Spielberg-Howard pop.com to use iPix tech

Firm has exclusive rights for now

Pop.com founders Steven Spielberg and Ron Howard will be among the talent using 360-degree immersive video technology from Internet Pictures Corp. in the content they will create for the site.

“The alliance between Pop.com and iPix will enable us to create unique and fresh online entertainment, which will be fun for us as filmmakers and should provide an exciting interactive experience for our viewers,” Howard said.

iPix stock jumps

Execs with Oak Ridge, Tenn.-based iPix declined to reveal terms of the arrangement, beyond the fact that Pop.com will have the exclusive right to use iPix technology for an initial introductory period. On the news, iPix stock jumped almost 13%, closing at $28.88 on the Nasdaq.

“Working with a leader like Pop.com demonstrates the wide acceptance of iPIX for entertainment and new media applications on the Internet,” said iPix chairman and CEO Jim Phillips. “Pop.com will be the first to make the viewer part of the story with iPix visual content.”

Mouse p.o.v.

The technology is built specifically for the Internet and allows users to determine from what angle they want to view action that is occurring onscreen by moving the mouse.

For instance, if a viewer is watching a car chase scene, the mouse can be used to watch the scene from out the side window or out the sunroof, or to see what is going on behind the car.

The deal with Pop.com comes on the heels of an announcement that Creative Artists Agency would rep iPix in an attempt to get the company a foothold in Hollywood. CAA brokered the deal between iPix and Pop.com.

“Pop.com is committed to empowering our creative artists with cutting-edge tools that will provide compelling interactive experiences for our users,” Ken Wong, CEO of Pop.com, said. “We are delighted to join hands with iPix to explore this new storytelling technology.”

The immersive iPix technology has been used in Web sites such as those from CNN, National Geographic and Discovery Communications.

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