AMC Is Bringing Virtual Reality Experiences Into Its Theaters

AMC Is Bringing Virtual Reality Experiences Into Its Theaters
Entertainment

The theater chain has invested in Dreamscape Immersive with the goal of expanding the scope of cinematic storytelling

Matt Vitone
  • 29 september 2017

Virtual reality has boomed over the last several years in video games as game makers have become more creative with the medium, and companies like Sony and Samsung have invested heavily in bringing VR headsets to the market. Now AMC is making a major investment in the technology through a new deal with California-based virtual reality company Dreamscape Immersive, with the goal of bringing VR experiences directly to AMC theaters.

The theater chain is said to have invested $20 million in Dreamscape and is currently in the process of creating unique virtual reality experiences that will debut in its U.S. and U.K. cinemas over the next 18 months. The experiences will be modeled off of Dreamscape’s “Virtual Reality Multiplex” technology, which lets groups of up to six people explore virtual settings as unique avatars, which can be seen to all participants in the group even while wearing the headsets.

“We were mesmerized by what we saw,” said AMC CEO Adam Aron in a statement to The New York Times. “Their vision is to change what V.R. has been—away from just a heightened level of video game and toward cinematic storytelling—and we think it’s what consumers have been waiting for.”

According to AMC, the VR experiences will debut as ether standalone attractions or be incorporated into existing movie theaters that have been specially repurposed. The biggest potential draw to customers would be the chance to see and interact with their favorite movie franchises in ways that were previously impossible. To that end, AMC is already in talks with film studios and directors to develop unique VR content for its theaters.

Dreamscape plans to open six virtual reality locations over the next 18 months, including a flagship at the Los Angeles Westfield Century City Mall, set to debut in the first quarter of next year. Ticket prices are expected to be just above what moviegoers already pay for premium tickets, around $15 to $20.

AMC | Dreamscape Immersive

Virtual reality has boomed over the last several years in video games as game makers have become more creative with the medium, and companies like Sony and Samsung have invested heavily in bringing VR headsets to the market. Now AMC is making a major investment in the technology through a new deal with California-based virtual reality company Dreamscape Immersive, with the goal of bringing VR experiences directly to AMC theaters.

+AMC
+Augmented & Virtual Reality
+Entertainment
+gaming
+Gaming & Play
+IoT
+Luxury
+Movie Theaters
+movies
+retail
+samsung
+technology
+The New York Times
+USA
+Virtual Reality

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