With headsets like the Oculus Rift and PlayStation VR finally shipping out to customers, 2016 was supposed to be the year virtual reality finally went mainstream. But things haven't exactly worked out that way, and in 2017, all eyes are now on location-based VR. Whether in movie theaters or custom arcades, VR installations are seen as an opportunity to will a functioning VR ecosystem into existence. Customers can try experiences in paid, bite-sized doses without investing in expensive hardware, and content creators can take advantage of that larger reach to monetize titles and encourage further development. One of the entities moving most aggressively in that direction is IMAX.
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