×
You will be redirected back to your article in seconds

IMAX Opens First Virtual Reality Center in Europe

Plans take shape for five more VR centers internationally

IMAX and Odeon Cinemas have opened a virtual reality entertainment hub in Manchester, England, the first of its kind in Europe.

There are five IMAX VR Centers around the world offering virtual reality movies, games, and experiences. The British one is located inside the Odeon at the intu Trafford Centre, and comprises 10 pods that allow multiple players or viewers to experience VR in a social setting. IMAX said it wants to test VR’s ability to woo younger audiences to the cinema.

“We are excited to join forces with our longtime partner Odeon to unveil the next evolution of immersive entertainment in Europe, starting with the launch of the IMAX VR Centre in Manchester,” said 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.”

IMAX has established a VR Content Fund and will provide the content for the new center. The VR experiences on offer are typically between eight and 15 minutes. Launch content includes Ubisoft’s “Star Trek: Bridge Crew Rescue at Perseph” and a “Justice League” experience from Warner Bros.

IMAX and Warner Bros. have a co-financing and production deal for VR content, with “Justice League” one of three projects they will work on together.

Popular on Variety

The Manchester launch comes after the opening of similar centers in L.A., New York, Toronto, and Shanghai. It plans to open five additional centers in the coming month, in the U.S., Asia, and beyond.

Mark Way, managing director for Odeon Cinemas Group, said: “Our Odeon at the intu Trafford Centre is already one of the most innovative and popular cinemas in Europe, and now the launch of the IMAX VR Experience will make it one of the most unique cinemas in the world.”

More Film

  • “Facing It,” an eight-minute 30 second

    U.K. Short 'Facing It' Takes Top Prize at 2019 VIEW Awards

    “Facing It,” a claymation/live-action film about how relationships mold people, has won the 2019 VIEW Conference Award for best short film. The film was written and directed by Sam Gainsborough and co-written by Louisa Wood and produced at the National Film and Television School’s Beaconsfield Studio in Beaconsfield, U.K. The VIEW Awards are an offshoot [...]

  • THE CINEMA' 'FRAILTY AT LAEMMLE' FILM

    Laemmle Theatres Arthouse Chain No Longer Seeking Buyer

    Los Angeles-based arthouse chain Laemmle Theatres has stopped seeking a buyer, four months after putting itself on the sales block amid slow sales. Greg Laemmle, president of the 81-year-old exhibitor, announced the development Thursday. He told Variety that discussions with an unidentified buyer had reached an advanced stage but fell apart and that there has [...]

  • Morgan Freeman Lori McCreary Gary Lucchesi

    Film News Roundup: Morgan Freeman's Revelations Teams With Gary Lucchesi for Production Venture

    In today’s film news roundup, Morgan Freeman, Lori McCreary and Gary Lucchesi are teaming up; Zolee Griggs, Sara Rue and Ed Quinn are cast; and “Clementine” finds a home. JOINT VENTURE Morgan Freeman and Lori McCreary’s Revelations Entertainment is teaming with former Lakeshore Entertainment president Gary Lucchesi for a joint production venture. Lucchesi will develop [...]

  • 'When Lambs Become Lions' Review: A

    Film Review: 'When Lambs Become Lions'

    “For us, ivory is worthless unless it is on our elephants,” says Kenyan president Uhuru Kenyatta in a televised statement, shortly before several vast hauls of severed elephant tusks — ornately piled like sacred shrines — is ceremoniously set ablaze. It’s a confiscated collection that, Kenyatta tells his audience, is worth $150 million, literally going [...]

  • Shannon Hoon

    Live Nation Productions Boards Danny Clinch-Helmed Blind Melon Doc 'All I Can Say'

    Live Nation Productions and Double E Entertainment have signed on as executive producers of “All I Can Say,” the documentary film featuring footage shot entirely by the late Shannon Hoon of Blind Melon. The film’s title is taken from the opening lines of Blind Melon’s instantly recognizable 1993 smash, “No Rain.” Culled from Hoon’s archives, the [...]

  • Tom Hanks stars as Mister Rogers

    How Mr. Rogers Influenced the Pacing of 'A Beautiful Day in the Neighborhood'

    Fred Rogers was an icon to many. Everyone who met him and knew him says, “He really was like that.” He spoke in a soft voice and he was kind. He believed in doing good to others. He spoke to children in “Mister Rogers Neighborhood” in a soft voice, helping them to process complicated emotions [...]

More From Our Brands

Access exclusive content