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Chapter 3 analyzes the impact Hollywood has on technological development. The history of the movie industry is also a history of technology, well illustrated by the company at the ethnographic center of this chapter, Technicolor, which led the technological transition from black-and-white to color film. In 2018, a small branch of this famed company—the Technicolor Experience Center (TEC)—was trying to lead a transition in the entertainment and special effects industry to VR. Numerous frictions were brought to the surface in attempting this transition, which can be partly attributed to VR being simultaneously a cinematic technology and an emerging technology—a technology for storytelling as well as a technology about which stories are told. There are different expertise needed for success in these different domains, and because this distinction was not articulated, VR’s failure to launch precipitated a blame game between Silicon Valley and Hollywood.

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