Within (company)

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Within Unlimited, Inc.
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Within Unlimited, Inc., or commonly Within,[1] is a studio based in Los Angeles developing the VR fitness service Supernatural on the Meta Quest. The company was founded by Chris Milk and Aaron Koblin in 2014 and initially created, acquired, and distributed 360-degree video, AR, and VR experiences across web, mobile, console, and headsets. In February 2023,[2] Meta Platforms Inc. acquired the company.

History

Originally named Vrse,[3] Within was founded in 2014 by Chris Milk and Aaron Koblin, creators of Google’s Data Arts team.[4] The company has produced and distributed augmented and virtual reality works including Clouds Over Sidra, in partnership with the United Nations (2015), Lambchild Superstar (2017), co-directed by Milk and OK Go's Damien Kulash,[5] and the children's augmented reality reading app, Wonderscope (2018). In April 2020, after 2 years in development, Within released Supernatural, a home fitness, health, and wellness service for virtual reality, which combines footage of real-life trainers with rhythm-mapped exercises set in outdoor locations. In 2020, Within was named one of Fast Company's Most Innovative Companies.[6]

In October 2021,

U.S. Federal Trade Commission sued Meta to block the acquisition, arguing that "Meta could have chosen to try to compete. Instead, it chose to buy."[8][7] In February 2023, the FTC lost its case against Meta in federal court, allowing Meta to acquire the company.[9][7] The acquisition was completed the following week,[10] and the FTC announced it would cancel an administrative proceeding against the acquisition later in the same month.[11]

In October 2022, Within sold the Wonderscope app to Amira Learning for an undisclosed amount.[12] In February 2023, the Within app shut down "to focus exclusively on building Supernatural."[13]

Investors

On June 16, 2016, Within rebranded from Vrse and raised a $12.65 million

Temasek, Emerson Collective, 21st Century Fox, Raine Ventures, WME, Live Nation, Vice Media, Tribeca Enterprises, Annapurna Pictures, and Legendary Pictures
.

In 2017, Within announced raising $40 million in a Series B round of funding led by Temasek and Emerson Collective including funding from existing investors Andreessen Horowitz, 21st Century Fox, and Raine Ventures and new investors

WPP and Macro Ventures.[17]

Awards

Within was named[18] the "Number 1" VR app for iOS by Apple Insider, featured[18] as the "Best New App" on iTunes, and was the most downloaded and highest-rated[19] cinematic VR app for Google Cardboard.

Within VR films were selected

Webby Awards. Milk’s "Clouds Over Sidra" won the Interactive Category at the 2015 Sheffield Doc/Fest Awards.[24] In 2020, Within was named one of Fast Company's Most Innovative Companies.[25] Within's Supernatural won "Best App" in Fast Company's 2020 Innovation by Design Awards.[26]

References

  1. ^ Janko Roettgers (2016-06-16). "VR: Chris Milk's Within Raises $12.5M from Fox, Legendary, Liz Murdoch". Variety. Retrieved 2016-11-19.
  2. ^ Stein, Scott (2023-02-08). "Meta Completes Acquisition of VR Fitness Company Within". CNET.
  3. ISSN 1059-1028
    . Retrieved 2019-01-03.
  4. ^ Franklin, Oliver (2014-11-17). "LA filmmaker mixes immersive technology with film | WIRED UK". Wired.co.uk. Retrieved 2016-11-19.
  5. ^ "LAMBCHILD SUPERSTAR: Making Music in the Menagerie of the Holy Cow | 2018 Tribeca Film Festival". Tribeca. Retrieved 2020-10-12.
  6. ^ "The 10 most innovative virtual and augmented reality companies of 2020". Fast Company. 2020-03-10. Retrieved 2020-03-10.
  7. ^ a b c Bartz, Diane (2022-07-27). "U.S. sues to stop Facebook from buying virtual reality firm Within". Reuters.
  8. ^ McCabe, David; Isaac, Mike (2022-07-27). "F.T.C. Sues to Block Meta's Virtual Reality Deal as It Confronts Big Tech". The New York Times. Archived from the original on 2022-07-28.
  9. ^ Feiner, Lauren (2023-02-01). "F.T.C. Sues to Block Meta's Virtual Reality Deal as It Confronts Big Tech". CNBC.
  10. ^ Stein, Scott (2023-02-08). "Meta Completes Acquisition of VR Fitness Company Within". CNET.
  11. ^ Wolfe, Jan (February 24, 2023). "FTC Abandons Challenge to Meta's Acquisition of Virtual-Reality Startup". The Wall Street Journal. News Corp. Retrieved July 29, 2023.
  12. ^ Solsman, Joan E. "Wonderscope AR Reading App Changes Hands, Will Head Into Schools". CNET. Retrieved 2023-02-08.
  13. ^ "Within". 2023-02-04. Archived from the original on 2023-02-04. Retrieved 2023-02-08.
  14. ^ Jordan Novet (2016-06-16). "Virtual reality startup Vrse raises $12.56 million, changes name to WITHIN | VentureBeat | Deals | by Jordan Novet". VentureBeat. Retrieved 2016-11-19.
  15. ^ Carolyn Giardina (2016-06-16). "Virtual Reality Startup VRse Raises $12.56 Million; Rebrands as 'WITHIN'". The Hollywood Reporter. Retrieved 2016-11-19.
  16. ^ a b c "Chris Milk's Vrse the latest VR firm to raise money, this time from Fox and WME". Los Angeles Times. 2016-06-16. Retrieved 2016-11-19.
  17. ^ Roettgers, Janko (2017-07-26). "Chris Milk's VR Studio Within Raises $40 Million Series B Round of Funding". Variety. Retrieved 2020-10-12.
  18. ^ a b Hughes, Neil (2015-08-01). "The best virtual reality apps for iPhone, compatible with Google Cardboard". Appleinsider.com. Retrieved 2016-11-19.
  19. ^ "The best VR content for Google Cardboard". Gizmag.com. 2015-11-11. Retrieved 2016-11-19.
  20. ^ "The Complete Lineup for Experiential Storytelling at the Tribeca 2016 Festival Hub | Tribeca". Tribecafilm.com. Retrieved 2016-11-19.
  21. ^ "Year 2016 | From the Archives of the AICP Awards | AICP Awards". Aicpshow.com. 2016-05-16. Retrieved 2016-11-19.
  22. ^ "Awards". AICP. Retrieved 2016-11-19.
  23. ^ Nudd, Tim (2016-06-24). "The New York Times VR Film 'The Displaced' Wins the Lions Entertainment Grand Prix". Adweek. Retrieved 2016-11-19.
  24. ^ "Sheffield Doc/Fest: Sheffield International Documentary Festival". Sheffdocfest.com. Retrieved 2016-11-19.
  25. ^ "The 10 most innovative virtual and augmented reality companies of 2020". Fast Company. 2020-03-10. Retrieved 2020-03-10.
  26. doi:10.1037/e532882006-003
    . Retrieved 2020-10-12.
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