Film Journal January 2018

“Together, we look forward to ushering in the next evolution
of immersive entertainment and bringing the highly social and
interactive IMAX VR experience to audiences in Toronto.” (For
a detailed roundup of all things IMAX VR, please read our
exclusive Q &A with Rob Lister, chief development officer at
IMAX Corp., on the following pages.)
A few weeks later, Claude Mc Master, president and chief
executive officer of D-BOX, talked about putting their successful
motion-seat technology at the service of VR storytelling at
Ottawa’s Scotiabank Theatre. “We are extremely proud of this
new venture and cannot wait for people to see just how immersive
the D-BOX VR Cinematic Experience is… We have created a
groundbreaking attraction the whole family can enjoy.” To live up
to its name and cinema location, D-BOX in fact selected “Raising
a Rukus,” a 12-minute adventure created by The Virtual Reality
Company to showcase its movable offerings.
According to D-BOX, this animated VR motion picture
experience is the first-ever in-lobby attraction offering “the
rich storytelling traditions of cinema” while being “creatively
amplified” by immersive powers of virtual reality and D-BOX
motion technology. “Our system is not a typical motion
ride,” explains Michel Paquette, VP of marketing at D-BOX
Technologies. “It is actually a unique experience that enhances
the overall journey of moviegoers, both with a strong cinematic
story and within a cinematic VR environment thanks to
360-degree visual and audio. D-BOX helps to bring the sense of
immersion to a new level.”
On a purely physical level as well, D-BOX VR is all about the
DNA of cinema. Paquette mentions sitting down comfortably
and securely, watching entertainment for all ages, and driven by
ease of use in operations. “Cinema DNA is all about storytelling.
Good storytelling is the main reason why people go to movie
theatres and D-BOX Cinematic VR continues along that line.”
Just like D-BOX motion seats have been doing for many major
films, one might add.
“Today, VR is still in the novelty stage,” Paquette observes.
“Nonetheless, cinemas are very keen on finding new ways
of presenting these stories. Our cinema-friendly proposal is
appealing to many exhibitors. We see a great opportunity for
many more of those projects in the near term.”
Feedback from customers and those tasked with assisting
them has been positive as well, he has observed. “It is quite
surprising to see how exciting content can create connections
amongst people. Moreover, D-BOX is proving that VR can be
monetized in the cinematic environment.”
Yet, one could say that virtual reality is really all about an
individual experience. “I am a big fan of virtual reality, personally,
and its ability to put yourself into the movies,” Cineplex’s Van
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