American AMC Company stands as the world's largest movie chain, operating over 441 theaters globally and holding 23 of the top 50 box office-generating cinemas in North America. Recently, the company has expanded its focus beyond traditional film screenings by entering the virtual reality (VR) space. AMC recently announced a partnership with Dreamscape Immersive to introduce immersive VR experiences within its theaters across North America and the United Kingdom.
Dreamscape Immersive is a leading tech firm specializing in room-scale multiplayer VR experiences. Their innovative approach has caught the attention of major Hollywood studios and directors, including Warner Brothers, 21st Century Fox, and Steven Spielberg. As part of this collaboration, AMC and Dreamscape have signed an agreement to install one "Dreamscape Immersive VR Center" in each of AMC’s six renovated theaters or independent venues over the next 18 months. In addition, AMC has committed $10 million to support content development for these VR centers.
Dreamscape is already working on the first set of original content for the upcoming VR centers and is in talks with other major studios and intellectual property holders. With this partnership, the company aims to open its own VR center at Westfield Century City Mall in Los Angeles early next year.
Although specific details about the location and content of the VR center are still under wraps, the demo experiences provided to partners typically involve placing users in vast deserts or exploring ancient ruins. These immersive environments offer a unique blend of storytelling and interactive technology.
In addition to AMC, IMAX, a major player in film technology, has also launched a VR Experience Center in Los Angeles. The Max VR Center offers high-end VR experiences, utilizing Starbreeze’s Star VR headset, which is currently available for around $799. Users can enjoy 10–15 minute VR sessions for just $7–10, making it an accessible and exciting new way to engage with digital content.
This move by AMC and IMAX highlights a growing trend in the entertainment industry, where traditional cinema is evolving to incorporate cutting-edge technologies that enhance audience engagement and create new forms of storytelling. As VR continues to develop, we may soon see more theaters offering immersive experiences that go beyond the screen.
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