This Temporary Activation Was Set Up at Milk Glass Co. in Toronto
Mishal Omar — January 13, 2017 — Tech
References: milkglassco.tumblr & nowtoronto
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.
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.
Trend Themes
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Pop-up VR Cinemas — Virtual reality pop-up cinema spaces offer an immersive and experiential movie-going experience, disrupting the traditional cinema industry.
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360-degree Camera Filming — The use of 360-degree cameras to create films for virtual reality cinema disrupts traditional filming methods.
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Experiential Entertainment — The trend towards experiential entertainment, such as virtual reality cinema, is disrupting the traditional entertainment industry.
Industry Implications
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Cinema Industry — Virtual reality pop-up cinemas disrupt the traditional cinema industry.
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Film Industry — The use of 360-degree cameras for virtual reality cinema disrupts traditional filming methods in the film industry.
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Entertainment Industry — The trend towards experiential entertainment, such as virtual reality cinema, disrupts the traditional entertainment industry.
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