Entertainment marketing specialist Create Advertising Group is going virtual with the launch of its new CreateVR division. CreateVR will work with brands and studios to build virtual reality (VR) experiences to promote movies and more.

CreateVR’s first project is “Can You Walk the Walk,” a VR experience to promote Sony Picture’s upcoming “The Walk” movie that uses Sony’s Morpheus VR headset to virtually put users on a tightrope, strung between the towers of the World Trade Center in 1974.

Create founder David Stern said that projects like these will play a big role in the future of entertainment marketing. “We believe virtual reality has the potential to become the next great marketing frontier,” he said, adding: “It is as powerful a hook as we have ever seen.”