Start / Menu > Find Press Releases > Full Press Release
London—Oct 11, 2016
IMAX and Odeon & UCI Cinemas to Launch First IMAX VR™ Centre in Europe
Groundbreaking Agreement Ushers in Next-Generation of Immersive Entertainment Experiences to ODEON's Printworks Multiplex in England
IMAX Corporation (NYSE:IMAX) today announced an agreement with leading European exhibitor, ODEON & UCI Cinemas Group, to install the first pilot IMAX VR™ centre in Europe at its Printworks multiplex location in Manchester, England. The centre, which the parties are planning to open by the end of 2016, will deliver guests immersive, multi-dimensional VR experiences, including entertainment content and games.
The IMAX VR Experience features a unique combination of premium technology that lets users see, feel, move and play in new worlds in a powerfully immersive and realistic way, much like IMAX® theatres offer moviegoers a differentiated and best-in-class film experience. IMAX is working with Acer and Starbreeze AB to incorporate next-generation headset-mounted display (HMD) technology that offers industry-leading resolution and an extra-wide peripheral field of view.
IMAX will provide the centre an ongoing array of new, premium interactive content experiences that are expected to range between 5 and 15 minutes in length each. The Company is in advanced stages with several content developers, including Hollywood studios and gaming publishers, to produce and distribute high-quality VR experiences to its centres. IMAX also plans to eventually incorporate premium content resulting from the cinema-grade virtual reality camera that it is currently developing in partnership with Google.
"For nearly 50 years, IMAX's mission has been to give audiences - of all ages and across generations - a reason to get off their couches and leave the comfort of home to go out to the cinema. Today's agreement with ODEON marks an important milestone in our continued effort to deliver differentiated entertainment experiences - now through location-based VR," said IMAX Corp. CEO Richard L. Gelfond. "We are extremely pleased with the significant progress we've made on this initiative in this short period of time and believe this commitment from such a significant European exhibitor is a testament to the interest and potential of this offering. ODEON is a longtime partner that shares our vision in delivering guests the ultimate in premium experiences and we look forward to ushering in the next evolution of immersive entertainment with this test centre."
The centre will employ a new modular design - proprietary to IMAX - that will consist of several "pods" to allow multiple players to enjoy interactive, exciting, moveable VR experiences. The pods, which are designed to optimize user mobility and interaction in virtual environments, can be adapted for specific content experiences - whether single or multi-user.
"We're always looking for new ways to give our guests an even more immersive experience, so are very excited to be hosting Europe's first IMAX VR centre at ODEON Printworks" said Paul Donovan, CEO of ODEON & UCI Cinemas Group. "We have a longstanding close relationship with IMAX which creates unforgettable experiences in many of our cinemas across Europe, so we are delighted to be alongside them again, at the cutting edge of innovation, to introduce and pilot awesome new technology which will delight our guests."
IMAX is in the process of launching its first showroom and pilot IMAX VR centre in Los Angeles and is targeting to open additional test facilities in China, Japan, the U.S., the Middle East and Western Europe in the coming months. The Company plans to use these pilot locations to test several factors including the overall customer experience, pricing models and the types of content featured. If successful, the intent is to roll out the concept globally to select multiplexes as well as commercial locations such as shopping centers and tourist destinations.
About IMAX Corporation:
IMAX, an innovator in entertainment technology, combines proprietary software, architecture and equipment to create experiences that take you beyond the edge of your seat to a world you've never imagined. Top filmmakers and studios are utilizing IMAX theatres to connect with audiences in extraordinary ways, and, as such, IMAX's network is among the most important and successful theatrical distribution platforms for major event films around the globe.
IMAX is headquartered in New York, Toronto and Los Angeles, with offices in London, Tokyo, Shanghai and Beijing. As of September 30, 2015, there were 1,008 IMAX theatres (887 commercial multiplexes, 19 commercial destinations and 102 institutions) in 66 countries. On Oct. 8, 2015, shares of IMAX China, a subsidiary of IMAX Corp., began trading on the Hong Kong Stock Exchange under the stock code "HK.1970."
IMAX Corporation Directory page
More IMAX Press Releases:
Oct 13, 2016
IMAX Signs Largest Agreement in France with Five-Theatre Deal with Les Cinémas Gaumont Pathé
Aug 2, 2016
Wanda to Add 150 IMAX® Theatres in Landmark Deal; Largest Agreement in IMAX History
Jul 12, 2016
Ster-Kinekor Expands Imax Footprint with Three-Theatre Agreement in South Africa
Jun 22, 2016
IMAX and AMC Theatres® Sign 25-Theatre Deal
Jun 22, 2016
IMAX and Cineworld Group Plc Sign Five-Theatre Agreement
Jun 13, 2016
IMAX and Sichuan Lumière Pavilions Company Ltd. Sign 10-Theatre Full Revenue Share Agreement in China
May 19, 2016
Google and IMAX Partner to Develop Groundbreaking Virtual Reality Camera
May 12, 2016
IMAX Signs 40-Theatre Full Revenue Share Agreement with Guangzhou Jinyi Media Corporation in China
Apr 13, 2016
IMAX Signs 10-Theatre Deal in China with Shanghai Aurora Movie Co., Ltd.
Apr 5, 2016
IMAX Signs Largest Deal in India: Five-Theatre Agreement with Inox Leisure Ltd.
Feb 22, 2016
Pathé and IMAX® Sign Five-Theatre Agreement in France and Switzerland
Feb 11, 2016
T-Joy Co. Ltd. Enters IMAX Business in Japan with Two-Theatre Agreement
Feb 4, 2016
IMAX's Middle East Signings Momentum Continues with Two-Theatre Agreement in UAE
Dec 10, 2015
IMAX Launches Private Theatre Business with More Than 80 Initial Signings
Nov 30, 2015
IMAX Signs 10-Theatre Agreement with Toho Cinemas Ltd.; Marks its Largest Deal in Japan
Nov 24, 2015
Hengdian Entertainment Co. Ltd. Enters IMAX Business with 5-Theatre Agreement in China
Oct 8, 2015
IMAX and Omnijoi Cinemas Expand Revenue Share Partnership in China with 15-Theatre Agreement
Sep 22, 2015
Stellar Cinemas Builds on IMAX Success with Five-Theatre Revenue Share Deal in China
Sep 22, 2015
IMAX and Better Life Sign Two-Theatre Sales Deal in China
©Copyright 2003 - 2016
. All rights reserved.