaming, and Andy Stack was content material and product pioneer for 360/VR Tech at YouTube/Google.

“We’re developing advanced technology to push storytelling in VR to new heights and combining it with original content, plus original content based on our world-class IP,” stated Mintz. “When you add the Arcturus team to the mix, it sets a bold new standard for immersive VR experiences.”

Based on Mintz, DMG VR will target funding, buying, and partnering with top entities within the high-growth area, notably these with the acumen to achieve the U.S. and globally.

“DMG’s track record of global success, considerable resources, and Dan’s creative vision will be instrumental as we elevate interactive VR experiences far beyond what is possible today, both technically and creatively,” stated Andy Stack, chief operations officer at Arcturus. “We’re excited to join DMG and open the door to the future of the VR experience.”