The New York Times has launched an app called NYT VR to provide immersive virtual reality journalism. The app contains short documentary films that transport the viewer to important locations and events. Revenue from virtual reality is expected to increase significantly in coming years, providing an opportunity for the Times to earn money through sponsored branded content in the VR space. The NYT VR team operates independently from the rest of the Times organization like a startup to pioneer new forms of storytelling through the virtual reality medium.