It’s no secret that both Hollywood and independent film artists are fast embracing virtual reality technology, evidenced by movie tie-ins like The Mockingjay Experience, along with other brands looking for creative ways to us VR. Publications like The New York Times has taken advantage of the emerging technology by creating a set of documentary VR films, and it looks like the future is looking bright. June pre-orders for the Oculus Rift headset quickly sold out, despite the relatively high price point, while 5 million Google Cardboard units have shipped since June 2014.

However, the potential of virtual reality was probably showcased best at this year’s Sundance Film Festival, which is featuring 30 virtual reality exhibits. Among some of the most impressive being an experience based on the best-selling Leviathan trilogy, written by Scott Westerfeld. In this sci-fi experience, which pairs both virtual and augmented reality, users are invited to put on Oculus Rift headsets and step onto the Leviathan gondola, part of a gigantic genetically fabricated flying sperm whale, as it makes its way from London to Moscow. There’s no better way to understand the impossible than to be part of it.

Although it’s hard to top a giant flying whale, that hasn’t stopped others from experimenting with new experiences. Lucasfilm showed off the Holo-Cinema at Sundance, which lets fans step into the Star Wars universe to explore Jakku and check out a three-dimensional C3PO and BB-8. Eventually, this technology will allow users to have an Star Wars themed augmented reality experience from the comfort of their own homes.

John Gaeta, executive creative director of new media at the lab, said (via The Wall Street Journal) that the developing technology could be used to build “portals” that explore whole worlds or subplots of the Star Wars universe only hinted at in film. Gaeta also adds that he expects augmented-reality to become prevalent in three to five years and mainstream for all sizes of movies in five to ten years. Furthermore, the team isn’t is beholden to the Star Warsfranchise, and is developing experiences for other filmmakers.

Other New Frontiers exhibits at Sundance explore diverse topics that include the exploration of empathy and covering police violence. However, they all suggest that the immersive nature of virtual and augmented reality allow brands to engage with audiences at a deeper level. With a recent report from Goldman Sachs stating that virtual reality market could reach $80 billion by 2025, there’s a lot to be excited about.

To further take advantage of the momentum the technology is gathering, Samsung announced at the Sundance Film Festival that it will soon open its own virtual reality movie studio in New York City. Although little is known about the studio’s goals, it will no doubt be dedicated to creating experiences that help promote the Gear VR headset that launched last fall. Oculus VR, which partnered with Samsung to develop the Gear VR, announced a subsidiary named Oculus Story Studio at least year’s Sundance Film Festival, with the goal of creating more VR movies.

Those who can’t attend the Festival this year can still experience 13 of its VR films through theSundance Film Festival VR app using Google Cardboard or Gear VR. The app, in and of itself, is a testament to the potential reach of virtual reality and how brands can use it to engage with users on a new level.