Unscripted Producer 44 Blue Launches Virtual Reality Studio

Courtesy of Beckmedia
Mike Drachkovitch

The production company behind MSNBC's 'Lockup' and A&E's 'Nightwatch' will create 360-degree experiential content in music, sports, scripted, animation and more.

Unscripted TV outfit 44 Blue is looking to bring its stories to life through virtual reality with new studio Ovrture. 

Launched Tuesday, Los Angeles-based Ovrture will produce 360-degree content based on 44 Blue TV projects Lockup on MSNBC and Nightwatch on A&E. The studio will also create VR content in music, sports, scripted, animation, social impact and brand marketing categories. 

For prison docuseries Lockup, Ovrture will create a VR experience that showcases the intake process at a maximum-security prison, following a first-time offender at the beginning of the sentence and the start of life as an inmate. Emergency responder series Nightwatch will get an experience designed to put the viewer in the middle of a ride-along with New Orleans EMT officers as they respond to an emergency call. 

Ovrture is led by founder and CEO Mike Drachkovitch, son of 44 Blue co-founders Rasha and Stephanie Noonan Drachkovitch, who will serve as directors at the new company. He is joined by head of production David Holecheck, and head of post-production and technology Dan Holecheck, the founders of interactive film company Duality Filmworks. 

"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," Drachkovitch said. "We are not converting regular content to VR, but converting viewers to active participants in the story." 

Ovrture is repped by WME.