Boxoffice - July 2019

on another trend that’s had tongues wagging over
the last several years: esports. In the context of
theatrical exhibition, this typically refers to theaters
hosting events where guests can play (and watch
others play) popular video games. It’s a huge draw
in Asian markets and has begun penetration in the
U.S. as well. The Nagra Kudelski Group’s myCinema
is taking things in a different direction—one
that integrates VR—with its RacerXClub, which
puts players in the seat of racing cars and pits
them against one another (and, potentially, against
competitors in other theaters entirely) on virtual
versions of real-world racetracks. The RacerXClub
is available with the VR component (HTC’s VIVE
Pro headset), or without—in the latter case, the
player will watch the racetrack on a screen in front
of them. Says Glenn Morten, VP, strategy and
solutions, at Nagra myCinema, they expect the
first RacerXClub units to be installed—one in a
theater, one in a family entertainment center—in
August or September.
Other VR experiences are in the works from
multiple companies working in the theatrical
space. In addition to RacerXClub, myCinema
is working on a “very interesting post-apocalyptic
Paris experience. You sit in a chair, and
you basically fly over Paris and through tunnels
and everything else, and see the world after the
apocalypse. It also is a competitive racing type of
thing that you can do. But it’s a whole new world!
It’s not sitting there in a car, racing.” This year’s
CinemaCon also showcased VR products from
4D CJPLEX and MediaMation; the latter, called
the Jurassic World VR Expedition, can currently
be found in non-theater locations like Dave &
Busters. Motion-seating company D-Box has
also ventured into the world of VR, bringing its
VR-augmented system to various event spaces
over the last several years. And it’s not all about
entertainment: ICE (Immersive Cinema Experience)
has partnered with U.K. company Sinemas
to create “Virtual Showrooms.”
VR and the movies, Hickman says: “They’re
two different entertainment mediums that really
help each other. The Void brings people to the
location. It really becomes a supplemental piece of
entertainment to any location, and a very impactful
one.”
STAR WARS: SECRETS
OF THE EMPIRE
Your Mission: Recover
Imperial intelligence
vital to the rebellion’s
survival. Disguised as
Stormtroopers, you will
be transported with
your friends and family
to the molten planet
of Mustafar. Grab your
blaster, solve puzzles,
and fight giant lava
monsters to fulfill your
team’s orders.
JULY 2019
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