IMAX VR Centers Are Opening This Year
 

IMAX is all about larger-than-life, immersive experiences, so the brand's adoption of VR technologies makes perfect sense. But let me ask you this: Would you pay $10 on top of the ticket price just so you can go into another room after the movie ends to experience tie-ins? Lister also laid out exactly what function these experiences will serve. Each will offer "companion pieces" to movies currently in theaters, which a customer would be able to pay a bit extra for to see alongside the regular IMAX experience. "Let's say a movie goer is spending $15 to see Avatar 2 or Avatar 3 in IMAX," he explained to the crowd. "For $25, after they've seen the movie experience they can move over to another auditorium next door and experience the VR experience and walk onto Pandora [Avatar's fictional world]."

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