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The Producers Guild of America’s Code of Credits for Producing Immersive Media is intended to serve as a resource for the entertainment community. We hope that it will help to inform and educate producers and companies regarding the varied and involved work performed by producers of immersive work so that appropriate producing credits and terms can be negotiated.
Immersive media includes storytelling and entertainment experiences that rely solely or heavily on Virtual Reality or Cinematic VR technology.
These experiences are where single users, networked online users, or small groups of co-located users interact with one another in a fully immersive digital environment (VR - Virtual Reality), or real world views overlaid with digital elements (AR - Augmented Reality), or real world views where physical and digital objects can interact (MR - Mixed Reality). Extended Reality (XR) is the umbrella term that includes these three technology types. Immersive media also includes Cinematic VR, also known as 360º film, which is shot using special cameras, workflow and techniques which provides a spherical field of view of the physical world. The experiences of Immersive productions are characterized by:
• Engaging users in themed environments or interactive experiences that result in the unfolding of a story thread, user discovery, enrichment, and/or extended engagement.
• Taking users on a mediated or partially-mediated journey using visual, textual, or audible narratives.
• Engaging users in live performances or experiences.
Note: Though there is overlap, for categorization purposes, video games that utilize XR technologies are not included in this group (see Video Game section).
While this section is intended to inform on the customary producing team positions, the PGA is cognizant that productions in this evolving space can vary by formats, genre, budget and resources, linear1 vs non-linear2 workflows, and new technologies are determinants towards what credits are designated, and if applicable, public facing.
1 In a linear workflow, the production process follows a strict order, where each stage is completed before moving on to the next (i.e. development, pre-production, production, post production, release). The content produced is typically consumed in a predetermined order, from start to finish. For example, a VR film might have a beginning, middle, and end, where the viewer experiences the content in a specific sequence.
2 In a non-linear workflow, different stages of the production process can happen concurrently or out of order. For example, in interactive XR experiences, assets might be created and adjusted continuously throughout the development process, allowing for iteration and refinement at any point. Interactive XR is often designed where the user’s choices, actions, or movements can change the flow or outcome of the experience.
Executive Producer
Producer
Senior Producer
Production Manager
Production Supervisor
Associate Production Manager
Associate Producer
Production Coordinator
Post Production Producer*
Post Production Supervisor*
Post Production Coordinator*
Visual Effects Producer*
Visual Effects Production Manager*
Visual Effects Coordinator*
*Specific to productions with linear workflow.
Executive Producer
For Immersive media projects, the Executive Producer is the primary producing credit.
The Executive Producer for an Immersive media project is the person(s) most completely responsible for the creative, business, and financial aspects of the immersive media project.
The Executive Producer approves or secures financing which may include sources such as brand or advertising clients, or high-end technology partners, and ensures funds are in place prior to project commencement. The Executive Producer may conceive of the underlying premise of the project and its suitability to the immersive experience, and secures the necessary rights or licensing agreements when applicable.
The Executive Producer approves the key members of the creative and technical team and oversees development and R&D which includes conceptualizing the virtual environment, creating 3D models, coding interactive elements, integrating audio and visuals, testing for functionality, and optimizing the experience for various VR devices and platforms. For projects with a performance component, the Executive Producer oversees creative development aspects such as script, music, and will approve any key creatives such as actors or motion capture performers.
The Executive Producer approves weekly cost reports, and continues as the primary lead and point of contact for financial entities, technology partners, and brand clients. For the final phases of production and post-production, the Executive Producer consults with QA and testing and those involved with the final deployment or installation details. They strategize with financial, distribution, or publishing entities concerning the marketing and distribution plans in both domestic and foreign venues.
For Executive Producers that are not the primary producers, the credit applies to individuals that are not continuously hands-on with the project but are considered to be key stakeholders, principals, or senior executives who oversee strategic aspects (e.g. financing and business development, technology partner relations) of the immersive media project within the company portfolio.
Note: Due to various factors such as the scale and scope of the project, and whether produced independently, or at a small interactive development company, or within a large company partnered with a studio/network/streamer, the public facing credit of this position may be referred to as the Producer.
Producer / Senior Producer
The Producer has overlapping responsibility with the Executive Producer and is the person(s) most completely responsible for fulfilling the creative vision (i.e. interactive storytelling, audience and user experience, etc.) on time and on budget while maintaining the highest quality of work. Partnering with experienced department heads and developers (e.g. design, art, engineering, software development), the Producer develops the approach for creating the experience and provides estimates of budget & schedule requirements needed to complete the work. The Producer negotiates and manages relationships with third parties as needed (i.e. app developers).
Note: Other credits that may be synonymous with this description include Project Director and Senior Producer.
Production Manager
The Production Manager reports directly to the Producer and supervises the day-to-day operations of the producing team, providing continuous and usually in-person consultation with the VR UX designers, software designers, creative directors, technical directors and key creative and technical personnel from various departments (e.g. design, art, technical, animation, audio, QA). In collaboration with the Producer, they create and maintain the project roadmap and manage the internal and external work toward successful milestone completions. In conjunction with the Producer, they manage the production crew on a daily basis, including giving direction to Production Supervisors, Coordinators and Production Assistants, defining their responsibilities for the project and prioritizing their work. At the discretion of the Producer, may assist with contributing to bid meetings as needed and select key creative team members as permitted.
Production Supervisor / Associate Production Manager / Associate Producer
The Production Supervisor reports directly to the Production Manager and executes delegated scheduling and logistical tasks of the immersive media project.
Note: This role may instead receive the title of Associate Producer or Associate Production Manager.
Production Coordinator
The Production Coordinator reports to the Production Supervisor and/or Producer. The Production Coordinator is responsible for all logistical tasks as assigned by other members of the producing team involving any or all aspects of the production. The Production Coordinator supports all members of the production team and they are instrumental in the smooth flow of communication and information exchanges between all departments.
Note: This role may instead receive the title of Associate Producer.
POST PRODUCTION
The following post-production positions are applicable to immersive media projects engaged in linear workflows.
Post Production Supervisor
The Post Production Supervisor may be designated and is responsible for the complete oversight of the post production department of an immersive project engaged in a linear workflow. This includes managing workflow, scheduling, and coordinating the various stages of post-production, such as editing, composer work, visual effects, color correction, animations and final delivery. The Post Production Supervisor ensures that the project stays on schedule and within budget while meeting the creative and technical standards set by the producing team.
Note: Depending on experience, instead may receive credit as Post Production Producer.
Post Production Supervisor may not be designated due to various factors such as the scale and scope of the project, concept and subject matter, and whether produced independently or within a studio/network/streamer setting.
Post Production Coordinator
The Post Production Coordinator is responsible for facilitating post production functions as assigned by the Post Production Supervisor. These functions can involve interaction with various studio and post production departments, and concern any and all aspects of post production logistics such as working with vendors, helping to prepare crew deal memos, purchase orders, scheduling ADR, making travel arrangements, distributing paperwork, distributing cuts, maintaining crew lists, etc.
VISUAL EFFECTS
The following visual effects positions are applicable to immersive media projects engaged in linear workflows.
Visual Effects Producer
The Visual Effects Producer has responsibility for the business and financial aspects of the visual effects (VFX) department and on the immersive project. The Visual Effects Producer reports directly to the Executive Producer and/or Visual Effects Supervisor. The Visual Effects Producer may not be designated due to the scale and scope of the project, concept and subject matter, and whether produced independently or within a studio/network/streamer setting.
This role includes:
• Developing and overseeing the VFX budget and schedule in collaboration with the Visual Effects Supervisor, Director, and the Primary Producing Credit.
• Hiring and managing VFX staff and crew (e.g. Visual Effects Production Managers & Coordinators, Data Wranglers, etc)
• Implementing VFX production workflows
• Sending out bids and contracting VFX production houses to complete the work.
Note: Visual Effects Producer may not be designated due to various factors such as the scale and scope of the project, concept and subject matter, and whether produced independently or within a studio/network/streamer setting.
Visual Effects Production Manager
The Visual Effects Production Manager reports directly to the Visual Effects Producer and/or the Visual Effects Supervisor.
The Visual Effects Production Manager is responsible for the logistics of the VFX workflow for the immersive project, from pre-production through delivery of all VFX work, and/or assuming many of the day-to-day tasks of the Visual Effects Producer which may include selecting and procuring VFX vendors, budgeting & scheduling, department management, and staffing such as overseeing Visual Effects Coordinator(s).
Note: Visual Effects Production Manager may not be designated due to various factors such as the scale and scope of the project, concept and subject matter, and whether produced independently or within a studio/network/streamer setting.
Visual Effects Coordinator
The Visual Effects Coordinator reports directly to the Visual Effects Production Manager and/or Visual Effects Producer.
The Visual Effects Coordinator facilitates VFX workflow as assigned by the Visual Effects Production Manager which can involve interaction with various production and post-production departments concerning all logistical aspects of visual effects. The Visual Effects Coordinator tracks data captured on set or in creative reviews with the filmmakers, transmit clear information about approvals or revisions of work, coordinate with the other departments in sharing and receiving key information for production and post production.
Note: Visual Effects Coordinator may not be designated due to various factors such as the scale and scope of the project, concept and subject matter, and whether produced independently or within a studio/network/streamer setting.