Yahoo adds Hollywood Reporter as XR partner

Yahoo has announced The Hollywood Reporter as a partner for its Yahoo News XR Partner Program.

Expanding by adding top digital publishers such as USA Today, Reuters, The Associated Press, NowThis and LA Times as partners, Yahoo continues to pair its tech and creative capabilities and massive distribution with journalists and storylines that explore what XR news and journalism can be in a 5G world.

The new partnership will allow hollywoodreporter.com “to deploy augmented reality experiences on desktop and mobile web browsers through Yahoo’s Immersive Platform.”

Joanna Lambert, Head of Consumer, Verizon Media, said:

“Our Yahoo News XR Partner program was created in an effort to support our partners with groundbreaking technology that embraces immersive storytelling and experiences. We are thrilled to join forces with an incredible partner like The Hollywood Reporter as we continue to connect our audiences to their passions and expand celebrity coverage and entertainment conversation in innovative new ways, using immersive technologies to allow our audiences to be active participants in the topics and issues that matter most to them.”

Matt Bravmann, Senior Director of Marketing at THR, added:

“The Hollywood Reporter is thrilled to evolve our iconic entertainment legacy by joining forces with the Yahoo News XR Partner Program. “By bringing Hollywood’s biggest stars to audiences’ living rooms and recreating the excitement of the red carpet, we’re able to capture the emotional connection audiences are craving now more than ever. This is truly a new frontier of entertainment technology and storytelling.”