Film Journal January 2018
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going to an IMAX VR pod and watching<br />
a 360-degree video, you are interacting<br />
with the environment. You have a gun, you<br />
have hand controllers, you are impacting<br />
the environment and the environment<br />
is impacting you. The ultimate kind of<br />
immersive entertainment is one where<br />
you are literally interacting with the<br />
environment, and that is IMAX VR.<br />
FJI: The third element to IMAX VR is<br />
content. In addition to some great experiential<br />
tie-ins with new film releases from John<br />
Wick to Justice League: Dawn of Justice,<br />
does IMAX foresee digging deep into its<br />
library and offering some of the classic assets,<br />
such as nature documentaries?<br />
RL: I would offer a little bit of a<br />
twist on that thought. Rather than<br />
going back and wrapping existing<br />
movies into 360-degree videos, we can<br />
instead leverage our relationships with<br />
the content providers in creating VR<br />
experiences out of movies that are in the<br />
pipeline. For example, we just released<br />
Justice League, both the IMAX movie and<br />
the VR component, at the same time,<br />
working with our friends at Warner Bros.<br />
Our involvement in the VR experience<br />
was completely piggybacking off our<br />
involvement in the cinema experience.<br />
Being at the table in discussions about<br />
the Justice League film resulted in us being<br />
able to talk with the same creators and<br />
filmmakers about Justice League the VR<br />
experience. Having those relationships<br />
with studio executives and with filmmakers<br />
allows us to get involved at the earliest<br />
stage in terms of creating VR content<br />
around tentpole movies… Think of people<br />
like J. J. Abrams, and Christopher Nolan,<br />
who are big-time IMAX filmmakers.<br />
They are not the types of filmmakers that<br />
will just allow their intellectual property<br />
to be used by any new platform. Content<br />
creators really must trust the technology<br />
behind the platform, and we have<br />
engendered that very trust over years of<br />
working with them on the IMAX cinema<br />
side. I think that gives us a big advantage<br />
in virtual reality.<br />
FJI: We talked about content, branding,<br />
what type of locations and technology. What<br />
we still need to know about is the underlying<br />
business model. With a per-admission charge,<br />
is the setup very much like for a film? How<br />
does it work?<br />
RL: With the multiplex operators, it is<br />
a split revenue model [that] roughly breaks<br />
down in thirds. One third goes to IMAX,<br />
one to the exhibitor and a final third to the<br />
content provider. While you remove the<br />
multiplex partner at the standalone location,<br />
we take two-thirds…while paying<br />
rent and incurring operating expenses that<br />
we don’t get to share with a partner. Multiplex<br />
locations provide the space for us. We<br />
provide all the hardware and install it, we<br />
train their staffers, their staff runs the VR<br />
experience.<br />
FJI: Looking at the larger business model,<br />
talking about scale and bigger pies, do you<br />
foresee this becoming an affordable way for<br />
people to experience IMAX VR in the home?<br />
RL: I really don’t think that is the<br />
ultimate goal, honestly. That is not what<br />
we are looking for. IMAX is looking to do<br />
what IMAX does best, which is locationbased<br />
entertainment. We are about taking<br />
a piece of great content or entertainment<br />
and eventizing it, just like we do with our<br />
movies. You know, Star Wars: The Last Jedi<br />
is released very soon and it is going to be<br />
an event in IMAX. I just do not anticipate<br />
us to bring eventizing into the home. We<br />
bring people to our events. That’s really<br />
what the goal is here.<br />
FJI: And it sounds like a good one indeed.<br />
Thank you for the conversation. <br />
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