6 months ago
We’ve covered some of the highs and the lows of virtual reality. There’s only one thing we’re certain of: VR isn’t going anywhere. It seems that one of the biggest believers in VR’s bright future is IMAX. Indeed, they’re investing heavily to ensure VR will become more central to your entertainment experience … and IMAX will be there every step of the way.
IMAX has been central to high-end moviegoing experiences for over four decades now. Now they’re betting that VR will be key the future of the movies. David Pierce explores this aggressive wager for Wired. He writes:
“Before VR can really hit it big, someone has to build the best cameras, make the best content, find the best ways for people to consume that content, and work out a way to monetize the whole shebang. And that’s IMAX’s thing. As Hollywood begins to brace itself for what some people think will be the most important new storytelling format since movies were invented, IMAX thinks it can lead the way.”
IMAX has begun to invest heavily in this vision. There’s a $50 million virtual reality fund. They’re planning to finance at least 25 VR experiences. They’re striking deals with studios and directors. There’s a partnership with Google to build a better VR camera.
However, even with all these promising projects, no one at IMAX is pretending to know exactly how VR’s future will play out. CEO Rich Gelfond declares: “It is the Wild West in a way. But that kind of makes it fun, doesn’t it?”
To read more about a potential turning point for cinema, click here. Or just watch the video below.