Just yesterday, IMAX announced that they are working with Google on a virtual reality camera, known as the IMAX VR. However, the company has plenty of other VR projects in the works. In fact, they just debuted an interesting plan to bring VR to the masses though a new "location-based initiative."
That basically means that IMAX will soon offer virtual reality experiences in multiplexes, malls, and other commercial destinations. The company is working on the project with Starbreeze AB, so each location will feature Starbreeze's StarVR headset technology, which provides a 210-degree full peripheral field of view.
While the content isn't totally clear just yet, IMAX says it will include both entertainment and games -- and it will be immersive. It should also include Starbreeze's existing library of VR entertainment, as well as content made by the upcoming IMAX VR camera. Starbreeze will add new interactive content through the company's gaming partnerships, one of which is with Lionsgate Entertainment. (Starbreeze is currently developing a John Wick VR game for the studio, as well as others.) IMAX is also working on making new VR content partnerships with Hollywood filmmakers and studios.
"Starbreeze has played an integral role in the growth of our interactive storytelling and virtual reality business and we are happy to broaden that relationship to include our longtime friends at IMAX," said Peter Levin, president of Interactive Ventures and Games for Lionsgate. "We are big believers in location-based entertainment VR and this is a great opportunity to expand the reach of our VR portfolio, including our John Wick episodic VR game and the other forthcoming titles we are working on with Starbreeze."
Although it's a joint venture, the project will carry the IMAX brand, with IMAX doing the product design, management, and installation services as well as sales, marketing, and communications support. Starbreeze will be responsible for the software platform, hardware, technical, and product support.
"As technology and entertainment options evolve, we continue to innovate and find new platforms to extend The IMAX Experience," said Richard L. Gelfond, CEO of IMAX Corp. "We believe VR is an area that holds tremendous promise and is a natural progression for IMAX given our established worldwide brand presence, our immersive entertainment technology know-how, and strong industry relationships with filmmakers, studios and exhibitors. Just as IMAX provides the best cinematic experience, Starbreeze is a pioneer in the burgeoning VR market and its headsets will deliver a wider, 'IMAX-like' field of view to allow consumers to see, feel, move and play in new worlds in a powerfully immersive and realistic way. While our partnership with Google puts IMAX in the VR capture business, Starbreeze brings the capabilities in content distribution and delivery that, when combined, help us to establish a complete offering across the VR ecosystem."
According to the announcement, the first IMAX VR location has already been selected. We're going to have to wait to find out where that is exactly, but we can expect up to six sites this year in both domestic and international markets. If all goes well, IMAX plans to roll out the concept globally in the near future.
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