Bloomberg Businessweek

Can VR Find a Seat In the Parlor?

• Imax’s new centers hope to augment—not supplant—films

• Attractions “are going to be the first way many consumers see VR”

When Nic Wehmeyer, an associate creative director from Brooklyn, visited Los Angeles recently, he was determined to check out the future of entertainment. But rather than tour one of the big movie studios, he headed to a nondescript building with blacked-out windows across the street from trendy L.A. mall the Grove. There, in Imax Corp.’s first pilot virtual reality

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