The first IMAX VR Centre in Europe opens at Manchester’s intu Trafford Centre, with five more planner worldwide.
The opening of the Manchester IMAX VR Centre brings the total of IMAX VR centres worldwide to five, reports The Manchester Evening News.
There are already similar centres in Los Angeles, New York City, Toronto and Shanghai. The plan is to open five further centres in the next few months. All offer virtual reality cinema, games and interactive experiences.
Multiplayer games or entertainment content will tie in with movies on show at the cinema. IMAX is keen to find out in the immersive quality of VR will attract younger audiences back to the cinema.
IMAX and Odeon Cinemas have joined forces to open the British centre, the first of its kind in Europe. The new centre is based inside the Odeon at the intu Trafford Centre. It comprises ten two-person pods which let players or viewers enjoy VR in a social setting.
“We are excited to join forces with our long-time partner Odeon to unveil the next evolution of immersive entertainment in Europe, starting with the launch of the IMAX VR Centre in Manchester,” says Giovanni Dolci, managing director, Europe & Africa, IMAX Corp. “IMAX VR brings the best VR technology and content together in a highly social and interactive setting that will let you and your friends become part of the experience like never before.”
Virtual reality experiences will typically last around eight to 15 minutes. The launch includes content from Ubisoft’s Star Trek: Bridge Crew Rescue at Perseph and Warner Bros.’
IMAX and Warner Bros. Home Entertainment recently announced a new virtual reality co-financing and production agreement. Under the agreement, three interactive VR experiences were to be developed. The first is Justice League VR.
“Our Odeon at the intu Trafford Centre is already one of the most innovative and popular cinemas in Europe,” says Mark Way, managing director for Odeon Cinemas Group. “Now the launch of the IMAX VR Experience will make it one of the most unique cinemas in the world.”