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Michael Bay Developing Entertainment VR Properties


Michael Bay and The Rogue Initiative Partner to Create Entertainment Properties with a Focus on Virtual Reality


LOS ANGELES – June 15, 2016 – The Rogue Initiative and Michael Bay today announced a partnership to develop original entertainment properties with a focus on virtual reality and interactive hardware.

The new collaboration will produce immersive, virtual adventures offering gritty, danger-close action coupled with Michael Bay’s signature style and storytelling that fans all over the world have come to expect from his blockbuster action films.

This is Bay’s first foray into interactive entertainment; he will direct and The Rogue Initiative will produce and develop original content in cinematic-style VR.

Pete Blumel, co-founder and CEO of The Rogue Initiative, said: “I’ve enjoyed a long-standing relationship with Mr. Bay and couldn’t be more excited to work with him and truly leverage his unique vision and incredible depth of experience to this amazing new medium. We’re all absolutely thrilled to be working with such a cinematic powerhouse in the field of action entertainment.”

Bay said: “I’ve known Pete for a long time, and he’s put together a great team. I’m excited about building new visual worlds for this innovative medium with them.”

Cathy Twigg, co-founder and Chief Production Officer of The Rogue Initiative, said: “We take a comprehensive approach in producing our IP for the entertainment landscape, specializing in film, television and interactive experiences with a focus on virtual reality. This enables The Rogue Initiative to align with our partners in expanding our IP to various other platforms and media. We’ll be bringing this approach to the properties we co-create with Mr. Bay as well.”

The Rogue Initiative officially launched earlier this year with several projects in development.

The company will seek further investment and strategic partnerships to develop its slate of upcoming cinematic, interactive VR, film and television projects for platforms and distribution channels, including Sony Playstation, Oculus, HTC Vive, Samsung GearVR, Netflix, Amazon, Hulu, feature film, network and cable television.

Hrish Lotlikar, co-founder and CBDO of The Rogue Initiative, said: “We are producing entertainment properties for a global audience and continue to seek investors and partners internationally that would like to collaborate in developing and distributing our content.”

Michael Bay will join The Rogue Initiative as a strategic advisor, along with veteran film and television Producer Lynda Obst (whose credits include Interstellar, Contact, Sleepless in Seattle) as well as other recently added advisors, including Cliff Plumer (President, Jaunt Studios at Jaunt VR), Matthew Cohan (President, Bay Films), and Cody Simms (Executive Director, Disney/TechStars).

For more information about The Rogue Initiative and its collaboration with Michael Bay, please visit