Remember that 3D hologram of 2Pac performing on stage with Snoop Dogg? It was the most talked about moment at the Coachella Valley Music and Arts Festival last April. Remember how excited everyone was and all the talk of bringing people like Elvis back on tour? Well, sorry Elvis fans. Digital Domain Media Group Inc., the company behind the hologram technology, filed for Chapter 11 bankruptcy protection last week.
What Went Wrong?
It’s a sad ending for a company that showed such innovation in the special effects industry. Digital Domain Media Group Inc. was founded by famed director James Cameron. They’ve produced award winning work on more than 90 movies including Titanic, Pirates of the Caribbean: At World’s End and the Transformers series.
- The Tupac Shakur hologram was one of the most talked about special effects of the year.
- It won the Cannes Titanium Lion award.
- A video of the 2Pac hologram performance at Coachella got over 15 million YouTube views in only 48 hours.
- The hologram technology appeared to open a whole new potential revenue stream for the company. Digital Domain even got the green light to create an Elvis Presley hologram for live shows, film, TV and other projects.
What Went Wrong?
Unfortunately, it looks like Digital Domain Media Group Inc. simply just ran out of cash. According to court filings, the company had violated its lenders cash and debt requirements and defaulted on a series of loans. Debt holders have agreed to provide up to $20 million in financing that will fund its activities while Digital Domain restructures.
Will The 2Pac Hologram Ever Go On Tour?
So will Elvis fans ever get to see a hologram version of the King in concert? Will the 2Pac hologram get to go on tour? The good news is Digital Domain is being restructured and not liquidated. Guess we’ll just have to wait and see.
Frank Wilson is a retired teacher with over 30 years of combined experience in the education, small business technology, and real estate business. He now blogs as a hobby and spends most days tinkering with old computers. Wilson is passionate about tech, enjoys fishing, and loves drinking beer.