After roughly three years of commercial viability, virtual reality seems to have excelled within a different realm than the one I typically wonder about: the film festival. Events like Sundance, Tribeca, and South By Southwest already overflow with weird, not-quite-accessible films about real-world drama, emotions, and nonsensical stories. And today, the only venue that fits those works better than arthouse theaters, quite frankly, is the ornate, vision-filling VR headset.

But filmmakers aren’t just descending onto hardware like HTC Vive, Oculus Rift, and Samsung GearVR in a boring, flash-in-the-pan manner. At SXSW 2018 in particular, they’re finally exhibiting a proficiency in two equally important extremes: what VR can sell that normal films cannot, and what VR must compromise or let go of for the sake of a better film experience.

I went eyes-on with nearly two dozen VR experiences at SXSW 2018, and I’ll be honest, some of them were rough. Some filmmakers still think that a 360-degree video that forces viewers to crane their neck and hunt around for content is a good idea (geez, please stop making those). Others packed far too much visual noise or too many unnecessary interactions into a 3D world that never answered the important question of why its content and message was better in VR than on a flat screen.