IMAX announced today that it has reached an agreement with Guangzhou Jinyi Television Media Co., Ltd. (hereinafter referred to as Jinyi), one of the largest cinema line operations in China, to open China's first pilot IMAX at the famous Shanghai Hongkou Dragon Dreams Jinyi Film City. VR Experience Center.
The center is expected to open in a few months and will provide visitors with an immersive multidimensional virtual reality experience that includes entertainment content and game experiences.
The IMAX VR Experience Center uses location-based high-end VR technology to deliver an unparalleled IMAX VR viewing experience to the audience. The experience combines high-end technology and world-class content in a unique way. Users can experience and experience new worlds immersively and truly, and walk around and enjoy the fun. It also resembles the unique first-rate viewing experience provided by the IMAX® theater to the audience. With ground-breaking VR helmet technology, 360-degree sound effects and sophisticated space tracking technology, players will instantly move to a new virtual world, and the true feelings obtained will exceed imagination.
IMAX will continue to provide a variety of new and high-end interactive experience content for the center, and it will last for 5 to 15 minutes. IMAX is in-depth talks with several content developers, including Hollywood studios and game publishers, to produce and deliver a quality VR experience to its experience center. In addition, IMAX also plans to eventually integrate high-quality content captured by cinema-based virtual reality cameras. IMAX is currently working with Google to develop the camera.
Richard Geerfeld, CEO of IMAX Corporation, said: “Today, our agreement with Jinyi marks an important milestone. IMAX has always insisted on providing a differentiated entertainment experience. Today, it has achieved entertainment through a location-based VR experience. The experience will provide a reason for people of all ages and generations to step out of the comfort of home and go to the movie theater to enjoy the movie.The Golden Mile is a long-term partner of IMAX, and we have the same vision to provide the audience with the ultimate high-end viewing experience. We look forward to working with Jinyi to promote the next wave of development in China's immersive entertainment."
The center will use IMAX's proprietary new modular design, which includes multiple "experience cabins" to allow multiple players to interact and enjoy exciting, mobile VR experiences. The experience cabin is designed to optimize the user's mobility and interactivity in the virtual environment. Both individual users and multi-users will adjust according to the specific experience.
IMAX officially launched its pilot IMAX VR flagship experience center in Los Angeles in January this year, and has reached an agreement with ODEON & UCI Cinemas Group to open a second experience center in England. In addition, IMAX plans to open additional pilot centers in China, Japan, the United States, the Middle East, and Western Europe in the coming months. IMAX plans to use these pilot experience centers to conduct some tests, including the overall customer experience, pricing model, and the type of flagship content. If successful, the next step is to launch the concept globally, and locations will choose studios, commercial venues such as shopping centers and tourist destinations.
The cooperation between IMAX and Jinyi began in 2009. Including the two parties' 40-share IMAX theater full-share agreement signed in May 2016, Jinyi has already opened and promised to open 60 IMAX theaters.
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