News

FRIDAY FEATURE: IMAX® Unveils First IMAX VR Centre in New York Along With Brand-New VR Content
Jun 9, 2017

Happy Friday, IMAX fans! Welcome back to Friday Feature, where for this week’s post, we’re spotlighting an exciting new development in the world of IMAX VR — the official launch of the brand-new IMAX VR Experience Centre at the AMC Kips Bay 15 in New York City.

The Centre — only the second of its kind in the world following the flagship location in Los Angeles — is located in the lobby of the AMC Kips Bay 15 multiplex and features a proprietary new design by IMAX — a system of 12 “pods” that allow for a fun, sociable environment.

IMAX CEO Rich Gelfond said that “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.

“With our LA flagship VR Centre already exceeding expectations,” he added, “we are excited to kick off our multiplex strategy by launching our first pilot location within a multiplex with AMC.”

So what’s new?

Beside the location itself, IMAX greenlit the first project under the IMAX VR Fund in partnership with Bullitt — a filmmaker creative collective consisting of such acclaimed filmmakers as the Russo brothers, Justin Lin and Louis Leterrier. The companies will debut a new piece of content exclusively in IMAX that will be sure to get you off the couch!

Also, IMAX partnered with Universal Brand Development and Starbreeze to launch The Mummy Prodigium Strike — a brand-new VR experience based on Universal Pictures’ The Mummy, now playing in IMAX theatres, featured on Star VR headsets at IMAX VR centres in New York and LA.

In addition to the New York and LA VR centres, IMAX plans to open up to eight more centres in the U.S., Canada, the U.K., France, the Middle East, China and Japan, all in 2017.

For now, if you happen to be on either coast stateside, a trip to the IMAX VR Centre is definitely worth your while. Game on!

—     By Andrew Stewart, Manager, Corporate Communications