# Pop-Up VR Cinemas This Temporary Activation Was Set Up at Milk Glass Co. in Toronto By Mishal Omar | Published 2017-01-13 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/milk-glass-co References: [nowtoronto](https://nowtoronto.com/movies/watch-films-in-virtual-reality-at-canada-first-vr-popup-cinema/) & [milkglassco.tumblr](http://milkglassco.tumblr.com/) [Milk Glass Co.](https://www.trendhunter.com/trends/the-care-corner) 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](https://www.trendhunter.com/trends/vivid-pre-built-range), 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](https://www.trendhunter.com/trends/xgimis-horizon-max) 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 Insights (Trend Hunter) - Score: 3.9/10 - Popularity: 35% | Activity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) ## Key Themes ### What Makes This Trend Stand Out - **Pop-up VR Cinemas:** Virtual reality pop-up cinema spaces offer an immersive and experiential movie-going experience, disrupting the traditional cinema industry. - **360-degree Camera Filming:** The use of 360-degree cameras to create films for virtual reality cinema disrupts traditional filming methods. - **Experiential Entertainment:** The trend towards experiential entertainment, such as virtual reality cinema, is disrupting the traditional entertainment industry. ### Sectors Adopting This - **Cinema Industry:** Virtual reality pop-up cinemas disrupt the traditional cinema industry. - **Film Industry:** The use of 360-degree cameras for virtual reality cinema disrupts traditional filming methods in the film industry. - **Entertainment Industry:** The trend towards experiential entertainment, such as virtual reality cinema, disrupts the traditional entertainment industry. ## Related on Trend Hunter - [Immersive Digital Art Galleries](https://www.trendhunter.com/trends/the-reel-store.md) - [Premium-Quality VR Experiences](https://www.trendhunter.com/trends/sandbox-vr.md) - [Experimental Immersive Experiences](https://www.trendhunter.com/trends/oasis-immersion.md) - [Multi-Sensory Pop-Up Galleries](https://www.trendhunter.com/trends/popup-gallery.md) - [Immersive Virtual Pop-Ups](https://www.trendhunter.com/trends/benemart-concept.md) - [Immersive Multimedia Experiences](https://www.trendhunter.com/trends/sony-pictures-wonderverse.md) - [Immersive Banking Experiences](https://www.trendhunter.com/trends/cibc-experience-centre.md) - [Immersive Virtual Reality Concerts](https://www.trendhunter.com/trends/immersion-vr.md) - [Mixed-Reality Theme Parks](https://www.trendhunter.com/trends/mixedreality-theme-park.md)