Unscripted television production company 44 Blue has launched new virtual reality content studio Ovrture, the company announced Tuesday.
The brainchild of Mike Drachkovitch, who cut his teeth at 44 Blue under his parents, co-founders Rasha and Stephanie Noonan Drachkovitch, Ovrture will operate in concert with 44 Blue, providing immersive content to accompany the company’s programs “Lockup” and “Nightwatch.”
“Ovrture is using the new wave of VR technology to engage audiences with immersive, interactive experiences that would be impossible to convey with traditional linear television,” Mike Drachkovitch said in a statement. “We are not converting regular content to VR, but converting viewers to active participants in the story.”
To expand the experience of MSNBC’s prison docu-series “Lockup,” Ovrture will create a VR experience simulating the process of intake at a maximum-security prison, following a first-time offender serving out a sentence.
For A&E’s “Nightwatch,” a study of emergency responders, viewers can turn to Ovrture to experience an ambulance ride-along with EMT officers in New Orleans as they handle an emergency.
Ovrture plans to distribute its content across multiple VR platforms. The company also plans to extend its reach beyond content accompanying unscripted television, eventually moving into other areas of sports and entertainment.
Mike Drachkovitch will run Ovrture as founder and CEO. David Holecheck will serve as head of production, and Dan Holecheck will be head of post-production and technology. The pair founded graphics and effects company Duality Filmworks (“The League,” “Wahlburgers”). Rasha and Stephanie Noonan Drachkovitch will be the directors of Ovrture.