Honing in on the outlook for virtual reality is the central effort of the Variety Intelligence Platform special report “Getting Real About VR,” a comprehensive data-filled examination of the technology and why Apple’s new mixed reality headset will be what’s needed to push immersive content into its next phase of evolution.

At this point, VR headset users mostly use the gadgets for gaming, though that’s not the only activity available. The format also spans apps and experiences devoted to social interaction (which could get us closer to the strictest definition of the metaverse ), fitness, mindfulness, movies and immersive storytelling.

It’s still early days for VR, but the tech is advancing rapidly, as each new headset generation represents a massive step-up from its predecessors. And as the technology improves, so could content. For Hollywood and other creative industries, it’s high time to do away with early misconceptions about VR and pay attention to this technology now.