The next time you come across a virtual reality promotion for the next chapter in the Star Wars saga, Accenture might be responsible.

Today The Walt Disney Studios announced that it has chosen the self-described professional services company as Innovation Partner for StudioLab, an upcoming initiative that will focus on using emerging tech to create “entertainment experiences” around Disney feature films and other properties.

StudioLab, scheduled to open this May, will make use of such tools as virtual reality, XR or “cross reality,” “next-generation cinematic platforms” and the ever-present Internet of Things to promote properties from Walt Disney Animation Studios, Pixar, Lucasfilm and Marvel in addition to Disney’s live musical and theatrical efforts.

Fjord, the international design consultancy acquired by Accenture in 2013, will play a lead role on coming projects while working with the larger firm’s internal R department.

Today’s announcement is part of a three-year agreement between the partners, with Accenture helping to develop StudioLab’s physical space, founding charter and governance and standard business practices in collaboration with the internal Disney team.

“Accenture Interactive is thrilled to collaborate with the imaginative minds at The Walt Disney Studios on entertainment R to reimagine how people experience storytelling,” said Baiju Shah, Accenture Interactive chief strategist and global lead at Fjord, who added that the partnership “demonstrates the true purpose of Accenture Interactive.”

The text above is a summary, you can read full article here.