Virtual reality industry ‘in need of a jump-start,’ Imax CEO says at new VR center
Imax has made deals to build pilot centers in multiplexes with AMC Theatres and Regal Entertainment Group to test whether such attractions will help bring young people back to movie theaters. Each center costs $250,000 to $400,000 to create, not counting real estate spending, Gelfond said. Imax has additional centers planned for Britain and China and is eyeing projects in Japan, the Middle East and Western Europe.
The company on Tuesday announced deals with David Ellison’s production company Skydance Media and game publishing giant Ubisoft to provide content to the new centers. Skydance’s upcoming games include a science-fiction first-person shooter called “Archangel” and “Life VR,” an experience tied to the company’s upcoming space station thriller “Life.” Similar to the movie industry, Imax will share ticketing revenue with the gaming studios.
The flagship Imax VR Centre, located across the street from the Grove shopping center, opened with a soft launch Jan. 6. Gelfond said it has so far attracted 5,000 customers, and sales are growing so far, up 80% week-over-week. But, he admits, the company’s involvement with VR is still in very experimental stages.
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