Movie theater experiences are expanding into the virtual world
Implications - The movie theater industry is looking for ways to compete with at-home streaming services, and one of the ways this is happening is through the inclusion of virtual reality in theater experiences. Companies are adopting virtual viewing into their public theater spaces, or constructing theater spaces built solely around this concept. This serves to differentiate this particular theater-going experience from both traditional ones, as well as those now used at home – effectively catering to demographics with these stated proclivities, in addition to experiential-minded consumers.
Workshop Question - How can your brand retain the interest of demographics already attached to its core products/services, while simultaneously reaching out to untapped demographics?
Trend Themes
1. Virtual Reality in Movie Theaters - The inclusion of virtual reality in movie theaters caters to demographics with new stated proclivities, including experiential-minded consumers.
2. Pop-up VR Cinemas - Pop-up cinema spaces set a new precedent for how brands can use technology to revitalize industries that have been left behind in the digital age.
3. Immersive 4D Cinemas - Fully immersive 4D cinemas enhance the movie-going experience and add a deeper layer of emotional involvement.
Industry Implications
1. Entertainment Industry - Virtual reality and immersive cinema technology show potential for a new era of entertainment.
2. Tourism Industry - Virtual reality and immersive cinema technology can offer tourists an enhanced, immersive experience in new destinations.
3. Marketing Industry - Pop-up cinema spaces and immersive theaters provide an innovative way for brands to connect with consumers through immersive experiences.
