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Does Avatar represent the future of movies? Maybe not
1 - This is their second round of funding. They had an angel round (reportedly $1M) in which USV were one of the investing groups.
2 - Spark Capital is a NYC based VC firm. The third firm to participate is a European investment firm Amadeus Capital (as well as some other individuals like Howard Lindzon)
Covestor was actually the first company of the bunch to get off the ground (of the three). I hope this will help open the doors for startups working in this related space.