The New Zealand film and television industry punches above its weight.  We have an incredible bunch of creative and savvy people working in the industry who are not only creating exceptional content but are coming up with innovative ways to do so.  I attended a Women in Film and Television event recently where Aliesha Staples (of Staples Productions) demonstrated the applications of 360 virtual reality (VR) in film.  While VR technology has been around for some time now, it has started to gain exponential momentum over the last few years.  Film and television productions are now using VR technology to not only market their productions but also to create additional sources of revenue (e.g. by creating themed games).  From an intellectual property law perspective, this phenomenal rise in the use of VR technology gives rise to the inevitable question - what intellectual property rights exist in the virtual world, and can those rights be enforced?  For example, if a user of VR technology creates intellectual property within a virtual world, who owns that intellectual property? The terms of use, or end user licence agreements, will generally govern intellectual property ownership in such cases.  Under those terms, the user typically assigns all rights in user-generated content to the creator of the virtual world (and, in most instances, without knowledge of having done so as who reads terms of use before downloading a game/application?!).  However, as VR becomes more prolific and more users create content within VR worlds, this is likely to change.  Users are likely to demand more rights to the content they create within virtual worlds and the issue of whether ownership rights in a virtual world should be trumped by a click-through agreement that hardly anyone reads will need to be revisited.