×
You will be redirected back to your article in seconds

Imax Closes Sole European VR Center

Imax continues its departure from virtual reality (VR) with the closure of its sole European VR center in Manchester, U.K. With the shut-down of the Imax VR at Odeon, as the location was officially called, the company has now closed more than half of its VR centers.

The Imax VR Center in Manchester consisted of 10 VR pods that allowed consumers to play VR games like “Raw Data,” “Star Wars: Droid Repair Bay” and “Archangel” for £7.50 to £10.00 (around $9.50 to $12.75) a game.

Imax had opened its Manchester VR center in cooperation with the European theater chain Odeon & UCI Cinemas Group a year ago. Imax Europe & Africa exec Giovanni Dolci hailed the move at the time as the unveiling of “the next evolution of immersive entertainment in Europe,” and Odeon Cinemas Group managing director Mark Way claimed that the opening would make the Manchester theater “one of the most unique cinemas in the world.”

Imax VR centers had long been billed as an experiment, and a way for Imax to determine whether VR could be the next big thing for the company. Its original strategy called for the launch of roughly a dozen such VR centers around the world, which were supposed to be used to fine-tune the model for possible further expansion.

In the end, Imax opened 7 centers, but quickly realized that the numbers simply didn’t add up. The company closed a New York VR center in June, and shut down its Shanghai VR center in early July. In October, it shuttered another New York location, and executives told investors that they didn’t anticipate any new investments in VR in 2019.

Separately, Imax and Google also ended their joint development of a cinematic VR camera. The fate of the company’s 3 remaining VR centers in Los Angeles, Toronto and Bangkok remains uncertain; a spokesperson declined to comment on the future of Imax’s VR efforts.

 

More Gaming

  • A still image from The Seven

    How Magic Leap, Video Games Are Defining Future of Royal Shakespeare Company

    At the Royal Shakespeare Company in Stratford upon Avon, Sarah Ellis has the difficult job of figuring out where theater of the 1500s fits into the 21st century. As Director of Digital Development, a title which might seem out of place in an industry ruled by live, human performances, Ellis represents a recent seachange on [...]

  • Hideo Kojima Tribeca Games Festival

    Hideo Kojima Discusses Cloud Gaming, Teases One 'Big Thing' For Streaming

    “Death Stranding” creator Hideo Kojima shared his thoughts on cloud gaming in a recent interview with Nikkei Business, noting that he has “one big thing” in mind for the service in the future. Kojima shared his views on 5G connectivity, the need for the industry to adapt to the unique challenges and features it could [...]

  • Raising Kratos Documents the Making of

    'Raising Kratos' Documents the Making of 'God of War'

    An upcoming documentary, “Raising Kratos” looks at the five year long effort that was the making of “God of War,” PlayStation revealed via an announce trailer on its YouTube channel on Saturday. The documentary reveal comes just after the one year anniversary of “God of War”. “Facing an unknown future, Santa Monica Studio took a [...]

  • “Mortal Kombat 11” game review

    Video Game Review: "Mortal Kombat 11"

    “Mortal Kombat 11” is like a slasher film, a bloody mess that evokes emotion in the same ways that the horror genre does—specifically, the more campy horror flicks. Developed by NetherRealm Studios, “Mortal Kombat 11” doesn’t try to scare players with jump scares or psychological horror, but is instead blatant in its unrestrained gore. NetherRealm [...]

  • Arc System Works and WayForward Revive

    Arc System Works and WayForward Revive Classic 'River City' IP

    Notable fighting game developer Arc System Works is teaming up with “Shantae and the Pirate’s Curse” developer WayForward to create a brand-new game based on the classic “River City” intellectual property, they announced on Friday. The new project is called “River City Girls.” While the two studios won’t release full details about the project until [...]

  • Panthers Schedule Promo References a Slew

    Panthers Schedule Promo References a Slew of Video Games

    The Carolina Panthers’ released its 2019 schedule promotion video on Wednesday, which makes callbacks to classic games, like “Pitfall” and “Oregon Trail” among other games, shared via YouTube. The Carolina Panthers are a professional football team in the National Football League (NFL). The team is based in Charlotte, North Carolina. The promo video shows various [...]

  • Gearbox CEO Defends Epic Games Store

    Gearbox CEO Defends Epic Games Store and 'Borderlands 3' Exclusivity

    Earlier this month, developer Gearbox Software revealed the PC version of its anticipated co-op shooter “Borderlands 3” is coming exclusively to the Epic Games Store. This created some blowback from fans who prefer Valve’s digital storefront Steam. Gearbox founder and CEO Randy Pitchford defending the decision in a lengthy Twitter thread on Saturday (helpfully recreated [...]

More From Our Brands

Access exclusive content