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A little over a year ago, two twenty-somethings from burghal Michigan abdicate their jobs and flew to Los Angeles to accomplish movies.

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It sounds like addition cliched adventure of authoritative it (or not authoritative it) in Hollywood, but it’s absolutely the alpha of a abundant added agitative tale.

The two ambitious filmmakers, Carissa Flocken and Ben Doyle, weren’t aloof attractive to accomplish any old movie. They capital it to be an interactive, immersive one, application the new average anybody was talking about: basic reality. How air-conditioned would it be, they thought, to accomplish a blur area the eyewitness could be absolutely present, walking through doors, talking to characters, abrogation one allowance to go analyze another? Like arena a video game, except in alive action.

But the brace anon abstruse that their eyes was way advanced of accepted abstruse capabilities. To accomplish a blur like the one they envisioned would booty a amazing bulk of money, as the accepted action is abundantly activity intensive. Because there’s no one-size-fits-all adjustment available, a developer is appropriate to go in and “stitch” alternate elements into VR footage—essentially aggregate the two worlds allotment by piece.

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Still, Flocken and Doyle weren’t accessible to acknowledgment to their accounts day jobs (they met while alive at the barrier armamentarium Bridgewater Associates). Instead, they absitively that this—the amount and adversity of authoritative alternate content—was the botheration they capital to solve.

This month, Entrypoint, the pair’s now New York-based startup, bankrupt a $2 actor annular of berry funding. Led by Samsung NEXT (the VC arm of the South Korean giant) and Two Sigma Ventures (a analysis of the advance administrator of the aforementioned name), the annular additionally includes Indicator Ventures, KBS Ventures, Galvanize Ventures, Social Starts, Female Founders Armamentarium and Basic Absoluteness Investments.

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Entrypoint aims to advice agreeable creators bypass the backbreaking action of authoritative alternate agreeable by accouterment a self-service belvedere that will acquiesce users to “drag and drop” elements into an alternate video.

The founders analyze their artefact to casework that let alike the best non-technical users actualize their own websites. “It acclimated to be aback in the day, you had to apperceive HTML, Javascript, CSS—but nowadays you accept sites like Squarespace or WordPress area anyone can go in and accomplish a admirable website,” Doyle, the company’s CTO, says. “We’re aggravating to do the aforementioned thing—making it acutely accessible for non-programmers to accomplish alternate 360 video.”

The Entrypoint platform, which is due to barrage this summer, looks friendlier than Apple’s (aapl) iMovie affairs (not to acknowledgment able alteration software like Final Cut Pro). After actuality asked to name their film, users upload videos, images and any added files they appetite to accommodate in the activity into a axial directory. Then, those elements can be “dragged” into the film.

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Say you’re authoritative a blow about alien space, for example. You can add a atramentous aperture that takes a eyewitness to addition galaxy (in the anatomy of addition video), or a planetarium’s web page, or to a abundance to buy books about stars.

While the founders beneath to go into abstruse detail about how absolutely the belvedere works, Doyle did allotment that at the amount of the product’s functionality is WebGL, an API that enables web browsers to affectation alternate 3D and 2D cartoon after the use of plug-ins. Anticipate of an API as a aperture to the close apparatus of a affairs that allows developers in—but alone for the purposes of amalgam it into their code. Google’s (googl) APIs, for example, are what let developers bury Google Maps and YouTube on web pages.

Once an Entrypoint video is complete, the belvedere outputs a simple URL, which is key to Entrypoint’s additional above goal: to annihilate the charge for admirers to download adaptable applications. Appropriate now, apps are how best above publishers are administration VR content. The New York Times has the NYT VR app, Discovery Communications (disca) has Discovery VR, and AOL’s Huffington Post has RYOT. The limitation to these apps is that, well, you accept to download them—and they eat up massive amounts of memory. “We anticipate it’s absolutely childish for companies to apprehend users to apprehend about these apps, download them, and accumulate them on their phone,” says Flocken, the company’s CEO.

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The added adjustment of examination VR agreeable is through non-specialized web pages, which accept bound functionality and are appropriately cumbersome; this seven-step NBC adviser to watching the 2016 summer Olympics is a absolute example.

From a customer standpoint, Entrypoint isn’t able to bear adventures that are absolutely immersive the aforementioned way that Facebook’s (fb) Oculus Rift is. Instead, it will accord users a way to collaborate with 360 video aural the abundance of a web browser.

“It’s the absolute aggregation for appropriate now,” says Colin Beirne, a managing administrator at Two Sigma, “because they’re enabling added and added bodies to acquaintance VR content” by eliminating barriers like specialized headgear, which has not taken off with the boilerplate audience. Sales numbers for VR accouterments absent predictions by 29% aftermost year, according to Digi-Capital, an M&A advising firm.

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Some say it’s far too aboriginal for boundless user acceptance of “true” basic reality. As Fortune‘s Erin Griffith wrote this month: “The advertising surrounding VR today reminds me of the aboriginal canicule of 3D printers: In the future, every home will accept one! Except every home didn’t charge one, and they abide an big-ticket concern to most. Based on amount and ball value, VR is in the aforementioned spot.”

Market estimates for basic reality/augmented absoluteness industry vary, but best adumbrate that revenues will beat the $100 billion mark aural three years. Digi-Capital predicts that the VR/AR bazaar will be $108 billion by 2021. Addition estimate, by the International Data Corporation, is added optimistic: An August 2016 address estimates that revenues from VR/AR will abound to $162 billion by 2020.

Entrypoint beneath to allotment capacity about accepted partnerships for now (“give us a month, ages and a half”) added than to say that they are alive with “premium agreeable creators” that accommodate above publishers, Hollywood players, ad agencies, and customer brands.

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Two Sigma’s Beirne says that while it’s a “trend to be anti-VR,” he charcoal a believer. “This is activity to be the accretion belvedere of the future.”

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