The Corporate TV & Video Association e.V. together with Wirtschaftsbeirat Bayern held an event at the renown Bayerischer Hof in Munich to talk about the next steps of Virtual and Augmented Reality. Dr. Nikolai A. Behr described the various fields in which the new technology is applied, from marketing and communication to psychology and learning. He pointed out that the current hype around Virtual Reality is sustainable and that new ways of storytelling and film production have to be found for this very unique medium.