IMAX will open its first European center for virtual reality

IMAX officially announced that it will open its first European center of virtual reality (VR) in the city of Manchester. Richard L. Gelfond, CEO of IMAX, plans to open six pilot centers worldwide dedicated to the VR projections in the coming months, reports Variety.

The company will install the first VR IMAX pilot center in Printworks Multiplex in Manchester, following an agreement with the owner of the multifunctional complex, Odeon Company, specialized in organizing fairs and exhibitions and the film distributor UCI Cinemas Group.

"We're always looking for new ways to give our guests an even more immersive experience, so are very excited to be hosting Europe's first IMAX VR center at ODEON Printworks" said Paul Donovan, CEO of ODEON & UCI Cinemas Group. "We have a longstanding close relationship with IMAX which creates unforgettable experiences in many of our cinemas across Europe, so we are delighted to be alongside them again, at the cutting edge of innovation, to introduce and pilot awesome new technology which will delight our guests."

Manchester was the winner city against bigger cities such as London, because as Richard L. Gelfond revealed it was a typical city for the British market.

"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. Today's agreement with ODEON marks an important milestone in our continued effort to deliver differentiated entertainment experiences – now through location-based VR," said IMAX Corp.

CEO Richard L. Gelfond. "We are extremely pleased with the significant progress we've made on this initiative in this short period of time and believe this commitment from such a significant European exhibitor is a testament to the interest and potential of this offering. ODEON is a longtime partner that shares our vision in delivering guests the ultimate in premium experiences and we look forward to ushering in the next evolution of immersive entertainment with this test center."