Samsung is ready to double down on virtual reality filmmaking. In an announcement at Sundance last week, Samsung USA marketing chief Marc Mathieu stated that the company plans on opening a VR production studio based in one if its New York City offices.

"At Samsung we love stories," Mathieu told his audience at the festival. "And we love to help people tell stories." The tech giant was otherwise mum about its plans for VR films going forward, but it's clear that the Gear VR device will figure prominently in its designs. What's more, the company inked a year-long partnership with the Sundance Institute to help develop filmmakers with its technology.

Samsung's announcement dovetails perfectly with Sundance 2016's future-focused New Frontier program, a sub-festival that's taking great interest in virtual reality films and experiences this year. Young upstarts and seasoned VR veterans like Nonny de la Peña are currently showing off their work there as the industry tries to push the medium forward. Samsung obviously wants to be on the frontlines when VR films start earning mainstream attention and even winning awards.