Representatives of Universal Studios participated in a panel discussion at Digital Entertainment World about the company’s efforts to promote its films through augmented and virtual reality. Hilary Hoffman, executive vice president of global marketing for Universal Pictures Home Entertainment and Doug Neil, executive vice president of digital marketing with Universal Pictures, discussed how the studio engages with consumers to bring the films to life outside the movie theater. “It is all about expanding the enjoyment and the experience,” Neil said. Moderating the discussion was Kimberlee Archer, head of developer marketing for AR/VR at Facebook Inc. The Digital Entertainment World conference took place Feb. 4 and 5 in Marina Del Rey. Both Hoffman and Neil used the “Jurassic World” franchise as an example of how virtual and augmented reality works. Starting with the 2015 film, Universal created a 1-minute VR film that shows a pod of dinosaurs feeding. The studio then worked with Facebook on two 4-minute videos for last summer’s “Jurassic Park: Fallen Kingdom” that centered on the velociraptor Blue. The videos were available to users of the Oculus Go, Oculus Rift and Samsung Gear VR headsets. Additionally, the studio launched the film through a Super Bowl ad created by visual effects house The Mill, in London, that promoted an app with an effect to bring Blue into the world of the viewer. “We launched it globally and it was a way to get people excited about the movie,” Neil said. “It worked. It not only got millions and millions of video captures but 25 million impressions.” Neil and Hoffman stated that the use of virtual and augmented reality does not work with every film that Universal releases. Others that have gotten the VR treatment include last summer’s “Skyscraper” and the upcoming third installment of “How to Train Your Dragon.” Entrepreneurial Client M3 Creative has been named the content creation production studio for Entrepreneur Media Inc., publisher of Entrepreneur magazine. The Burbank production house will make customized narrative, reality and branded content for Entrepreneur Media for online, streaming and mobile distribution. The two companies previously worked together a year ago for season two of the “Entrepreneur Elevator Pitch” reality series. The show featured budding business people pitching their ideas to a panel of high-profile investors. M3 Creative Partner Andy Meyers said that by becoming Entrepreneur Media’s studio, it can spearhead the charge as the company capitalizes on its brands with targeted content. “As M3 grows, we will continue to seek additional brands, agencies and other content creators as clients — other powerful, established entities that would surely benefit from our years of expertise within the entertainment marketing space,” Meyers said in a statement. M3 Creative, founded in 2003, is a video, film and digital production company whose work includes commercial spots, specials, interstitials, webisodes, promos, music videos and mobile content for clients that include American Express, Audi, Warner Bros. Entertainment and NBC Universal. Audio Society Board The Cinema Audio Society announced the results of its recent board of directors election. Karol Urban is the new president of the Burbank professional group with the mission of promoting the art of cinematic sound. She replaces Mark Ulano who was termed out after serving four years. He welcomed Urban and the new and incumbent board members, Ulano said. “The depth of talent on this board tells me we have a deep bench and that the future of the organization is in good hands,” Ulano said in a statement. Joining Urban on the executive committee is Steve Venezia as treasurer who will replace Peter Damski, who did not seek re-election. New board members include Amanda Beggs, Mary Ellis, Onnalee Blank and Mike Minkler. They join re-elected incumbents Peter Devlin, Lee Orloff, Jeffrey Wexler, Bob Bronow and Mathew Waters. Also serving on the board but not up for re-election were Willie Burton, Glen Trew, Tom Fleischman, Doc Kane, Sherry Klein and Marti Humphrey. The new board was installed Feb. 16 at the society’s annual awards show at the Intercontinental Los Angeles Downtown hotel. Anime Acquisition Cinedigm Corp. added to its streaming content portfolio by acquiring video-on-demand service Viewster and its subsidiary, Viewster Anime. Terms of the deal between Cinedigm, in Sherman Oaks, and Viewster, in Zurich, Switzerland, were not disclosed. Cinedigm immediately takes over the ownership and management of the Viewster and Viewster Anime content. Erick Opeka, president of Cinedigm Digital Networks, said that both platforms are complements to the company’s growing base of premium content networks. “The acquisition of Viewster strengthens our market position in the fandom space, dramatically increases our global footprint and greatly accelerates our plans to grow our ad-supported businesses,” Opeka said in a statement. Staff Reporter Mark R. Madler can be reached at (818) 316-3126 or [email protected].