The Next Generation of Immersive Entertainment
is Now Available at AMC Kips Bay 15
IMAX Corporation (NYSE:IMAX) and AMC Theatres (NYSE:AMC) today
unveiled the new IMAX VR Centre at AMC Kips Bay 15 in New York
City. The Centre, which marks the second IMAX has launched
worldwide and the first to be installed within a multiplex,
delivers guests immersive, multi-dimensional virtual reality
experiences, including movie entertainment content and games.
IMAX VR at AMC is a mind-shattering VR experience in a
location-based, state-of-the-art experience centre. The IMAX VR
experience features a unique combination of premium technology and
world-class content that lets users see, feel, move and play in new
worlds in a powerfully immersive and realistic way, much like IMAX®
theatres offer moviegoers a differentiated and best-in-class film
experience. With groundbreaking VR headset technology, 360-degree
sound and sophisticated room tracking, players will be instantly
transported into new interactive virtual worlds that are more
realistic than anything imaginable.
“For nearly 50 years, IMAX’s mission has been to give audiences
– of all ages and across generations – a reason to get off their
couches and leave the comfort of home to go out to the cinema. With
our LA flagship VR Centre already exceeding initial expectations,
we are excited to kick off our multiplex strategy by launching our
first pilot location within a multiplex with AMC,” said IMAX Corp.
CEO Richard L. Gelfond. “As our largest domestic exhibitor partner,
AMC shares our commitment to innovation and together we look
forward to ushering in the next evolution of immersive
entertainment at AMC Theatres through IMAX VR.”
The Centre, which is located in the lobby of the AMC Kips Bay 15
multiplex, employs a new design – proprietary to IMAX – that
consists of 12 “pods” to allow multiple players to enjoy highly
interactive, exciting, moveable VR experiences in an extremely
social environment. The pods, which are designed to optimize user
mobility and interaction in virtual environments, can be adapted
for specific content experiences – whether single or multi-user.
With this first multiplex location, IMAX is testing VR’s ability to
draw younger audiences, particularly millennials and Gen Z, to the
cinema in greater numbers.
“We are excited to expand our longstanding partnership with IMAX
to bring this fun, innovative experience to our guests at AMC Kips
Bay 15,” said Adam Aron, CEO and President, AMC Theatres. “IMAX VR
at AMC is a captivating evolution of the incredibly immersive IMAX
experience that AMC guests know and love.”
IMAX will provide the Centre an ongoing array of new, premium
interactive content experiences that are each expected to range
between 5 and 15 minutes in length. Through its recently
established IMAX VR Content Fund, the Company is in advanced stages
with several content developers, including Hollywood studios and
gaming publishers, to produce and distribute high-quality VR
experiences to its centres. IMAX recently announced a new
co-financing and production agreement with Warner Bros. Home
Entertainment to develop and release three premium, interactive VR
experiences based on some of Warner Bros. Pictures' most highly
anticipated upcoming blockbuster films.
IMAX launched its flagship pilot IMAX VR Centre, which is off to
a strong start, in Los Angeles in January, and is set to open up to
eight additional centres in the U.S., Canada, the U.K., France, the
Middle East, China and Japan in 2017. IMAX plans to use these pilot
locations to test several factors, including the overall customer
experience, pricing models and the types of content featured. If
successful, the intent is to roll out the concept globally to
select multiplexes as well as commercial locations such as shopping
centers and tourist destinations.
For more information and to purchase tickets for IMAX VR at AMC,
visit www.amctheatres.com/IMAXVR.
About AMC Entertainment Holdings, Inc.
AMC is the largest movie exhibition company in the U.S., in
Europe and throughout the world with approximately 1,000 theatres
and 11,000 screens across the globe. AMC has propelled innovation
in the exhibition industry by: deploying more plush power-recliner
seats; delivering enhanced food and beverage choices; generating
greater guest engagement through its loyalty program, web site and
smart phone apps; offering premium large format experiences and
playing a wide variety of content including the latest Hollywood
releases and independent programming. AMC operates among the most
productive theatres in the United States' top markets, having the
#1 or #2 market share positions in 22 of the 25 largest
metropolitan areas of the United States, including the top three
markets (NY, LA, Chicago). Through its Odeon subsidiary AMC
operates in 14 European countries and is the # 1 theatre chain in
UK & Ireland, Italy, Spain, Sweden, Finland and the Baltic
States.
About IMAX Corporation
IMAX, an innovator in entertainment technology, combines
proprietary software, architecture and equipment to create
experiences that take you beyond the edge of your seat to a world
you’ve never imagined. Top filmmakers and studios are utilizing
IMAX theatres to connect with audiences in extraordinary ways, and,
as such, IMAX’s network is among the most important and successful
theatrical distribution platforms for major event films around the
globe.
IMAX is headquartered in New York, Toronto and Los Angeles, with
offices in London, Dublin, Tokyo, Shanghai and Beijing. As of March
31, 2017, there were 1,226 IMAX theatres (1,121 commercial
multiplexes, 14 commercial destinations and 91 institutions) in 75
countries. On Oct. 8, 2015, shares of IMAX China, a subsidiary of
IMAX Corp., began trading on the Hong Kong Stock Exchange under the
stock code “HK.1970.”
IMAX®, IMAX® 3D, IMAX DMR®, Experience It In IMAX®, An IMAX 3D
Experience®, The IMAX Experience®, IMAX Is Believing® and IMAX
nXos® are trademarks of IMAX Corporation. More information about
the Company can be found at www.imax.com. You may also connect with
IMAX on Facebook (www.facebook.com/imax), Twitter
(www.twitter.com/imax) and YouTube
(www.youtube.com/imaxmovies).
This press release contains forward looking statements that are
based on IMAX management's assumptions and existing information and
involve certain risks and uncertainties which could cause actual
results to differ materially from future results expressed or
implied by such forward looking statements. These risks and
uncertainties are discussed in IMAX’s most recent Annual Report on
Form 10-K and most recent Quarterly Reports on Form 10-Q.
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version on businesswire.com: http://www.businesswire.com/news/home/20170612005428/en/
Media:IMAX Corporation – New YorkAnn Sommerlath,
212-821-0155asommerlath@imax.comorAMC Entertainment – Kansas
CityRyan Noonan,
913-213-2183rnoonan@amctheatres.comorInvestors:IMAX
Corporation – New YorkJessica Kourakos,
212-821-0110jkourakos@imax.com
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