Superhero fans have been frothing at the mouth, waiting for Warner Bros. Pictures to bring DC to the big screen again. Now the company may be making these upcoming releases worth the wait.
IMAX just announced a new virtual reality co-financing and production agreement with Warner Bros. Home Entertainment. The deal will bring interactive VR experiences to three upcoming films, including Justice League and Aquaman -- two of the most anticipated movies on the studio's upcoming slate. The third "experience" has yet to be announced.
IMAX VR promises to deliver an experience that combines VR headset technology with 360-degree sound and room tracking, so users can see, feel, move, and play with content in an immersive, realistic way.
The company will launch one experience each year, starting with Justice League in late 2017. The film is scheduled to be released in 2D, 3D, and IMAX 3D on November 17, 2017. All IMAX VR centres will get an exclusive window before the film is made available to other VR platforms, including in-home and mobile offerings.
"It's fitting that with IMAX and Warner Bros.' shared history of launching Hollywood movies in IMAX theatres, today we're entering into our first studio deal to bring original VR content to the multiplex," said IMAX Corp. CEO Richard L. Gelfond. "A key component of our vision for VR is to help usher in the first wave of high-end blockbuster-based content. Justice League and Aquaman feature some of the most beloved characters on the planet, providing iconic properties to launch this effort. This type of premium content will introduce audiences to virtual reality in stand-alone and multiplex-based IMAX VR centres, as well as other platforms."
IMAX launched its pilot IMAX VR Centre in Los Angeles back in January. The company is planning to open at least five additional locations in the coming months. Those are expected to open in New York City, California, the UK, and Shanghai. IMAX plans to use these spots as test centers, in order to tweak the overall experience, pricing, and the type of content featured. If all is successful, the company will roll out the concept globally to select multiplexes and commercial locations, including shopping malls and tourist destinations.
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