The future of movies is virtual reality, or at least that’s what Warner Bros and IMAX hope is the case. According to The Hollywood Reporter, the companies are working together on a three-film deal to introduce virtual reality “pods” in select theatres. The initiative begins with Justice League (2017) and Aquaman (2018). However, the third title to get the treatment has not yet been announced.
Virtual Reality and the Blockbuster Film
IMAX and Warner Bros. plan to release one new virtual reality experience per year for the next three years. Both companies are relying on the popularity of DC properties to entice movie-goers into adding VR to their cinema routine. The IMAX website details some of the high-tech advantages of virtual reality, including haptic feedback and room-tracking technology. The site does not, however, have any information on the VR pods or the deal with Warner Bros.
The Hollywood Reporter also explains that the VR pods will begin testing in LA, before expanding to other cities in Califonia as well as New York, the U.K., and Shanghai. Depending on the results of these tests, IMAX CEO Richard L. Gelfond hopes to expand the concept to a global market.
Gelfond has confidence that these movies are the right choice to popularize virtual reality in movie theatres around the world. “Justice League and Aquaman feature some of the most beloved characters on the planet, providing iconic properties to launch this effort.
Would you add a virtual reality element to your movie ticket? What movies would you like enhanced with VR?
