×
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.

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

  • 'Brokeback Mountain,' 'Jurassic Park' Added to

    'Brokeback Mountain,' 'Jurassic Park,' 'My Fair Lady' Added to National Film Registry

    “Brokeback Mountain,” “Jurassic Park,” “My Fair Lady,” “The Shining,” “Hud” and “Monterey Pop” are among the best known titles among this year’s additions to the National Film Registry by the Library of Congress. A place on the list — always made up of 25 films — guarantees the film will be preserved under the terms [...]

  • Christian Bale'Vice' film premiere, Arrivals, Los

    Christian Bale Recalls Meeting Donald Trump: 'He Thought I Was Bruce Wayne'

    With Christian Bale’s latest film, “Vice,” a political dramedy, it’s inevitable ties will be drawn between the film and the current political administration and its chief, President Donald Trump. On the red carpet for the premiere of “Vice,” Bale, who stars as former Vice President Dick Cheney, shared that he met the current president while [...]

  • ‘Bumblebee’ Again Tops Studios’ TV Ad

    ‘Bumblebee’ Again Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV advertising attention analytics company iSpot.tv, Paramount Pictures claims the top spot in spending for the second week in a row with “Bumblebee.” Ads placed for the sci-fi/action film had an estimated media value of $6.31 million through Sunday for 941 national [...]

  • Ryan Reynolds Stunt

    Film News Roundup: Ryan Reynolds' Michael Bay Film '6 Underground' Wraps Production

    In today’s film news roundup, shooting has wrapped on Ryan Reynolds’ “6 Underground,” BAFTA LA names new board members, and the WGA East honors longtime exec Randall Jasta.  PRODUCTION Michael Bay’s Ryan Reynolds-starrer “6 Underground” has wrapped production. Netflix and Skydance Media completed principal photography in Abu Dhabi on the action-adventure, which reportedly carries a $125 [...]

  • Bruce Springsteen on Broadway

    Film Review: 'Springsteen on Broadway'

    Hope you like the 69-year-old version of Bruce Springsteen’s face, because it’s virtually all you’re going to see for the two hours and 40 minutes of the filmed “Springsteen on Broadway” — other than the bare brick wall of the theater casting a dim glow in the background beyond those gray sideburns, and two songs’ [...]

  • Editorial use only. No book cover

    'A Star Is Born,' 'Vice' Lead 2018 Australian Academy of Cinema and Television Arts Nominees

    The Australian Academy of Cinema and Television Arts (AACTA) announced their nominees for the 8th annual AACTA International Awards on Tuesday. “A Star Is Born” and “Vice” lead the pack, with five and four nominations respectively. The two leading films compete with “BlacKkKlansman,” “Bohemian Rhapsody,” and “Roma” for best film, while Nicole Kidman becomes the [...]

  • China's Government Orders Talent Home to

    After Golden Horse Awards Embarrassment, China Orders Talent Home for Huabiao Ceremony

    China’s government quietly ordered top Chinese talent back to the mainland from abroad this past weekend to attend a Beijing ceremony for its highest film industry honors, the loosely bi-annual Huabiao Awards. The move came just weeks after it directed mainland film executives and talent to snub after-parties and return home as quickly as possible [...]

More From Our Brands

Access exclusive content