IMAX Opens it First VR Center in Canada in Downtown Toronto

Published by , November 20, 2017 12:28 pm

(TheVerge)  IMAX has opened the latest of its IMAX VR centers with its first location in Canada. The launch follows VR installations in theaters in Shanghai and New York, as well as a flagship location in Los Angeles that debuted back in January. The Scotiabank Theatre in downtown Toronto is a state-of-the-art virtual reality arcade.
According to Mark Welton, president of IMAX Theaters, the current locations have been successful at capturing audiences who are already going to the movies. But with its central location and prominence within the theater, the new Toronto arcade could represent something different: an experience where people go explicitly to check out the latest in virtual reality, as opposed to simply jumping in after they watch a movie. “I think this site is going to be different,” says Welton.

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