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IMAX Announces End to IMAX VR Initiative

IMAX Announces End to IMAX VR Initiative

Just two years after IMAX announced they would be introducing a virtual reality component to their business, the company has decided to end IMAX VR.

IMAX VR was first announced in 2016 alongside plans to develop an IMAX VR camera in conjunction with Google. At the time, IMAX considered VR to be the future of digital entertainment.

“Prepare for a mind-shattering VR experience with insanely immersive visuals and 360 sound that will launch you and your friends into virtual worlds more realistic than anything you’ve ever imagined,” the copy reads on the IMAX VR website. “Shoot, soar, save the day and play to win in a state-of-the-art IMAX VR Experience Centre. Welcome to the future. You’re not ready, but you will be.”

Seven virtual reality centers were opened across Los Angeles, New York, Shanghai, and Toronto. The concept never really caught on. Four of the seven centers have already been shuttered, and the remaining three will close in 2019. IMAX also announced the cancellation of the VR camera project with Google.

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