Milk Glass Co. is an art gallery in Toronto that held North America's first ever virtual reality pop-up cinema space for the duration of two and a half months.
The space was launched by university students who founded VIVID, and curated a set of short films that were revealed in virtual reality at the pop-up. The films were shot using 360-degree cameras and were created for the purpose of providing viewers with a more experiential and immersive movie-going experience that normal theaters are currently unable to offer. While IMAX and 3D films attempt to engross viewers, virtual reality takes that experience to the next level.
This pop-up cinema space sets a new precedent for how brands can use technology to revitalize industries that have been left behind in the digital age.
Pop-Up VR Cinemas
This Temporary Activation Was Set Up at Milk Glass Co. in Toronto
Trend Themes
1. Pop-up VR Cinemas - Virtual reality pop-up cinema spaces offer an immersive and experiential movie-going experience, disrupting the traditional cinema industry.
2. 360-degree Camera Filming - The use of 360-degree cameras to create films for virtual reality cinema disrupts traditional filming methods.
3. Experiential Entertainment - The trend towards experiential entertainment, such as virtual reality cinema, is disrupting the traditional entertainment industry.
Industry Implications
1. Cinema Industry - Virtual reality pop-up cinemas disrupt the traditional cinema industry.
2. Film Industry - The use of 360-degree cameras for virtual reality cinema disrupts traditional filming methods in the film industry.
3. Entertainment Industry - The trend towards experiential entertainment, such as virtual reality cinema, disrupts the traditional entertainment industry.