The Future of Hologram Tech Comes Down to Its Price Tag

Samson Amore

Samson Amore is a reporter for dot.LA. He holds a degree in journalism from Emerson College. Send tips or pitches to samsonamore@dot.la and find him on Twitter @Samsonamore.

The Future of Hologram Tech Comes Down to Its Price Tag
Photo: Proto

In 1971, Dennis Gabor was awarded the Nobel Prize in Physics for his invention of the holographic method, which was based on bending light waves to reproduce images. Since then, the hologram’s been adapted for a variety of uses, from reanimating dead musicians to 3-D movies and passport stamps.


During the pandemic as artists worldwide sought out alternative ways to reach their audiences, there was again, a moment in which holograms appeared to be a part of the future – of classrooms, work communication and entertainment.

But the technology is far from mainstream, and the dream that we’d all interact with holograms on a daily basis hasn’t come to fruition yet.

Entertainment

Back in 2012, Tupac Shakur was reanimated for a brief set as a hologram at the Coachella Valley music festival.

The creation was a joint effort between several firms, including Arizona-based AV Concepts and Digital Domain, based in Playa Vista. Digital Domain’s chief technology officer Hanno Basse told dot.LA the company worked with the also King estate and Time Magazine to create a hologram of Dr. Martin Luther King, Jr. for a VR museum exhibit.

Besides holographic people, Digital Domain creates realistic CGI for films in its digital humans lab, and has been used in blockbusters including Marvel’s “She-Hulk,” “Black Widow” and “Avengers: Endgame” as well as a 2018 “Call of Duty” ad for Activision.

Basse said that while Digital Domain’s VFX work with digital humans on films like “Titanic” and “The Curious Case of Benjamin Button” has earned it Oscars, the company’s eager to use its tech in other ventures. Additionally, one area Digital Domain is trying to work more on is video games, which rely entirely on virtual humans. Gaming in particular is a space ripe for virtual human tech, especially since realistically animating characters, especially in multiplayer games, is still challenging even for huge studios.

Hologram Tupac debuted at the Coachella Valley Arts & Music Festival in 2012.Photo: AV Concepts

Communication

But while hologram Tupac was a big deal, in 2020, Nussbaum realized that communication – not concerts – was where hologram tech was needed.

So Nussbaum started Proto and developed what’s now the company’s flagship device, the Proto Epic. It’s a nearly 90-inch-tall metal box capable of fitting a human over six feet tall inside. The box is also equipped with front-facing 4K video cameras and speakers, so the box can transmit audience feedback and let the user respond in real-time (watch Ellen DeGeneres do so here).

Becoming a hologram is simple – iPhones 13 and above have 4k cameras, so all it requires is the Proto Beam app, which uses the phone to live capture 3D video and beam it to the Proto E (or the smaller, tabletop model, the Proto M) from anywhere.

You might recall that during the pandemic, news station KTLA used Proto to do remote red-carpet reporting for the 2020 Emmy Awards.

Howie Mandel, a backer of Proto, told dot.LA after a demo he became an investor and advocate for the technology (Proto’s Van Nuys office is housed in the same building as Mandel’s production and podcast studio).

“It was like the first time I saw an iPhone,” Mandel said. “It puts Zoom and every other video broadcaster and hologram company to shame. I can be someplace without going anywhere, which is my dream come true as a germaphobe.”

Proto founder David Nussbaum, left, does a fist-bump with investor Howie Mandel, right, via the Proto E device. Photo: Proto

Advertising

Mandel said he sees potential for Proto in merchandising. To that end, the company has already inked deals with auction house Christie’s, also an investor, to use Proto devices to show items. Other clients include Verizon, Virgin Media O2 and CAA. Retailer H&M also uses Proto E devices to replace window mannequins.

“I think it’s going to be the Kleenex of communication, retail, education and advertising,” Mandel told dot.LA about his predictions for Proto’s future.

Scott Likens, head of accounting firm PwC’s innovation hub, said he learned of Proto from a participant in its Next Tech Studio and began working with them last spring. PwC mainly uses Proto to communicate globally without boundaries.

“Hologram is a unique space that requires dynamic hardware and software, so we are continuously testing what works in both small and large collaborative sessions,” Likens noted.

H&M used a Proto E (right) to replace window mannequins at one of its stores with videos of hologram models. Photo: Proto

Healthcare

Bari Hoffman, associate dean for clinical affairs and internal medicine professor at the University of Central Florida, said she’s been using the Proto Epic device since 2021.

Hoffman said UCF has used Proto to beam in volunteers for virtual exams, including people with advanced Huntington’s disease who couldn’t otherwise travel. She also said Mandel used one to talk to a class about his OCD diagnosis and had a “seamless” live conversation.

“It’s really imperative and impactful for our students to be able to see in high definition the life-size, head to toe experience of that patient,” Hoffman said. She added that while most medical schools also rely on trained actors to simulate symptoms for education, hologram tech could allow people actually living with chronic diseases to volunteer from afar.

But holograms are not ready for large-scale healthcare use, Hoffman said. “Nobody is actually delivering health care with the technology yet, because there's some other things that need to be in place to make it compliant [with regulators].” Adding that, UCF has recruited a “large number of faculty and clinical experts, physicians and surgeons in the community to study and evaluate [it].”

Digital Domain's virtual human technology used hologram-like tech to de-age football star Joe Montana for NBCUniversal's "Quantum Leap." Photo: Digital Domain

Upcoming innovations

That said, it’s going to take some time before consumer-focused devices like Proto make their way into the home of everyone in America considering the smaller Proto M retails for nearly $7,000. Though Nussbaum wouldn’t disclose sales figures, he said he’s sold “hundreds” of them.

Which explains why other companies have jumped into the hologram business. In 2016, Microsoft began working on HoloLens, a mixed-reality headset that retails for $3,500. And in 2020, Meta filed a patent application for “3D conversations” conducted virtually using hologram-like tech.

For his part, Basse said he expects an arms race for holograms or digital human technology to accelerate. “Visual presentations in one form or another are a major piece of modern life, and people, creators and organizations that are looking to stand out need to find ways to rise above the competition,” he said.

Mandel was also optimistic about holograms becoming mainstream. “This is probably the most excited I have seen people around a piece of technology,” he said of Proto. “It needs to be everywhere.”

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The New Face of Live Shopping: Whatnot’s $5B Journey

🔦 Spotlight

Hello Los Angeles,

This week has been a challenging one for many in our city as we continue to face the aftermath of the recent wildfires. Recovery efforts are in full swing, and as always, the strength and resilience of our community shine through.

If you or someone you know has been impacted, there are resources available to help navigate this difficult time:

  • Pacific Palisades Fire Damage Maps: View here

These tools can provide support, whether you’re looking for financial assistance, housing resources, or updates on affected areas.

While our community focuses on recovery, we’re also reminded of what makes LA unique: its unrelenting drive to build, create, and innovate. A great example this week comes from Whatnot, the live shopping platform co-founded in 2019 by Grant LaFontaine and Logan Head, which has just achieved a major milestone.

Whatnot announced it raised $265 million in Series E funding, valuing the company at an impressive $5 billion.

For those unfamiliar, Whatnot combines shopping and entertainment through live-streamed auctions. Think of it as a vibrant, interactive marketplace where sellers showcase everything from trading cards and collectibles to fashion items, all in real time. Buyers can bid during the stream, creating a sense of excitement and connection that feels more personal than traditional online shopping.

The company’s new funding—co-led by Greycroft, DST Global, and Avra Capital—will drive expansion into markets like Australia and bring improvements to seller tools, from inventory management to advanced analytics. But what stands out most is Whatnot’s focus on its people. CEO Grant LaFontaine announced plans to buy back $72 million in shares for long-term employees, a move that underscores the company’s dedication to sharing its success.

As we move forward, let’s celebrate stories like these that show how innovation thrives in LA—even amid challenges. Whether it’s supporting wildfire recovery, building the next great startup, or simply connecting with others, we each play a role in shaping the spirit of our city.


🤝 Venture Deals

LA Companies

  • Phase Four, a leader in advanced in-space propulsion systems, announced the first close of its Series C funding round, securing nearly 60% of the target raise, led by Artemis Group Capital, to ramp up production of its Valkyrie Hall Effect Thrusters to at least 250 units annually and develop cutting-edge propulsion technologies for defense and national security needs. - learn more
  • Proper, a next-generation supplement brand launched by fitness entrepreneur Amanda Kloots, secured investment from Ben Bennett's Beauty Accelerator, The Center, to redefine the supplement industry with innovative, nutrient-focused wellness solutions tailored for modern lifestyles. - learn more
LA Venture Funds
  • Sound Ventures participated in a $17M funding round for Reshop, a platform simplifying the returns process for consumers and merchants, with plans to use the funds to enhance their technology and expand their services. - learn more
  • LFX Venture Partners participated in a $30M strategic funding round for Shippeo, a Paris-based company specializing in real-time multimodal supply chain transportation visibility; the funds will support Shippeo's global expansion, particularly across North America and the Asia-Pacific region. - learn more
  • Amboy Street Ventures participated in a $15M Series A+ funding round for Granata Bio, a biotechnology company focused on developing advanced gene therapies; the proceeds will be used to accelerate the development of their pipeline and expand their research capabilities. - learn more
  • BAM Ventures participated in a $700,000 seed funding round for MX Locker, an online marketplace for buying and selling motocross gear and parts; the company plans to use the proceeds to enhance its platform and expand its user base. - learn more
  • Crosscut Ventures participated in a $7.15M seed funding round for SoloPulse, an Atlanta-based company developing advanced radar technology; the funds will be used to enhance their product development and expand market reach. - learn more
  • Starburst Ventures participated in Loft Orbital’s $170M Series C funding round, bringing the San Francisco-based satellite infrastructure provider’s total capital raised to $280 million, with the funds aimed at accelerating their "condosat" missions to simplify and expand access to space. - learn more
  • Overture VC participated in a $100M Series B funding round for Harbinger, a Southern California-based electric vehicle company specializing in medium-duty EVs; the funds will be used to accelerate the production of their electric vehicle platforms. - learn more
  • Muse Capital and Time BioVentures participated in an $18M Series A funding round for Conceivable Life Sciences, a New York-based biotech company developing the world's first AI-powered automated IVF lab; the funds will support their ongoing commercial pilot program in Mexico City and preparations for a U.S. launch targeted for early 2026. - learn more
  • B Capital Group participated in a $25M Series B funding round for Labviva, a Boston-based AI-driven procurement platform for life sciences; the funds will be used to accelerate product development, enhance marketing and customer support, and expand internationally. - learn more
  • Focalpoint Partners participated in a seed funding round for Kerna Labs, a San Francisco-based AI biotechnology company focused on advancing mRNA payload design for new therapies, with the funds supporting operational expansion and development efforts. - learn more

LA Exits

  • Intracom Systems, a pioneer in software-based communication solutions, has been acquired by IPC, a global leader in trading communications technology, to enhance IPC's SaaS communications offerings for the financial services industry. - learn more
  • Adexa, a provider of advanced supply chain planning solutions, has been acquired by Eyelit Technologies to enhance its Manufacturing Operations Management (MOM) and Manufacturing Execution Systems (MES) offerings and expand its market presence. - learn more
  • Caramel, a platform specializing in simplifying online vehicle transactions, has been acquired by eBay to enhance its offerings for secure and streamlined automotive buying and selling experiences. - learn more
  • ImaginAb, a biotechnology company specializing in antibody-based imaging and therapeutic solutions, has been acquired by Telix Pharmaceuticals to expand its next-generation therapeutic assets and biologics technology platform. - learn more
  • Sleepypod, a global leader in crash-test-certified safety harnesses and carriers for pets, has been acquired by Paw Prosper to enhance its commitment to pet well-being and expand its portfolio of innovative pet safety solutions. - learn more

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Standing Together Through the Flames

🔦 Spotlight

To our Los Angeles family,

This week’s wildfires have brought immense pain and hardship to our beloved city. Many of our friends, neighbors, and colleagues have faced evacuations, power outages, and the devastating loss of homes and livelihoods. Our hearts go out to everyone affected by this tragedy.

At dot.LA, we want to express our deepest sympathy to those suffering in this moment. We see your resilience and stand with you during this challenging time. This community has always been defined by its strength and compassion, and now is the time to come together in support.

If You or Someone You Know Has Been Impacted, Resources Are Available:

Evacuation Shelters:

  • Calvary Community Church: 5495 Via Rocas, Westlake Village, CA 91362
  • Ritchie Valens Recreation Center: 10736 Laurel Canyon Blvd., Pacoima, CA 91331
  • Pan Pacific Recreational Center: 7600 Beverly Blvd., Los Angeles, CA 90036
  • Westwood Recreation Center: 1350 Sepulveda Blvd., Los Angeles, CA 90025
  • Pasadena Civic Auditorium: 300 East Green Street, Pasadena, CA 91101
  • Pomona Fairplex: 1101 W McKinley Ave, Pomona, CA 91768
  • Stoner Recreation Center: 1835 Stoner Ave, Los Angeles, CA 90025

Animal Shelters:

Small Animals:

  • Agoura Animal Care Center: 29525 Agoura Rd, Agoura Hills, CA 91301
  • Baldwin Park Animal Care Center: 4275 Elton St, Baldwin Park, CA 91706
  • Carson Animal Care Center: 216 W Victoria St, Gardena, CA 90248
  • Downey Animal Care Center: 11258 Garfield Ave, Downey, CA 90242
  • Lancaster Animal Care Center: 5210 W Ave I, Lancaster, CA 93536
  • Palmdale Animal Care Center: 38550 Sierra Hwy, Palmdale, CA 93550

Large Animals:

  • Pomona Fairplex: 1101 W McKinley Ave, Pomona
  • Industry Hills Expo: 16200 Temple Ave, City of Industry, CA 91744
  • Antelope Valley Fair: 2551 W Avenue H, Lancaster, CA 93536
  • Los Angeles Equestrian Center: 480 W Riverside Dr, Burbank, CA 91506
  • Pierce College Equestrian Center: 7100 El Rancho Dr, Woodland Hills, CA 91371

Disaster Relief Information:

  • LA County Assessor: Information for property owners and FAQs about disaster relief.

Mental Health Support:

  • Los Angeles County Department of Mental Health: Crisis counseling and support for those affected. Access services through their website or call their hotline at (800) 854-7771.

Temporary Housing Support:

  • Airbnb: In partnership with 211 LA, offering free temporary housing for displaced residents. Spaces are limited; complete the form to be notified of availability.

Transportation Support:

  • Uber: Use promo code WILDFIRE25 for 2 free rides up to $40 each to/from active shelters.
  • Lyft: Code CAFIRERELIEF25 offers 2 rides up to $25 each for up to 500 riders, valid until 1/15.
  • Metro: Fare collection is suspended systemwide.

Staying Informed:

  • Watch Duty App: Provides real-time wildfire tracking, evacuation warnings, and updates.
  • Los Angeles Fire Department Alerts: Visit their website for the latest information on fire status and safety guidelines.

Safety Precautions:

  • Ready, Set, Go!: Personal Wildfire Action Plan by the Los Angeles County Fire Department.

To those in our community who are volunteering, donating, or offering aid in any form—thank you. Your efforts embody the spirit of LA: strong, compassionate, and unstoppable.

At dot.LA, we’re committed to amplifying stories of resilience and support. If you’ve seen inspiring acts of kindness or have resources to share, please let us know. Together, we can shine a light on the incredible ways this community is stepping up during these trying times.

In the days ahead, let’s hold tight to the bonds that unite us and remember that we are stronger together. The fires may scar the land, but they cannot dim the collective spirit of Los Angeles.

We’re here for you, and we’re with you.

    Download the dot.LA App

    A Strong Finish to 2024 for LA Tech: Crosscut Ventures Leads the Way

    🔦 Spotlight

    Happy Friday LA!

    As we close the book on 2024, Los Angeles has had a remarkable year in tech and venture capital. From groundbreaking funding rounds to industry-defining innovations, the city’s tech ecosystem has showcased its ability to adapt and thrive. Among the year’s final highlights was the announcement that Crosscut Ventures, one of LA’s premier early-stage venture capital firms, has added Jon Ylvisaker as its newest Partner.

    Crosscut Ventures’ Bold New Direction

    Announced in late December, Jon Ylvisaker’s appointment reflects Crosscut Ventures’ commitment to advancing its focus on the energy transition. Ylvisaker brings decades of experience in driving investments in energy technologies and digital infrastructure. As the founding partner and managing director of Yield Capital Partners, he led investments in startups and established companies shaping the future of sustainability. At Wolfacre Global Management, a Tiger Management hedge fund, he further honed his expertise in supporting impactful climate-focused solutions.

    Brian Garrett, Managing Director and Co-Founder of Crosscut Ventures, said, “Jon's extensive experience in climate and digital infrastructure investments, coupled with his impressive track record of bringing groundbreaking technologies to market, makes him the ideal partner to help lead our focus.”

    Since its founding in 2008, Crosscut has played a key role in shaping LA’s tech landscape. Ylvisaker’s addition reinforces the firm’s commitment to addressing global challenges like energy transition and sustainability, further solidifying its leadership in venture capital innovation.

    What’s Next for LA Tech in 2025

    The momentum from 2024 has set the stage for an even bigger year ahead. Entrepreneurs, investors, and innovators in LA are poised to take on new challenges and create meaningful change across industries.

    As we step into 2025, we want to thank everyone who helped make 2024 such a standout year. Here’s to another year of progress, innovation, and success. From all of us at dot.LA, Happy New Year!

    🤝 Venture Deals

    LA Companies

    • First Resonance, a company specializing in digital manufacturing software through its ION Factory OS, has raised a $20M funding round led by Third Prime with participation from Blue Bear Capital and others. This brings its total funding to $36M and will be used to accelerate product development, grow its customer base, and enhance support for advanced manufacturing sectors like aerospace, robotics, and clean energy. - learn more
    LA Venture Funds
    • Finality Capital Partners led a $17M Seed funding round for ChainOpera AI, a California-based company developing blockchain networks for AI-powered agents and applications, to accelerate product development, expand its team and enhance its blockchain and AI integration capabilities. - learn more

    LA Exits

    • Thirteen Lune, an inclusive beauty e-commerce platform, has been acquired by SNR Capital, marking a significant milestone in the platform's mission to amplify underrepresented beauty brands while fueling its next stage of growth. - learn more
    • Ergobaby, a leading brand in juvenile products known for its high-quality baby carriers, has been acquired by Highlander Partners. The acquisition aims to bolster Ergobaby’s growth, expand its product offerings, and strengthen its position in the parenting solutions market. - learn more

    Download the dot.LA App

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