THE BIG SCREEN FIGHTS BACK
Virtual reality : The next trend ? Dolci will be the first to admit that the business of cinema is still changing . While digitisation of the big screen and the rise of premium cinematic experiences are arguably natural evolutions , virtual reality ( VR ) looks set to add another disruptive dimension , with IMAX again at the forefront .
For Dolci it is about adding another element to the customer experience . By partnering with Google and its VR capturing technology while leveraging existing relationships with filmmakers , IMAX aims to roll out 25 VR movie experiences over the next three years .
Currently , these experiences are being trialled in Los Angeles and New York in the US , with Europe ’ s first VR experience centre to be opened in Manchester , UK , imminently . Other target locations include Canada , France , the Middle East , China and Japan .
“ The reaction has been amazing ,” adds Dolci . “ In LA , where we have been open since January , our overall satisfaction rating has been over 87 %. Most importantly , we are trying to make sure this is not a gimmick in order to try out VR . We want them to have an immersive experience . I think this is proving successful as we are seeing a lot of repeat visits , and 89 % of customers are saying they are likely to revisit . It is hugely promising .”
Another interesting observation is that cinema chains are committing huge amounts of energy into attracting two audiences in particular – the millennials and generation Zs , who have become accustomed to streaming content from home rather than visiting the cinema .
“ What we have found in the two test sites is that 70 % of visitors have come from those two groups , so we are getting that younger demographic back to the cinema ,” Dolci says . “ The VR experience helps us to utilise the space in the cinemas and add to the core experience of seeing a movie .
“ There are a number of pods where you can pick which experience you want to try , and we are finding that many are hanging around and doing more than one . Some experiences , like John Wick , involve quite intense participation with shooting enemies while others are more passive .”
Dolci also explained that content developers are approaching IMAX with a view to distributing their material , a move which he believes is a result
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