DMG Entertainment, the Hollywood Studio that made Iron Man 3, is moving into virtual reality.

Dan Mintz, cofounder of the Beverly Hills, Calif.-based company, announced the launch of DMG VR, which is dedicated to entertainment that mixes storytelling with the new medium of VR.

Arcturus, the first incubated company under the DMG VR umbrella, will focus on developing interactive narrative experiences and next-gen technology across all VR platforms.

“The creative canvas of VR gives us new ways to experience stories and express creativity,” said Mintz, in a statement. “We’re partnering with a team of trailblazing leaders in this rapidly growing industry to push new boundaries and bring mind-blowing VR experiences to the world.”

The Arcturus team is led by key industry pioneers with decades of combined experience in the interactive and storytelling space. Ewan Johnson led production teams at Pixar and DreamWorks Animation, Devin Horsman is well-known in the industry as a leader in VR gaming, and Andy Stack was content and product pioneer for 360/VR Tech at YouTube/Google.

“We’re developing advanced technology to push storytelling in VR to new heights and combining it with original content, plus original content based on our world-class IP,” said Mintz. “When you add the Arcturus team to the mix, it sets a bold new standard for immersive VR experiences.”

According to Mintz, DMG VR will target funding, acquiring, and partnering with top entities in the high-growth space, particularly those with the acumen to succeed in the U.S. and globally.

“DMG’s track record of global success, considerable resources, and Dan’s creative vision will be instrumental as we elevate interactive VR experiences far beyond what is possible today, both technically and creatively,” said Andy Stack, chief operations officer at Arcturus. “We’re excited to join DMG and open the door to the future of the VR experience.”

This post by Dean Takahashi originally appeared on VentureBeat.