It seemed the studio system had all the power when it came to entertainment content, but over the last 10 years we have seen the rise of digital media. The studio can no longer say, here is what you will watch, this is when you will watch it, and this is how you will watch it.

Today, you can watch anything you want, anytime you want, and however you want to watch it. Content creators and the consumers are now taking the power. There is so much content being consumed and as long as content continues to be made the consumers will continue to flock.

This is why Oculus VR’s Story Studio, a new in-house laboratory that is researching the best ways to tell stories and create films through virtual reality, was created.

Oculus, which was acquired by Facebook last year for $2 billion, has focused almost solely on video games for its goggles, but the studio is expected to announce that they plan on navigating the waters of the entertainment industry for their virtual-reality headsets today at the Sundance Film Festival.

Edward Saatchi, the producer for Story Studio said “Oculus is getting focused on films. Story Studio is designed to inspire and educate—inspire by making awesome movies and educate by sharing our information with the community.”

Oculus does face one large problem. The virtual-reality headset is very expensive and people may not spend their money on something like this without high-quality content. And on the other hand, content creators often are wary of investing in projects in a medium with very few viewers.

This problem, is exactly why Story Studio was created. If they, can establish guidelines that will encourage virtual reality storytelling than investors will start investing in high-quality content, and the consumers will invest in one of those fancy, expensive headsets.

Oculus as a amassed a team of 10 people who are considered experts in storytelling to dive into this task. These people include employees of Pixar Animation Studios and Lucasfilm Ltd.