Time Inc. Is Looking for a Brand to Help Launch Its Mount Everest VR Film

Wants a 'true partner' to give it a larger platform

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Time Inc. has the rights to Capturing Everest, a new virtual reality film from Endemol Shine Beyond USA, and it has big plans for the release of the film, but the company is still looking for a brand partner to make it happen, according to Mia Tramz, managing editor, LIFE VR, Time Inc. 

During the Capturing Everest Fireside Chat at the Brand Storytelling conference in Park City, Utah, on Thursday, Tramz explained that the film will "come out in 2017. We're still working on the exact dates. We'd like it to align with this year's climbing season."

Tramz continued: "We're also still looking for a sponsor to come in as a true partner and really give this a larger platform and a voice so a few things are coming together but in 2017." 

Time is looking to roll the film out with its Sports Illustrated title, with a possible cover as well as on the brand's VR platform, noted Bonnie Pan, president of Endemol Shine Beyond USA. 

Climbers Lisa Thompson, Jeff Glasbrenner and Brent Bishop were present and told Brand Storytelling attendees what it was like to try and film while climbing Mount Everest.

"Being able to film VR, which takes the experience to a whole other level, is exciting because it's going to motivate people to get out and [climb]," said Bishop. "[But] working with nascent VR technology isn't easy," said Bishop.

Glasbrenner added: "I have a special needs daughter. The biggest reason I wanted to be a part of this is she'll never be able to climb Everest but she'll be able to put on that headset and she'll be able to experience it. She'll be able to take every step that dad took to get to the top of the mountain."

@KristinaMonllos kristina.monllos@adweek.com Kristina Monllos is a senior editor for Adweek.