Within Co-Founder Chris Milk on the Biggest Challenges of Augmented and Virtual Reality Storytelling

Simply watching a show or movie is the old, dated way of consuming content, according to Within co-founder and CEO Chris Milk. The next frontier, Milk says, is to be fully “immersed” in an experience, where viewers are not only watching but are also active participants in the story — a revolution he’s now looking to take to the masses.

Founded in Los Angeles in 2014, Within has launched a myriad of virtual reality, from a new Lego Batman experience to “The Hidden,” which takes an intimate look at a daring attempt to rescue an enslaved Indian family. But Milk and his team at Within are just as intrigued by augmented reality — where computer graphics are overlaid on a viewer’s real world.

Read the piece on TheWrap