Virtual Reality is now Mainstream

Cinema company IMAX, the worldwide leader for giant movie screens, is planning virtual reality entertainment hubs for movie theaters, shopping malls, and tourist spots.

The hubs will provide VR experiences that will last 10 minutes and cost $7 to $10.

IMAX also plans to create premium content from a new 360-degree camera (built in partnership with Google) and is in discussions with Hollywood studios and filmmakers to provide virtual reality movies for the hubs. Hollywood director Michael Bay and Paramount Pictures are already listed as possible contributors.

“As a filmmaker, the IMAX location-based VR offering presents an exciting opportunity to transport audiences even further into the worlds we create,” Bay said in a statement. “We are in advanced discussions with IMAX now on some fun VR concepts and I look forward to test-driving their new technology.”

IMAX is working with Starbreeze, the Stockholm-based entertainment technology company, on the project. Starbreeze will provide StarVR branded VR headsets, VR video games and films as part of the initiative.