Various embodiments of the invention disclosed herein provide techniques for generating a three-dimensional virtual environment. A 3D object/effects generator executing on a client device receives a media content item. The 3D object/effects generator receives content metadata associated with the media content item. The 3D object/effects generator generates at least a portion of a 3D virtual environment based on the content metadata. The 3D object/effects generator displays the media content item and the at least a portion of the 3D virtual environment on a display associated with a virtual reality device.