Next Big Thing? Interactive 360° Videos

I've seen several companies working on this but this is one of the smoothest productions I've seen so far. Not sure of the value of implementing it in an action sequence. It's too hard to miss what should be seen by facing the wrong way. I can see this as being valuable in a virtual tour sense.

Another company i saw had you put together the videos and then direct the final production. The end user (viewer) could watch it as an edited movie or spin around freely. I see that as the best method. They'll watch twice: Once as the directed and the second time freely.