Dreamscape Immersive is showing its experiences in an LA mall in the hopes that cinematic VR will catch on in a big way

The last technological advancement to transform the movie industry was the introduction of sound in 1927. Since that time, there have been dozens of additions to the cinema universe, including color, CGI and 3D technology. But Dreamscape Immersive thinks cinematic VR has the potential to blow it all away.

The company is showing off its vision in LA’s Westfield Century City mall in a pop-up store. Entertainment seekers can enter a railed-off area, suit up in VR gear and wander around in a 12-minute experience called “Alien Zoo.”

The pop-up’s run quickly sold out, and Dreamscape is exploring a deal with AMC that could bring “Alien Zoo” to movie theaters around the country. If successful, it could be a game-changer for VR, which hasn’t yet piqued the interest of viewers enough to be universally accepted.

“I think a lot of people want to be immersed,” Dreamscape’s CEO Bruce Vaughn told the Washington Post. “But the tech has to get out of the way.”

But Dreamscape Immersive may opened the door to a new way of watching a film. “Alien Zoo” was just the first of many stories to be debuted in the Westfield Century City this year. Pretty soon, the entire top floor of the building will be dedicated to allowing VR explorers to live their film dreams as immersive VR becomes a part of our daily realities.

Dreamscape Immersive

The last technological advancement to transform the movie industry was the introduction of sound in 1927. Since that time, there have been dozens of additions to the cinema universe, including color, CGI and 3D technology. But Dreamscape Immersive thinks cinematic VR has the potential to blow it all away.

The company is showing off its vision in LA’s Westfield Century City mall in a pop-up store. Entertainment seekers can enter a railed-off area, suit up in VR gear and wander around in a 12-minute experience called “Alien Zoo.”