Imax and Warner Bros. are going live with their first exclusive VR partnership, with a not-so-subtle-title: “Justice league: An Imax VR Exclusive” debuted in Imax VR Centers in Los Angeles, New York and Toronto Monday, and is scheduled to come to additional Imax VR Centers in the UK and Shanghai soon.
The title, which ties into the new Warner Bros. “Justice League” feature film, allows players to choose a “Justice Leage” character and fight the forces of evil in several different missions. Players can outrace their enemies as Batman, fight Parademons as Wonder Woman, stop a ticking bomb as The Flash, and more.
Warner Bros and Imax first announced their partnership in March, with plans to make exclusive VR experiences for both “Justice League” and “Aquaman” as well as a third, still-unannounced title. Under the agreement, Imax is co-financing the VR titles, and in exchange is getting an exclusive window to show them at the company’s VR centers. In the case of the “Justice League” experience, that window lasts just two weeks.
Imax opened its first VR Center in Los Angeles earlier this year, and has since added locations in New York, Toronto and Shanghai. The company plans to have a total of ten such locations up and running by the end of the year, and has also committed to invest a total of $50 million into VR content.
However, Imax still views its VR push as part of an evaluation phase to gather feedback from audiences. Imax chief bizdev officer Rob Lister told Variety this summer that the company would likely be able to crunch the numbers on this experiment by the end of the year, and at that point figure out whether it would be ready for a much more aggressive international roll-out. “We are off to a very promising start,” he said.