FRIDAY FEATURE: Game On! IMAX Unveils Flagship IMAX VR Centre in L.A.
Feb 17, 2017

Happy Friday, IMAX fans, and welcome back to another edition of Friday Feature. For this week’s post, we’re highlighting a ground-breaking new experience from IMAX — IMAX VR — with the official unveiling of the first-ever IMAX VR Centre located in Los Angeles. 

Earlier this week, press were treated to an exclusive look at the flagship location, with introductory remarks given by IMAX CEO Rich Gelfond and Robert Lister, Chief Legal Officer and Chief Business Development Officer for IMAX, both of whom where available for a special Q&A following the event.

The L.A. flagship, which houses 14 futuristic pods featuring the latest in state-of-the-art VR experiences, is a unique combination of unparalleled technology, content and design.

The responses so far have been beyond encouraging!


This is only the beginning.

As part of the media day, IMAX announced that the Company has signed deals with AMC Theatres® and Regal Entertainment Group® to open new IMAX VR centres in New York and California, along with Guangzhou JinYi Media Corporation — one of the largest exhibitors in China — for a brand-new pilot location in Shanghai.

IMAX also established new VR technology partnerships with HTC — creators of one of the world’s leading VR platforms — aimed at incorporating the HTC VIVE headset into IMAX VR centres, along with exclusive VR content for IMAX VR.

Additionally, IMAX joined Warner Bros. / Time Warner, Twentieth Century Fox, Metro-Goldwyn-Mayer (MGM), Westfield Corporation, Bold Capital Partners and Steven Spielberg as first-round investors in the groundbreaking Dreamscape Immersive technology.

As if that’s not enough, IMAX teamed up with two leading content developers — Ubisoft and Skydance — to release five cutting-edge VR experiences in its centres. From Ubisoft, they are Rabbids VR-Ride and Eagle Flight (both available now) and Star Trek™: Bridge Crew; while Skydance Interactive will bring exciting new properties called Archangel and Life VR, the latter being based on the upcoming feature film starring Jake Gyllenhaal, Rebecca Ferguson and Ryan Reynolds.

Currently, in addition to Rabbids and Eagle Flight, the L.A. centre features content from such developers as ILMxLABs, Sony, Lionsgate, Starbreeze and Survious, including John Wick Chronicles, Star Wars: Trials On Tatoonie and Knockout League.

Visit for all the latest news on IMAX VR. Game on!