360° images have come a long way in quality since the old days of Quicktime VR, but they never really did hit the kind of popularity you may come to expect from a 3D-ish approach. And really, maybe it’s just because they are static and thus mostly boring. That may change however. Immersive Media has specialized themselves on 360° films with a twist: the material is not static, but actual film footage playing. It does make for a much more interesting experience:
You can get a lot more demos here.
Incidentally, they are the same folks behind the Google Street View technology.