Back in January IMAX opened the doors to its first pilot center for its location-based VR initiative. When we tried it for ourselves, we were curious as to what kind of a reaction the center would get from the general public. Now we know.
The center has seen 15,000 admissions since it opened on January 6th, IMAX confirmed to UploadVR today. On average that works out to around 1,363 people a week visiting the center. We don’t know specifically how IMAX defines “admissions”, so it may not be that this is how many people paid between $7 to $10 for tickets to experience VR content; it may be that some of those admissions didn’t actually purchase a ticket or bought multiple tickets.
Right now the center contains HTC Vive and StarVR headsets running VR experiences like Star Wars: Trials on Tatooine and levels of the new John Wick VR game with specialized controllers and room scale support. IMAX aims to offer attendees roughly a minute of an experience per dollar.
Going forward, more pilot centers are set to open up in California, New York City, the UK, and Shanghai in the coming months, and IMAX is looking to offer more cinematic content too. Yesterday the company announced that it had partnered with Warner Bros. to produce interactive VR experiences based on the upcoming Justice League and Aquaman movies, which IMAX told us would be “cinematic”, while still not clarifying if they would be games or 360 degree live action experiences.
The company is giving cameras to filmmakers to create the latter type of experience, however, which it hopes will one day feature in its centers, tying into current movies out in theaters.
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