IMAX has reached an agreement with Warner Bros. to produce three interactive experiences where the first will be based on The Justice League and will arrive at the end of the year.
IMAX Corporation and Warner Bros. Home Entertainment has announced an agreement to co-finance and produce three interactive virtual reality experiences based on some of the upcoming Warner Bros. like The Justice League, Aquaman and a third to be announced later. The companies plan to launch an experience every year, starting with The Justice League VR that would arrive later this year, coinciding with the release of the film in theaters. These virtual reality experiences will initially be only in IMAX VR centers, with a temporary exclusivity, to finally reach all desktop and mobile platforms.
“We are excited to partner with IMAX to develop and deliver premium VR experiences, and we believe that utilizing the Justice League and Aquaman characters will broaden the appeal of this fast-growing technology,” said Ron Sanders, President of Warner Bros. Worldwide Home Entertainment. “Using content and characters from these films and incorporating the creative direction of some of Hollywood’s most innovative filmmakers will help bring an innovative experience to audiences and consumers who are hungry for cutting-edge experiences.”
IMAX launched its pilot IMAX VR center in Los Angeles in January and plans to launch five more locations over the next few months in New York, California, the United Kingdom and Shanghai. These centers will serve IMAX to experiment with the business model, the type of experiences and content to offer, and if successful, expand this type of premises around the world. At the end of last year, IMAX created a fund with which to invest in the creation of 25 high-quality interactive virtual reality content to offer in its centers.