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
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